- The influencer marketing boom has been accelerated by the content creator economy. It has also seen rapid growth.
- But, there is more to the story than meets the eye. There is an increasing climate of risk and instability, as well as a shifting away from vital practices, in favor of what could be viewed as a “faster track to success.”
- Anthony DiMoro, Gamactica’s CEO and Influencer, shares his topline view on influencer marketing, social media channels, and the importance of using SEO to amplify digital marketing results
Many internet marketing strategies were once divided into specific categories. These included search engine optimization (SEO), search engine marketing/SEM/PPC, and online reputation management (ORM).
Today is a different time. Brands are looking for ways to enter the creator market and increase their ROI. This turbulent space has many variables and angles.
The boom in influencer marketing has been largely due to the content creator economy. This boom has seen rapid growth and many successes. However, these successes are only the beginning. There has been a rise in risk and instability, as well as a shift away from vital practices to make way for what is perceived as a faster track to success.
Instagram was once the dominant social media platform. TikTok is now a serious threat. Facebook is making major changes to capture the success of TikTok.
TikTok isn’t just pushing Facebook; it also pushes platforms like YouTube to include their own short-form video content called ‘Shorts.
Is it actually funneling marketing dollars to prove the viability these trends?
The Insider illustrates the marketing spend on this newer form of content marketing and social networking marketing below.
Source: The Insider
It is hard to deny the impact of the creator economy.
The creator economy is exploding through ceilings and it has almost reached a point that there is an inflation in creators but fewer are cashing in. It begs the question: Does this apparent dilution affect the overall success of the platform as well as the creators?
According to The Information, over 39,000 TikTok accounts boast more than one million followers. While more people are becoming famous, not all of them are making a living from it.
Here’s a snapshot of the reasons every social media channel wants TikTok
This can have a negative impact on brands who use influencer marketing to supplement their digital marketing strategy.
TikTok’s shorter form approach is closer to television content. Entertainment is available at a push of a button or, in this case, a swipe of your finger. Is it the best new influencer marketing method that can deliver a viable ROI?
Or are platforms like YouTube more successful in the long-term, with more reliant on branding, community building, and generating better returns for both advertisers and companies?
There is no one right answer and it can vary from industry to sector and niche to niche. However, TikTok’s immense success and popularity is causing a shift in creator economies that is having a significant impact on other platforms.
Amazon’s Twitch platform remains the leader in live streaming, but will it continue to be a major player despite all the problems the platform has faced, including toxicity, hate and harassment?
Is it fair to think that Twitch streamers are as vital aspects of influencer marketing in the same way TikTok creators or YouTubers?
Twitch seems to have remained the same, for better and worse, even though platforms are known to move fluidly with market trends. It could be a bullish vision or Twitch is just out of touch.
Companies are willing to invest in platforms with a high influencer marketing value, and agencies are working to meet these needs.
Brendan Gahan, Partner & Senior Social Officer at Mekanism, stated earlier this year that “Working with content creators or influencers is different from traditional advertising for certain” (via Gamactica).
“Ultimately, the key to success with an influencer campaign involves ensuring that these three things happen.
- The content is loved by the audience
- Creator has great experience
- The brand communicates its message clearly
“When you don’t work with creators, you really start from scratch. It’s open. The beauty of working alongside creators is the community. This community, in theory, knows creators, trusts them and pays attention to them. Advertisers need to work together. These advertisers need to be more focused on the first two points.
One-track approaches could prove to be a problem
Diversity is key to success in influencer marketing, as it is with all things.
While we are able to celebrate the success of this new digital marketing method, there are other aspects that are missing in certain areas, like gaming and content creation.
We have covered this topic a few times.
However, few things have changed and, despite all the data and the proven formula, the lack of SEO is still a problem.
As the influencer marketing landscape evolves, it will face its own challenges and present its own “risk-and-reward” and “boom and bust” scenarios. This will force the vertical to shift and the platforms to reshuffle.
SEO is still difficult in certain corners. Local businesses in Florida use Miami SEO and surgeons use Medical SEO. Content creators and influencers, however, don’t use Medical SEO.
It seems a bit shortsighted to continue these trends, especially with internet marketing evolving to include influencer marketing.
Only time will tell.
The SEO element
Although many people may not immediately link SEO and influencer market together at first, there is a lot to be symbiotic and it raises the question of why SEO isn’t integrated in most influencer marketing campaigns.
Influencer marketing is primarily about building relationships and optimizing these relationships to create impact and potential ROI – two of the most appealing aspects of a successful marketing campaign.
Combining it with SEO is the cherry on top.
SEO can increase the visibility and impact of influencer marketing campaigns by boosting the content marketing aspect.
Gamactica has shown that SEO is possible in the niches and industries of gaming and content production. This can be done both on an organic global and targeted search level. These elements are effective in increasing the potential success, ROI and impact of any influencer marketing campaign.
These integrations are crucial in transforming the influencer marketing landscape to make it more valuable and viable as niches and industries change. It helps the SEO industry to grow organically in the new digital age.
Gamactica’s CEO is Anthony DiMoro. You can find him on Twitter @AnthonyDiMoro.
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