From the Influencers

Stay Hands-Off with Influencer Content

May 27, 2016

Marketing to millennials is totally different than any other demographic. A recent study by Millennial Branding found that a remarkable 97 percent of millennials do not rely on traditional advertising media like TV or print to make their purchasing decisions. Instead, many of them turn to market influencers to shape their decisions. Thus, many marketers are turning to sponsored content from market influencers to drive millennials to their products.

However, as this is a relatively recent development in marketing, content marketers are still making mistakes when following this practice. The biggest issue is that managers are often too hands-on and overbearing with their influencers, when the best practice is to establish ground rules early and then be grant content creators with as much freedom as possible.

Obviously, any content creator needs some sort of guidelines to follow. These guidelines need to be established early, and then largely be left alone. There needs to be a set plan at the beginning of any marketer/influencer relationship that is set up early and then left alone.

One of the biggest problems marketers run into by being too hands on is disrupting the voice of the influencer. Market influencers got to their position by creating informative content that people enjoy. As the old saying goes, “If it ain’t broke, don’t fix it.” Give influencers loose guidelines to follow, and then stay out of the way, and let them develop their voice as they have in the past.

Finally, it is important to remember the importance of timeliness. Taking too much time to approve content can cause it to lose momentum or fail to capitalize on current events or new developments. There needs to be enough trust in the content creator to not take too much time to approve a piece of copy.

At the end of the day, leveraging market influencers successfully is all about trust. Managers need to be able to have trust in their content creators enough to be hands-off and allow them to handle their business, which will in turn result in better content and a much greater ROI. 

Edited by Stefania Viscusi

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