3 Ways to Craft an Influencer Marketing Campaign That Rises Above the Social Noise

Brands compete for visibility on social media platforms. A challenge that many organizations face is social media noise, where a message is either muted or drowned out by the unorganized chorus of other messages and aggressive ad campaigns. Decreasing attention spans, diminished consumer patience, increased ad aversion, and the growing use of ad blockers complicate matters.

To sum it up: it's hard to stand out on social media. Even with the right message, the right influencer partnerships, and a stellar product or service.

So, how are brands getting noticed amidst all this noise?

To maintain their visibility on social media, companies have responded by trying to learn what drives their audience, improving SEO, developing optimal social media posts, building emotional connections, adding the best tags with compelling text, investing in the top channels, and creating a space to speak to a targeted audience.

It's complicated to say the least, and it can be hard to know where to get started.

A key component to standing out in a hyper-competitive environment is engaging in social media influencer marketing. After all, it's much easier to get noticed if you're not the only one talking about your brand. In fact, most consumers need to see a brand or product six times or more before they're ready to make a buying decision. Having influencers on your side can help you increase your audience touchpoints.

Creating Impactful Influencer Marketing Campaigns

To soar above the social noise, find passionate influencers who see the value in your brand identity, alignment, and assets. Build relationships with these influencers, cultivate them, and evaluate their value.

Start with these few tips:

1. Find the Best Influencer by Listening to Your Current and Intended Audience

Understand the wants and wishes of your audience. What do they enjoy? How do they spend their time? In what ways will your product benefit them? Knowing the answers to these questions allows you to narrow the scope of prospective influencers and know the best influencer marketing campaigns and channels.

Video posts, media that include favorite songs, and image-rich content delivered by the best influencers on the right channels have the biggest impact. For certain demographics, a campaign on Snapchat, Instagram, or TikTok has a much greater impact than Twitter or Facebook.

2. Develop a Personalized Approach in Partnership with Influencers

When an influencer is selected, work with them to help them cultivate a trust within your intended demographic that resembles what they would want from friends and family, not an impersonal salesperson or agent. No one likes being sold. How will they interact with your brand's message so their word-of-mouth endorsements have power?

Knowing what you can do to cultivate the social media influencer marketing campaign from the onset benefits all parties. Help them use their talents to build genuine connections and authentic branding strategies that consumers will accept and value. Having strong ties with the influencer is imperative before they represent your company. An ideal partnership is one that is mutually beneficial and staying power.

3. Encourage Influencers to Engage in Powerful Storytelling

Storytelling motivates the audience. Whether it is a childhood fable or nursery rhyme or a powerful podcast or TED talk, effective storytelling evokes the senses, often having a moral that may tie in with a call to action. The best influencer marketing campaigns allow the intended audience to picture themselves with the product or brand before the CTA cements the sales pitch.

Partner with the influencer to construct engaging and interesting content. Rise above the social noise -- even with products that are far from "brand new" -- by infusing new ideas and approaches.