WHAT NIKE & APPLE TAUGHT US ABOUT INFLUENCER MARKETING
Influencer marketing is growing at a rapid rate and doesn’t show any signs of slowing down. In the next year, it is expected to become a $10 billion industry, yet brands are still learning how to effectively execute influencer campaigns. Some of the most successful campaigns we’ve seen have come from brands born in the digital age. However, more established brands that have been around for years are proving their fluency in understanding influencer marketing. With a strong brand voice, how are brands like Nike and Apple able to give up creative control to influencers in terms of content? Here’s what we can learn from them:
Lesson No. 1: Let influencers evaluate your product in a different light.
Utilizing a group of youth influencers, Nike did what newer companies often cannot, and let influencers evaluate their product freely. No matter the resources you’re able to contribute to an influencer campaign, there's boundless opportunity to be creative and engaging, simply by letting go of creative control.
Lesson No. 2: Put yourself out there.
Nike stayed true to its "Just Do It" ethos by allowing creators to experience the brand authentically, but also by leveraging its resources through the many opportunities it provided to these creators. Never pretend to be something you’re not, or hide a part of your brand when running influencer campaigns. Used cars fetch more money when sellers show the scratches, and this same principle applies to influencer marketing. Don’t be afraid to show a few bruises.
Lesson No. 3: Create FOMO.
Apple partnered with YouTube creators to create "unboxing" videos and sponsored Instagram posts that show Apple products in daily use. By partnering with influencers who are true fans of the product, and allowing them to get their hands on the product before the general public, Apple created a feeling of FOMO (fear of missing out), driving huge product demand prior to launch.
Lesson No. 4: Let go of brand voice when pursuing brand advocacy.
There’s no doubt that decades of success has earned Apple the right to be considered by consumers. But the final push of influencer activation allows the masses to visualize themselves living the lifestyle before having the opportunity to. Apple is known for strong brand standards and clean marketing, but in this case, it excelled by letting go of brand voice and allowing influencers to act as brand advocates using their own unique styles.
Check out the full article on Forbes.