Every brand has their peak season. Whether you are a grilling company that focuses on advertising in the summer or a candy company that pops up all over social in October, every marketer knows what time of the year it is best to be in eyes of the consumer. But when it comes to influencer marketing, hardly any of the rules for traditional advertising still apply. You already know how important it is to tap into the world of influencer marketing, but here’s why it could benefit you even in your off season.
Ambassadors are creators that love your brand and post frequently about you. They promote you in genuine ways and at times that feel right to them. One of the biggest draws to influencer marketing is the authenticity that comes along with it. More and more consumers are trusting those they follow rather than big named brands. A huge part of this authenticity comes from letting the influencer post how and when feels right for them and their followers. Popping up through tons of influencers only during specific times of the year could come off calculated and inauthentic to their audience. One of the easiest ways to avoid this is to consider leveraging ambassadors rather than just one time influencers.
Stand Apart From Your Competitors
In a time where attention spans are lessening with every generation, one of the most important things you can do is try to stay relevant. If you want to get the attention of millennials and gen z, then you have to consider marketing through influencers throughout the whole year. If you think it is your off season then most likely others in your industry will think that too, so here is your chance to grab the audience’s attention while no other competitor might be. Again, ambassadors that post often about your product in their own way, can help you stay relevant during slower seasons.
Create an Annual Strategy
If you are strictly a seasonal brand and wanting to maximize your seasonal campaigns, you will need a year long campaign. If you always have a strong seasonal revenue uplift in the fourth quarter, start some campaigns early in the year to both seed the larger campaign in the 4th quarter and determine the influencers who worked best for your brand. Creating an annual strategy can drive more impact than single one off campaigns and better help you understand what works and what doesn’t leaving you better prepared when your time comes to shine.
Social is Always On
Think about traditional media for a second. If you advertise on the radio you want to play during rush hour, when most people are listening. And if you advertise on TV you want to play during the Super Bowl or the Oscars or PrimeTime. But this isn’t the case for social media. Sure, we may see small peaks at certain times of the day, but for the most part social is always on. When it comes to social media, there is no off season and there is no primetime; the traditional rules of media simply do not apply.
In an ever changing industry that can sometimes seem over-saturated, leveraging influencer marketing year-round is an efficient and cost effective way to stay relevant to your audience while maintaining that ever so desired authenticity.
MATTR is the only full-service influencer marketing provider with detailed audience insights from PersonaMesh™. We go beyond demographics into psychographics such as values and interests so that your influencer campaigns align with your campaign targets.