Takeaways from North’s ‘Influencer Summit’ 2024
Takeaways from North’s ‘Influencer Summit’ 2024 https://northstrategic.com/wp-content/uploads/Image-12.jpg 768 576 Jonathan Forani https://secure.gravatar.com/avatar/0224c5ae9357da0ca0dcbe96be87c430?s=96&d=mm&r=gBy Carson Kwok, Senior Account Director
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Influencer marketing is a rising force for brands and a well-warranted one.
But with more investment, influencer marketing is experiencing groundbreaking shifts. For brands to win in this space, they have to be more complex in their approach, and evolve at the organizational and creator level.
That’s why North Strategic hosted its inaugural “Influencer Summit” this month, bringing our team’s expertise in building innovative influencer programs to help our clients remain at the forefront of this evolution.
Here are a few key takeaways:
One-Off vs. Integrated Influencer Marketing
Gone are the days of one-off influencer campaigns with paid amplification. Brands that are winning in influencer marketing are planning their programs with an integrated approach.
Aligning to internal goals, brands plan out multiple influencer programs annually, with complex overlaps across goals. Organizations that look at influencer marketing from the integrated lens are more effective and efficient with their budgets.
Unexpected Endorsements
When you think of endorsement, you might think of standard celebrity integrations. Well, the evolution of a new era of brand endorsements is upon us.
Think of Sydney Sweeney’s automotive partnerships and Ottawa’s Logan Moffit, whose cucumber videos have garnered millions of views and unexpected brand partnerships like Sephora. Interests and hobbies are incredible opportunities for brands to tap into engaged communities.
These can be more powerful entry points to connection since a brand is earning attention instead of paying for it, which is the essence of PR and storytelling.
Old Is New
Influencer Summit 2024
Over the past few years, best practices have dictated shorter content formats as attention spans wane. But everything old is new again and new “retro” content techniques are standing out, including long-form video. Long-form content allows brands to tell more detailed and compelling stories leading to increased audience connection and engagement.
Fashion brand Loewe applied this formula, tapping the influence of Dan Levy and Audrey Plaza to create a branded film that became story-driven advertising content that people wanted to consume.
Influencer marketing is fast-moving and in constant evolution. North has been building influencer programs through each iteration of this evolution and seen its impact for our clients. It’s clear that brands willing to innovate with their influencer programs can build authentic and powerful connections to customers that drive business results.
To learn more about North’s influencer marketing services, contact us today.