If a food influencer creates something new, the influencer is likely to use multiple brands. Case in point: A recent recipe post (dill pickle chicken salad) by wellness food influencer @lainiecooks_ featured both Graza olive oil and Grillo pickles, and tagged both brands on Instagram in a paid partnership .
Food influencers aren’t the only ones combining brand partnerships with their content. The same goes for beauty influencers. For example, when they post about Target products or beauty routines, or when fashion influencers post their summer outfit inspiration, or countless other influencers in various niches. Marketers are increasingly recognizing the benefits of collaborating with other brands on influencer marketing efforts, and anecdotally say they're keen to collaborate even more this year, according to five influencer marketing executives.
“This can be another way to talk about your brand that can really get noticed,” explains Mae Karwowski, CEO and founder of influencer marketing shop obviously. For the influencer's followers, “It's like, 'Wow, I was only expecting to hear about one brand, but now I'm hearing about so many brands, it seems more authentic.'” Or “It's clear that the creators are rethinking their entire hair routines and not using the same brand for everything,” Karwowski added.
The authenticity of these brand collaborations is just one reason marketers are paying more attention to them this year. In addition to reducing costs, the ability to expand your audience by collaborating with other brands and potentially exchanging followers is a great opportunity for marketers, as marketing budgets remain tight and finding growing news niches remains important. This is a big draw for people, executives said.
The Graza brand's previous collaborations have been aimed at “bringing in creators to further reach new communities,” explained Graza's head of social and influencer Kendall Dickison. , added that if the collaboration goes well, the brand may be able to make money by increasing each other's followers and increasing the followers of both of them. “It's usually a vibe that permeates the community. Maybe this brand is in a different realm than us, but there may be people out there who enjoy us as much as the creators do,” Dickison said. Ta.
Collaboration itself became much easier for marketers and creators when Instagram introduced collaboration features in 2021, allowing brands and creators alike to co-post with multiple parties. In recent weeks, TikTok has reportedly been testing its own collaboration features, which could be another reason why marketers are now interested in collaborating on influencer content. TikTok did not immediately respond to a request for comment on the feature.
“We've seen it a lot on Instagram and YouTube, and we're probably going to see it more on TikTok,” said Daniel Wylie, founder of influencer marketing agency Sway Group. He added that he was surprised to see brands emerging. Not leveraging the ability to collaborate.
Partnering with another brand allows brands that typically wouldn't have the luxury of pooling their resources with larger influencers to work with better influencers. Typically, when an influencer collaborates with another brand on their posts, the brand splits the cost. However, the agreement is that one brand will pay more than the other if one brand is larger or has more money to spend.
However, working out the details, such as what the content will look like and which brands will be featured or tagged first, can stall potential collaborations.
When the topic of collaboration has come up in the past, “oftentimes we hear back all the obstacles to it,” Wiley explained. “It sounds like a great idea, I think it’s very smart, and I think more brands should be doing this. But whenever you integrate two or more entities, you have to Expectations can be difficult to manage.
Andrew Franz, CEO of Panel, a platform for creators and advertisers to optimize their partnerships, echoed similar sentiments. In previous influencer collaborations between gaming and computer brands, getting approval from both companies “ended up being a nightmare,” Franz said. Both brands are the cooks in the kitchen, so to speak, so even if one brand approves something, the other often makes changes, and in the end he ends up with 7-8 rounds of Approval was required, Franz explained.
“It’s great when the final product is posted,” Franz says. “But there's a lot of extra administrative work [overhead] When trying to get buy-in from multiple brands and creative teams. ”
Three questions for Stacy Simpson, CMO of healthcare company Athenahealth.
Can AI help process, manage, and understand data?
When you think about AI, there are many proven ways to think about it in marketing and targeting. Even if you think about the whole sliding scale with automation using predictive intelligence. One of the things that we're working on, and one of the things that I've changed that I've been focused on this past year that I've been here to do, is really look at the entire martech infrastructure and make sure that the right tools are the right tools. is to make sure that it is placed in It's not just about connecting the data we have, it's also where the systems were. They actually didn't necessarily talk to each other in the right way. …Now we keep saying this. “With everything we have, first and foremost, let’s make sure it’s connected and that we’re making the most of it.”
Tell me more. What does your generative AI strategy look like internally?
We have a variety of tools, some of which are proprietary. Athena has its own instance of ChatGPT, hence AthenaGPT. Internally, we all use his AthenaGPT, not just for marketing, but actually do the things you would expect to use AthenaGPT for, like creating content and drafting.
Amid the AI boom, how do we balance automation, data, and creativity?
As a marketing leader, your job is to make sure you don't become so dependent on data that it actually squeezes the creative life out of your organization. Leaders have a responsibility to continue to promote creativity within their organizations and create an expectation that creativity is our job. By the way, if 100% of what we're doing is a data-driven home run every minute, we're not going far enough. We're not finding the limits of creativity or helping our audiences move forward with what they want to hear and see. — Kimeko McCoy
In terms of numbers
As Britain's domestic men's and women's soccer leagues come to a close on Sunday, some marketing insiders believe women's sport has crossed the line for permanent mass appeal. A survey of more than 14,000 adults from sports sponsorship company Parity conducted by SurveyMonkey in the US, Australia, Canada, France, Germany, Spain, and the UK found that women's sports are gaining momentum overall, and the marketing moment It has been suggested that there has been a shift from this to something more established. See the report's key data points below.
- 30% A higher percentage of male sports fans report watching more women's sports than last year. twenty three% They report watching games daily or weekly, suggesting that marketers need to keep a broader audience in mind when focusing on women's sports.
- 3.5 Twice as likely to buy: Survey respondents said they were more than three times more likely to buy a product promoted by a female athlete than another type of influencer.
- 50% A third of US and UK viewers say they don't think brands support women's sports enough, which gives marketers more room to consider whether to get involved. This suggests that there is still plenty. sam bradley
This week's quote
“We have stopped purchasing from Colossus.”
— When asked about the scrutiny of Colossus for its alleged identity mismanagement, one ad tech executive said on condition of anonymity:.
