As the world of influence evolves into a multi-billion dollar industry, there has been a corresponding surge in demand for true talent who obtain real influence on social media.
Consequently, marketers are experiencing the growing challenge of finding this talent and ultimately fulfil the primary purpose of Influencer Marketing: to work with an Influencer who is not only authentic in what they say but completely resonates with your own brand purpose.
At Model Village, we’ve always known that our community of talent is a lot more than just a pretty face and obtain high engagement because of their organic content and established community who predominately share the same interests and values.
Furthermore, the strongest content is consequently produced when a brand works with an influencer not just because of their reach, but because of their identity, belief system and additional skillset.
It is by looking at this whole picture that a brand can ultimately understand whether they can truly connect with an influencer (and by association their audience) which consequently will help determine the authenticity of their content and the success of the campaign.
WORK WITH TRUE TALENT WHO HAVE SUSTAINABLE INFLUENCE
There is a clearly discernible trend for talent to eschew additional artistic elements amongst their traditional portfolio and use their platform to talk about things they feel even more passionately about namely social issues.
Whether this is politics, animal welfare etc they’re talking to their audiences about real life issues which affect everyone, and they’re generating tremendous responses in the process.
Perhaps the most powerful issue of recent times is the Environment and more specifically sustainability. This is an issue that everyone can relate with and everyone can do something about. Furthermore, this is also a key area which interests our talent, as they use their unique relationship with their audiences to spread this message through the power of visual content.
For example, Gemita Samarra is a 25-year-old stuntwoman, producer, writer, journalist, artist and adventure athlete. She has used her social profile to boost her passion for environmental conservation, human and animal rights to help make a positive difference in the world. She’s even started her own charity, dedicated to helping the homeless and consequently enjoys working with brands who also share such strong values.
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🌎 I’m working with @wwf on March 24th, would you like to join me? Earth Hour is a worldwide movement organized by the World Wide Fund for Nature (WWF). The event is held annually encouraging individuals, communities, and businesses to turn off non-essential electric lights for one hour, from 8:30 pm to 9:30 pm as a symbol of commitment to the planet. It’s pretty easy hey? So why not go one step further. What else will you do on Earth day to help? Comment your ideas below and tag #PromiseForThePlanet. Even if it’s a simple change for the day, or an hour! Whether it’s not eat meat for the day, not use single use plastic, walk instead of drive etc. It’s just one day! Compared to everything else I’ve ask of you recently it’s actually very little 😏 I’ll be posting more about Earth Hour in the next week so stay tuned 💚🌎 @wwf_uk #WWF #EarthHour #PromiseForThePlanet
REMEMBER THE PURPOSE BEHIND YOUR CAMPAIGN OBJECTIVES
Given the concurrent explosion of Brand Purpose marketing, this rise in Social Influence presents a fantastic opportunity for major corporations to present their own social message in a truly authentic way.
So whilst Stella Artois will no doubt reach hundreds of millions this Sunday when the Dude meets Carrie during the SuperBowl, it will also have cost them tens of millions of Dollars to do so, and given the cynicism that generally prevails over such high-profile productions, the impact and awareness the ad itself creates of ‘Pour it Forward’ will arguably be negligible.
However, for a fraction of the price Stella Artois could have partnered with several influencers who obtain true influence and who have an established following focused around the same issue, instantly becoming true champions of this cause whilst beautifully positioning their brand as someone who cares about this topic and understands the power of true influence.
TRANSFORM YOUR NEXT CAMPAIGN AND BUILD LONG-LASTING RELATIONSHIPS WITH THE TALENT YOU TRUST
Therefore, it’s clear that as the massive surge within social activism continues to grow across a variety of causes, any brand who wishes to truly optimise this space, need to realise it’s not just about the reach, but the type of content and identity an influencer portrays to their community.
This practice can ultimately transform your campaign and encourage you to start long-lasting relationships with true talent on Instagram.
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Happy international women’s day! Seeing all the love for women across the world is so inspiring. Build each other up, love one another, support each other!!! It’s all about equality and being grateful for the amazing women in your life! @suzannetorrance thank you for being you, you’re an angel and I’m so lucky to have you as my mum and my best friend. You too @anouskatorrance I love you stupid amounts. And too all my friends who are so special and wonderful, thank you guys I love you all!!!!! #internationalwomensday