It can be seen that Influencer Marketing is in a period “gold", when the budgets of brands pouring into this channel increased dramatically, The form also changes and gradually evolves over time 2.0.
Experts measure the ROI of this form much better 11 times compared to traditional marketing methods. Some cases of Influencers collaborating with brands have received a lot of attention from the mass audience.
The coverage of those attractive numbers paints a picture Influencer Marketing more lively than ever in recent years. But at the same time, Consumers are also gradually feeling "interference".
During the session #RETHINK Workshop: Content cut through the noise, From an objective perspective and guidance from Golden Stella VMD – Ms. Quynh Nhu with Influencer, Fashionista Chau Bui had a discussion about the current situation Influencer Marketing Help people be ready to challenge limits, Leading in technology 'mass communication' when you know how to find a solution Use Influencers effectively.
- Influencer Marketing is “Industrialized”
According to research on the Influencer landscape, at now, Most industries are competing quite fiercely in the "race" for usage Influencer Marketing.
Example from the baby formula industry, Skin Care & Personal care products show: Keep 10 Influencers are gone 4 Influencers receive advertising for both 4 brands in the same category. This leads to duplication and "noise" when advertising the same type of product, gradually causing the public to become skeptical and lose faith in suggestions from Influencers.
Everyday, We are exposed to a lot of advertising information from Influencers. The content of these Influencer These are similar, Pictures taken with the product are also the same 1 corner. Agency operates in the field of Influencer Marketing – Stella calls this phenomenon “deja vu happy”: Industrially producing content makes the public less interested in watching.
The problem mainly comes from lack of communication 2 pm. Usually, common, normal, Influencers tend to follow the template from the brand's brief. Leading to the final result not being as expected, Influencers cannot convey the spirit, the brand's personality through the product and does not stimulate the consumer's need to choose that product.
Is the main consumer generation at present, Gen Z There are higher demands than ever. They tend to weigh and measure before deciding to buy an item. When listening to reviews, They also don't believe it right away but only choose quality content from Influencers who rarely receive advertising to make decisions.
“Industrialization” Influencer This is the current practice that makes consumers lose interest and trust, This leads to the failure of many campaigns and even negative impacts on Influencers. Is this a really good product?, any product is merely advertised for commercial purposes?
For a more comprehensive perspective between 2 beside, Agency representative, Ms. quỳnh as – Deputy Managing Director of Golden Stella raised questions about the current state of Influencer Marketing so that Influencer Chau Bui could express an objective perspective., from that, Helps people listen and gain useful experiences:
Q: According to Chau, amidst the “interference” of Influencers, How can Chau become a special phenomenon loved by young people and sought after by many brands?”?
A: Influencer is an industry that is always shifting. Audiences, Especially young people always like to see new things. The challenge of Influencers is to keep the content always fresh, unique, Bold personality to retain your audience. therefore, when receiving an advertising Brief, Influencers have a difficult time balancing needs, Follower preferences and requests from brands.
To keep personalization in this case, Chau can partner's trust, 3 beside Influencer – Agency – Brands will discuss together to come up with a final solution most reasonable. Chau always values straightforwardness, The elements of timeliness and spirit go hand in hand in all activities.
In the next part, SaigonTV will share with you useful information about the problem How to “revolutionize” Influencer Marketing aims to enhance brand power? shared during the session Rethink Workshop shared by Ms. quỳnh as – Deputy Managing Director of Golden Stella.
Theo Golden Stella
