The Guardian and Red Consultancy offer up lessons in this piece for brands hoping to tap the power of top influencers, including some lessons not all brands will be comfortable embracing, like giving over more control to the creators who know their audiences.
Other lessons include:
- Being flexible with the platform you’re using. YouTube once was the only option; no more.
- Online audiences are growing up; pioneers are now in their 20s and even 30s. So too are many of their followers. This can change the message, the products being leveraged and more.
- Collaborate, not just with influencers, but even with non-competing other brands. Both sides can win.
- Live streaming is going to be hot. It’s new territory and barely understood.
Over the last six years, a new breed of online influencers has emerged. From super-star bloggers to YouTube celebrities, these “social influencers” often have huge followings across multiple platforms – and have become an increasingly attractive way for brands to reach new audiences.