At a recent CMO Club dinner, Nashville Chapter President Michael Barrette, Chief Marketing & Sales Officer at Dippin’ Dots & Doc Popcorn led a roundtable discussion on Influencer Marketing. The group posed the questions: What was the most effective influencer campaign you have ever done, and what is your expectation for the future longevity of influencers being an important part of B2C & B2B?
- Influencers will continue to play a role.
- The key will be authenticity – it will be mission critical for influencers to be seen as authentic by their intended audience.
- Gen Z consumers will be more cautious about influencer authenticity. Gen Z’s have a good “BS” meter and will discern who is authentic and who is not. They will disengage from inauthentic influencers. Z’s are more thoughtful in this regard.
- Consumers have tight tolerance on influencer relevancy. Parents having babies will pay attention to other parent influencers whose children are still infants, but quickly find parents whose children have become toddlers far less relevant.
- Managing a planned influencer program through a 3rdparty agency is a tougher challenge: Agency managed micro-influencers are sometimes off-brand.
- Influencers generally are less of a great fit in the B2B space.
- Client Testimonial Videos have been effective in the B to B space. Internal influencing can be positive; like employees signing up for Community and or Non Profit activities.
- The key is to create conversations and not Illusions. Example: Influencers on YouTube called Goonzquad, two young dudes repairing and resurrecting destroyed high-end cars, come off as very authentic.
- Answer this question: If you follow certain influencers on a particular platform, will the platform suggest content that your influencers are interested in or content that you are interested in?
- Influencers like Dude Perfect are always sponsored – can this type of thing get bigger? The general feeling is yes. The arrival of 5G should only help. Example-A 17-year-old with a young baby earns $15K per month as an influencer with young mom parenting content.
Technology will continue to impact influencer capabilities. Augmented Reality, Virtual Reality, Mixed Reality, and Screen X technology with a more immersive experience will be the norm for many industries.