How to Ace in Influencer Marketing

Influencer marketing today has become an invaluable strategy for brands aiming to connect with their key audiences. A decade ago, the search term for "influencer marketing" was relatively scant on the internet. However, Google Data has shown a 28% surge in searches between 2022 and 2024. This uptick highlights a growing recognition of leveraging influencer collaborations to amplify brand awareness.

However, navigating the influencer marketing landscape presents a unique set of challenges and considerations. Drawing on our extensive experience in the digital domain, BIC has had the privilege of consulting on and implementing numerous influencer marketing campaigns for various brands. Our insights reveal three pivotal factors essential to ace influencer marketing. This article aims to guide brands and businesses venturing into the dynamic realm of influencer marketing.

Authenticity: A Ripple Effect

This starts with a meticulous selection of influencers whose principles and values align with the brand. Such alignment ensures that influencers' endorsements are not only genuine but also carry a deep resonance with their followers, thereby fostering a positive perception and heightened affinity towards the brand. This approach bolsters credibility, which is essential for cultivating trust—a crucial credit in the digital domain.

Moreover, authenticity enables the creation of a compelling narrative that deepens the connection beyond mere transactional interactions. In an era where audiences are increasingly discerning and value genuine content, the ability to distinguish between truly authentic endorsements and those that are contrived or purely commercial is paramount.

Creativity: Stand Out from the Norm

Instead of dictating everything—from narrative to the angle of the content—it is recommended that brands or businesses adopt a more collaborative approach. This is where they co-create content with influencers, leveraging the influencers' deep understanding of their audience's preferences and ability to communicate personally and engagingly. These partnerships encourage the generation of creative ideas, merging the influencer's unique voice with the brand's message to produce highly engaging and original content.

Additionally, the advancement of technology and the features offered by social media platforms have made interactive content invaluable. By integrating polls, contests, and challenges into their strategy, brands can encourage direct audience participation, enhancing interaction and community activity. This strategy not only lifts engagement levels but also solidifies the community around the brand and the influencer, offering a competitive edge in a market where many may not yet fully utilise these opportunities.

Engagement: Over Follower Counts

The traditional reliance on an influencer's follower count as the primary indicator of their impact is increasingly seen as inadequate. This metric, while suggestive of potential reach, fails to capture the essence of an influencer's true influence — more specifically, the quality of interactions and the depth of their relationships with their audience. In an age where followers can be easily amassed, distinguishing genuine influence from mere visibility is extremely important.

Furthermore, a focus on engagement necessitates a commitment to high-quality, relevant, and authentic content, which is essential for attracting and retaining a genuinely interested audience. This approach shifts the dynamic from transactional exchanges to the development of enduring relationships, positioning influencers as genuine ambassadors for the brands they represent. This strategic emphasis ensures that influencer marketing efforts cultivate meaningful connections, leading to sustainable brand growth and success.

Beyond the pursuit of virality, the influencer marketing sector is characterised by its dynamic nature, with continuous evolution in trends and platforms. It is crucial for brands and businesses to remain vigilant, adapting to industry shifts, emerging platforms, and innovative strategies to ensure their influencer marketing efforts stay effective and relevant. Leveraging extensive industry experience, BIC has consistently guided our global clientele through the intricacies of influencer marketing, helping them explore new opportunities for brand growth, engagement, and resonance.

Sam Kon is the COO of Beyond Infinity Consultancy (BIC), with 13 years of e-commerce experience. He is a Shopee Certified Enabler and a certified trainer by Alibaba Business School and Taobao University. He enables and empowers businesses to boost their revenues by going from offline to online (O2O). To learn more, email samkon@beyondinfinity.asia.