From Perfection-Obsessed To Authenticity-Driven: How Brands Can Thrive Via Influencer Marketing

From Perfection-Obsessed To Authenticity-Driven: How Brands Can Thrive Via Influencer Marketing
SHARE
THIS



In this opinion piece, Patrick Whitnall (pictured below), Publicis Media’s head of content for Australia and New Zealand, shares four key questions marketers need to ask themselves to assess their influencer marketing approach.

Patrick Whitnall

In early 2014, Pamela Grossman, director of visual trends at Getty Images, said the media industry was “rebounding from perfection fatigue.” This trend has continued as people demand authenticity from brands and influencers. It started with the Dove ‘Real Beauty’ campaign and has continued with brands like ASOS featuring untouched photos of swimwear models on its website. But do we really care about authenticity, or are we too far down the ‘quest for perfection’ rabbit hole?

From a marketing perspective, authentic and genuine connections are everything. The internet and social networks have given people a voice to share their likes and dislikes when it comes to brand experiences, and they often share them at lightning speed and high volume. So, how can brands make sure they retain true authenticity when connecting with audiences online? Here are some key questions they need to ask themselves:

Are you influential?

Influencers know their audience better than brands do. This is how they built their following and engagement, and it’s what makes them a prospect in which brands want to invest. The true goal of influence is persuasion. If we trust someone, we can be persuaded by them to buy a product or service. Through influencers, brands have the opportunity to build trusted relationships with potential customers and engender loyalty. When selecting an influencer, brands need to be careful not to pick just a big name for the sake of celebrity – they also need to think about who would be a true advocate for the brand and happily endorse their products because they love them.

Is your work Instagram-worthy?

Instagram recently reached 800 million active monthly users and has nearly two million advertisers on its platform. For this reason, it remains a key channel to watch for content development, innovation and impact on ROI. This platform is easy to consume because it’s visual, impactful and a powerful storytelling mechanism. However, brands often rush into using Instagram without determining if they have a story to tell and authentic visual content that showcases their personality. Brands that use Instagram to its best potential, create a dialogue with customers, inviting them to contribute to the brand’s content.  If brands do this well, their content appears in people’s news feeds and becomes part of their daily media habits. First impressions are also critical on platforms such as Instagram (to prevent unfollows).

How are you breaking through the star-studded clutter?

YouTube, Instagram and other social platforms have led to the explosion of a new and diverse talent pool. Brands need to choose channels that not only reach the right audience, but also tune in with influencers to whom their customers relate. In the new era of social media celebrity, this could just as equally mean a video blogger as a traditional TV or film celebrity. One example is our work with haircare brand Schwarzkopf and Carissa Walford, who began life as a TV host and is now a leading style icon, voice and trendsetter in Australia. Having her as an influencer has enabled the brand to authentically connect to the fashion industry via her engaged followers.

Does your planning and purpose drive authenticity?

It’s important not to lose sight of the big idea or strategy needed to meet brand objectives. This can still come from a big, shiny TV commercial or an influencer/social-led creative thinking. The real challenge for marketers is how they inspire and work with all agencies together to deliver an integrated campaign that delivers content bespoke for each channel, works to enhance the consumer journey, and ultimately closes the loop to purchase. What will never run out of steam is innovation, and agencies working with clients as true business partners.

So, when you are planning an influencer marketing effort for your brand, it’s important to choose your influencer wisely. Box office appeal doesn’t always translate to a success for your brand, and make sure you have a holistic strategy guiding your path forward. Ultimately, if marketers champion creativity and innovation and have a clear purpose and plan for their brand, influence and authenticity will feed in where and when necessary.

Latest News

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
Ten Brings Ellen DeGeneres’ Game Show Down Under To Replace Family Feud
  • Media

Ten Brings Ellen DeGeneres’ Game Show Down Under To Replace Family Feud

Network Ten has announced it has commissioned a new family entertainment series which will premiere on Ten and the WIN Network later this year. Game of Games is based on the US show of the same name, which only launched in January this year. The US show is produced by Warner Horizon Unscripted & Alternative […]

m2m Drives Away With $51m Hyundai Media Account
  • Media

m2m Drives Away With $51m Hyundai Media Account

Media agency m2m has been awarded the Hyundai media planning and buying account. The agency, under Omnicom Media group, was up against incumbent Initiative and Havas, with Hyundai’s Innocean Australia handling the pitch process. Speaking to B&T, a Hyundai spokesperson said, “We’d like to thank Initiative for their sterling service over the last 10 years – […]

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.

