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B&T > Marketing > Is The Focus On An Influencer’s Follower Count Enough?
Marketing

Is The Focus On An Influencer’s Follower Count Enough?

Melissa Peters
Published on: 6th May 2016 at 6:50 AM
Melissa Peters
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Melissa Peters, founder, creative director & influencer marketing lead PopUpCollective.com.au and influencercollective.com, has watched influencer marketing soar to the heavens, but questions their ability to engage an audience.

The rise of influencer marketing in 2016, has seen many brands search for influencer connections. But is the focus on an influencer’s follower count enough?

Engaging influencers in brand stories is what matters most for influencer marketing effectiveness. The more passionate an influencer becomes about products and services, the more willing they are to collaborate and share brand stories.

Creativity needs to be included in influencer marketing strategies as a key element to success. Creative brand ideas and campaigns that are made with influencer involvement from the ground up, are the most successful at driving engagement from influencers and their fans.

Influencer marketing with creative concepts and creative strategies also builds loyalty and collaboration opportunities with influencers. Influencers are more likely to be involved with creative projects and brands when they are included in compelling ideas and involved in meaningful ways.

As influencer marketing continues to grow in popularity, savvy audiences will switch off from standard influencer shares and promotions. Engaging influencers in rich brand experiences and creative collaborations will be key for maximum impact.

 

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By Melissa Peters
Melissa is Consulting Creative Director & Founder PopUp Collective. With over 15 years advertising experience, Melissa Peters is an award-winning integrated Creative Director, who has worked with agencies including Clemenger, DDB, Lowe, Mojo and Grey Worldwide. Melissa works with brands, retailers and agencies to transform their social media presence and content marketing with big creative ideas, clever social media strategies and influencer collaborations. Melissa is a creative leader in influencer marketing, having implemented and innovated influencer driven communications for more than 10 years. Melissa’s extensive client experience includes Mazda, New Balance, Uniqlo, Streets Cornetto, Nestle Peters, VRC, Bulla, Telstra, Sportsgirl, Odlo Sportswear, Foxtel, Kikki-K, Mimco, Kraft Vegemite, CPA, NAB, Aussie & many more. Melissa also worked in Vietnam launching the countries first Pre-Paid Mobile Card - Mobi4U. Melissa's leadership roles include Executive Creative Director at Lowe Sydney & Digital Creative Director at Citrus Digital. POPUP COLLECTIVE: http://www.popupcollective.com.au Specialties: Social Media Creative Campaigns, Influencer Marketing, Brand Storytelling, Branded Content, Online Communities, Influencer Creative Collaborations, Content Generation, Creative Collective, Big Ideas, Socially Led Campaigns, Content Driven, Digital Communications, Integrated Campaigns, Creating Rich Web Destinations, Fostering Young Australian Talent

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