Since the onset of social media over a decade ago now, the opinions of ‘influencers’ have held great amounts of sway on their ‘followers.’ Leveraging user generated content created by these influencers is a great way to build a vast number of followers quickly, whilst also keeping the content flowing readily…
As Digiday so rightly points out – the amount of user generated content useable by brands has absolutely exploded in the past few years, making it a cost effective source of product proof points that marketers everywhere can exploit.
As an example, Mercedes-Benz’s Instagram account is a good example of a large brand showcasing UGC and harnessing it as a nearly inexhaustible supply of fresh, compelling content that’s on brand. By providing a link back to the creators account it cements the legitimacy of the content whilst simulataenously giving the creator a boost in publicity.
The examples above perfectly showcase 2 proof points; the glamour and robustness of the Mercedes-Benz products in a ‘money-can’t-buy’ way…
As Forbes point out, influencers should not be judged squarely on how many followers they have – but also on how knowledgeable they are on their subject matter, along with how relevant they are to your brand or message. The fantastic equation below should help you to better vet influencers who can add value to your brand:
Influence = Audience Reach (# of followers) x Brand Affinity (expertise and credibility) x Strength of Relationship with Followers
This simple strategy can be used by any almost any brand, and has been used to great effect by some of our clients like Bose, who used influencers like singer/ artist Guy Sebastian to promote their #ListenForYourselfAU campaign.
See how we’ve crafted great UGC experiences for brands right here.