‘It is not about numbers, but about unique and authentic content that makes the influencers stand apart and credible for the customers and therefore the brand.’ This was one thing that every panel member believed at the online event on ‘How marketers and influencers are navigating brand narratives’ that was organised by Reputation Today magazine in association with Clan Connect. The panel members were Aradhika Mehta, GM, Brand at Lenskart; Juhie Gorwara, Head of Marketing at Philips; Nitibha Kaul and Sonam C Chhabra, Influencers; Sagar Pushp, CEO and Co-founder, Clan Connect. The event that took place on 30th evening was moderated by Kiruba Shankar, President of 60 Seconds & Professional Speakers Association of India.
The panel had a perfect blend of representation from both the brand marketers, influencers and the organisations that connect them. The discussion was on how do the brand and influencers find each other, how do they improve their work and how technology plays an important role. I have put down the major questions posed at the panelists and their answers to them.
What are the most effective influencer management strategy?
Aradhika answered it first, stating that there is no proper method that works at all the situations. It depends on what is your product in which category, what brand are you and what is your audience. It is always better to keep the ears on the ground. Followed by that, Juhie says that celebrities are used as they have glamour and more visibility and therefore should be used for product launches. But they mostly don’t use the product, whereas influencers do use them and hence their reviews are more credible.
How to make sure that influencers do not turn up like celebrity, i.e. endorsing multiple paid products without actually meaning those words?
Nitibha started with saying that influencer bashing has to stop. Then she stated that some influencers do it because they have bills to pay at the end of the month and other expenses which can’t be met just by regular influencer related work. She then moved on to say the sponsored product should be limited and there should more amount of organic content than paid one’s, which will make sure that the audience trust remains intact.
What is important for an influencer other than money?
Sonam answered it with saying the same thing as Nitibha, that is influencer bashing has to stop. She went on to say that everyone around us wants to have some influence over others. She introduced us to a term called ‘advocate influencer’. Giving her example, she said she endorses products from brands who stand for a social issue, who believe in a cause which she does, so should all influencers. Someone should not endorse a product or brand that is against their belief.
How does brand find the right person, amongst small level influencers who doesn’t endorse everything?
In these situations, data analysis and platforms like Clan Connect play a very important role, said Sagar. It looks out at influencers, looks at their niche, their behaviour, growth rate and engagement rate and type of followers, and the connects the right person with the right brand. It is not possible to manually check each of their followers, so AI plays a very important role here.
How do you ensure that the brand has got the right influencer, considering numbers are a tap?
The influencer has to be studied, his past endorsements have to be seen, his connection to the product and the ethos of the brand has to be there. If there isn’t a connection, it won’t work, said Aradhika. Juhie added to it by saying influencer is many a times a PR work and not advertisement. If there is influencer who works on a specific category and has genuine followers, a relationship with him has to be built. There can be gift hampers sent from the company at times.
What advice should be given to the upcoming influencers?
Patience is the most important key, said Nitibha. She said that there are already a lot of people in this field now and growing up is difficult and it will take some time. One has to make sure that he/she is making authentic content. Everyone is unique and that has to be used to add value to the audience’s understanding of the sector/product. Then one will rise over the time.
How to create relationship with brand heads?
You should do what you feel is right, you always should be the genuine you. Always stand up for ethos, build organic relationship, said Sonam. She believes that one should try to be a part of the ideation of the brand. Nitibha mentioned that the brief from you to your manager has to be clear. They should know exactly all that is required and speak accordingly.
Three key things from the brands to the industry and vice-versa about what is required and advices to make anything better.
The talent is primary in any influencer, followed by presence over social media in such a manner that an audience cannot move away without listening to or reading her posts are key, believes Aradhika. She believes if there is slight discipline in them in terms of business working style, that would turn out to be a complete package. Nitibha followed her stating that some big brands have PR professionals who send us products and expect us to make some content about all the time. It just turns away from building relationship to business, which should not happen. She added one to say a few influencers are spoiling the market by diluting rates and not giving full time on it. Juhie went third and very much agreed to what Aradhika had said. She added to it stating that certain influencers expect us to create content for them, which won’t work. Each influencer has their own style of writing, which the brand cannot replicate. If the content goes from the brand the audience will know it and it would seem like another celebrity advertisement.
It was an event that answered a lot of question that arises in the market. If you are a part of the market and you want the detailed answers, please go and see the video at the YouTube channel of Reputation Today Magazine. You can also check out Clan connect and at www.clannconnect.ai.
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