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Influencer Marketing that Works

Every seventh Latvian organization (14%) consider influencer marketing as the primary and strategically important communication channel, says survey conducted by communication agency Olsen+Partners among 1535 Baltic organisations representatives.

On one hand, influencer marketing can strengthen a brand's position, draw attention to services, products, ideas, or behavior models, and add credibility to an organization's messages. On the other hand, it carries the risk of financial and reputational losses. These extremes are divided by several crucial aspects.

 

  1. Additional Selection Criteria

 

The bacis includes metrics like the number of followers (but not as the main goal, as collaboration with nano and micro-influencers now being recognized as consistently valuable). Other factors include the demographic profile of followers (region, gender, and age dominance), detecting signs of fraud, the level of audience engagement, and the alignment of the influencer's image and communication style with the advertiser.

 

Additional criteria are becoming more important, such as the alignment of deep values between the influencer and the organization, and the influencer's responsibility level towards their audience and partners. This includes how thoroughly the influencer researches and verifies information about the organization before publishing.

 

  1. Transparency and Honesty

 

A third of organizations request influencers not to disclose that their publication is sponsored, while others attempt to present commercial relationships more subtly. The illusion of honesty was initially created using the #collaboration hashtag, but it soon became clear that this was an ineffective method. Survey showed that more than half of internet users were unaware that this hashtag indicated advertising.

 

The Latvian Consumer Rights Protection Center clearly states that paid publications, including barter arrangements, must be labeled #advertisement, and it should be evident from the content who the advertiser is. Furthermore, influencers are not allowed to mislead their audience or spread unsubstantiated information.

 

  1. A Different Approach to Content Creation

 

It's time to stop advertising in the same way as on television. Influencer marketing is a different channel with different rules, primarily focused on maximum integration into the blogger's lifestyle. Assist them in creating situations where they can showcase your brand's values, from using your products or services to participating in special events. Think broadly; perhaps your loyal customers and employees can also act as influencers.

 

Olsen+Partners communication agency continually monitors influencer marketing trends to ensure our clients derive maximum benefits from this communication channel. On December 7, 2023, Olga Kazaka, a partner at Olsen+Partners, will conduct a seminar, "Influencer Marketing that Works," in which she will discuss trends and crucial principles to follow in influencer selection and collaboration. This seminar will be conducted in Latvian.

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