Booba and the Lemaire law have marked influencer marketing news over recent months.
They are today an accelerator of the changes already under way on this key lever of advertisers’ strategy. Indeed, historical influence is today shaken up, even transformed, and this is rather to advertisers’ advantage, as it is more angled on logics of creativity and performance.
Influence is first of all an extension on social networks of the ambassador and value-transfer strategy that advertisers seek in collaborations. And it is a lever already proven in advertising creative on television, radio, press or events before social networks.
The emergence of platforms, notably Instagram, which was key, allows personalities to come from new universes (reality TV, self-made woman/man, etc.) and to have a captive and addressable audience. For years, influencers were therefore activated for their community. The larger it was, the more expensive the operation. The fall in organic reach and the transparency issues of collaborations changed the game.
All these elements lead to a question: does influence still create impact, or would a good ad coupled with a media budget not be more effective?
A traditional performance measurement model is EMV = (EMV visibility + EMV engagement + EMV views) / Influencer fee).
At tigrz, we observe a need for more framing of profiles and of their support in producing their content (brand safety) but above all for more visibility than organic brings.
Co-creation for impact – a winning equation
A new approach that makes it possible to activate content-creator profiles on platforms such as Instagram and TikTok, not for their number of followers but for their creativity, the quality of their content, their expertise on certain subjects (fashion, beauty, upcycling, …), etc.
The goal is thus not to post on their own accounts to reach their community, but to produce content that will then be used in media campaigns. Advertisers therefore own the rights to this content and can use it as they wish. This can mean light post-production to remain native, or more graphic content to fit the DNA of the brand or of a particular key moment.
Top 5 reasons to accelerate
on content co-creation:
- Relevance and brand fit: close co-creation with the profile guarantees a message aligned with the brand’s DNA but above all with platform codes. This allows better relevance of the content to the target audience, thereby strengthening brand image and credibility.
- Authenticity and credibility: by actively involving the influencer in the creation process, the content is perceived as more authentic and credible by viewers. This sincerity fosters the audience’s trust and engagement towards the brand.
- Performance measurement: unlike traditional influence, co-creation for impact campaigns offer detailed analytical data to assess the real impact of activations. Brands can thus quantify the results obtained, evaluate return on investment and adjust their strategies accordingly.
- Precise targeting: co-creation for impact also makes it possible to deliver advertising messages natively and on specific platforms, reaching a targeted and qualified audience. This approach therefore optimises campaign effectiveness and reduces wasted resources.
- Flexibility and responsiveness: content co-creation allows greater agility in campaigns by relying on performance to adapt quickly to emerging trends and to changes in user behaviour on platforms.
Accelerating on co-creation for impact thus has many advantages for brands. It lets them establish stronger partnerships with influencers, strengthen the authenticity of their message, reach a relevant audience and measure the effectiveness of campaigns.
As you will have understood, traditional influence as we knew it is over. Co-creation for impact is establishing itself as a more effective alternative for brands, offering better alignment with objectives, enhanced visibility and more precise measurement of the impact of their campaigns. It is time for advertisers to turn to this new approach to take full advantage of the possibilities offered by modern influencer marketing.
Going further. See also tigrz’s Content & Influence expertise and our approach to influence and creators.
On the same topic: « [Special report] How to make influence and performance go hand in hand? » and « Clubhouse, the new LinkedIn? Audiences and opportunities for brands. ».
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