QMS Introduces ‘The Lonsdale’ To Melbourne
  • Advertising
  • Media

QMS Introduces ‘The Lonsdale’ To Melbourne

Digital outdoor media company QMS Media has turned on a new premium landmark digital billboard situated in the heart of Melbourne’s CBD. Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic, impacting more than 2.2 million contacts per month. […]

Portrait of a woman looking through out the blinds. Office worker looking through window blinds
  • Opinion

The Lurking Brand Threats Facing CMOs

Treading on gardening rakes and possible alien abduction notable omissions from this CMO threats piece.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Susannah George
  • Media

Women In Media Profile: Susannah George

B&T is delighted to profile Urbanlist supremo Susannah George who, we understand, is not related to George Brandis.

by B&T Magazine

B&T Magazine
Ikon Lands Avis Budget Group Account
  • Advertising
  • Marketing
  • Media

Ikon Lands Avis Budget Group Account

B&T chooses and recommends Avis and John Karandonis shoes. Hang on, that was the end of Sale Of The Century.

by B&T Magazine

B&T Magazine
Principals Appoints New Creative Director For Melbourne
  • Marketing

Principals Appoints New Creative Director For Melbourne

Branding design agency Principals has announced the appointment of Pip Ireland as its Melbourne creative director. Ireland, who has been freelancing with the agency for the past six months, has previously held roles at Designworks in New Zealand and Melbourne as well as Moon Communications in Sydney. Principals executive creative director Simon Wright said: “We’ve […]

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research
  • Media
  • Technology

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research

Global media and technology company Pureprofile has partnered with RDA Research to enable further audience segmentation across its audience profiles. RDA Research’s geoTribes is a unique classification system that rivals traditional geodemographic approaches by grouping consumers into fifteen ‘tribes’ based on their life stage and socio-economic status. Clients are then able to better understand consumer […]

WPP AUNZ Launches ‘The Bond & Associates’
  • Advertising
  • Marketing
  • Media

WPP AUNZ Launches ‘The Bond & Associates’

Advertising conglomerate WPP AUNZ has launched an innovative new stakeholder and community engagement practice called The Bond & Associates. Led by newly-appointed national director and former Newgate Australia adviser Gail Morgan (pictured above), The Bond & Associates will provide a complete solution for both government and private sector clients involved in complex public projects and […]

MYOB Partners With Network Ten’s Shark Tank
  • Marketing
  • Media

MYOB Partners With Network Ten’s Shark Tank

Accounting software provider MYOB has announced it has signed as a major sponsor of Shark Tank on Network Ten, which returns to screens tonight. In its fourth season, Shark Tank continues its format of having budding business owners and entrepreneurs pitch their ideas to the ‘sharks’, who have invested $21 million of their own money […]

Aussies Back ABC Over Budget Cuts
  • Media

Aussies Back ABC Over Budget Cuts

A new poll has found a resounding 70% of Aussies oppose cuts to the ABC despite only 7% actually bothering to watch.

Meerkats Test-Drive Dream Safari Holiday In New Comparethemarket.com.au TVC
  • Advertising
  • Campaigns

Meerkats Test-Drive Dream Safari Holiday In New Comparethemarket.com.au TVC

Leading comparison service comparethemarket.com.au has launched its latest TVC nationwide to announce its dream Safari holiday competition. The TVC – ‘Safari’ – which sees the meerkats back in their ancestral home ‘selflessly’ test-driving the amazing Safari trip that is up for grabs for one lucky winner. Narrowly avoiding an elephant trampling their picnic, an inquisitive […]

Women In Media Profile: Lauren Nicole
  • Media

Women In Media Profile: Lauren Nicole

We'd like to say B&T provides a delightful high tea for all Women In Media interviewees, but it'd be a scandalous lie.

by B&T Magazine

B&T Magazine