Who's who when it comes to deliver results
We use ads, and they work. I won't pretend to say something different, specially since there is a whole world of different scenarios out there. With the right approach, and knowledge, ads works. But, that doesn't mean that things are not changing.
In the last decade the use of digital influencers as a medium to transmit our brand message has been increasing, mostly because of the concept "word of mouth recommendation", yes we all know people trust people opinion more than brands. And with the boom of the social networks every voice, even the most little one is an influencer that we, as a brand, can reach to work with. Gone are the days when recruiting an influencer represented a full-expensive-long-term-contractual-agreement between the brand and the public.
Even small brands can workout an influencers program to help promote their products or services.
So, as a brand we continuously work with Ads and Influencers, but, who is really making the difference when it comes to results. To create true traffic, even sales.
There is no simple answer for this. I have seen success using both cases. But also, what calls my attention is that I have noticed that in many cases (and believe me, I monthly have access to Kip's of several brands efforts) the contribution that the influencers efforts create is by far much more higher that the ads efforts.
Even small brands can workout an influencers program to help promote their products or services.
So, as a brand we continuously work with Ads and Influencers, but, who is really making the difference when it comes to results. To create true traffic, even sales.
There is no simple answer for this. I have seen success using both cases. But also, what calls my attention is that I have noticed that in many cases (and believe me, I monthly have access to Kip's of several brands efforts) the contribution that the influencers efforts create is by far much more higher that the ads efforts.
My goal with this article is not setting a position on who's better, since there is no possible way (for anyone) to make such a statement. My true goal is invite you to play close attention to what is going on with both of your efforts side by side. Things you should be able to answer:
1. Who's bringing more traffic - You would be surprised what you can find here. Good influencers can really achieve amazing things.
2. What's is the conversion rate for the obtained traffic - Let's say we have 50% Ads based - 50% Influencers based, the question now is, how effective is this traffic, how many of the Ads share completed our goal, how many of the Influencers share completed our goal.
3. What's the social reach share - Again, what's the share for each channel when it comes to social visibility.
4. What's happening once people have access to our content on each channel - And once they public sees our brand, do they say they love us?, we get complaints?, do people enjoy more talking about how awesome is our car or do they prefer to see our car advertising?
5. What's working better One-to-one content (like ads) or Open Social Conversations (like Influencers talking) - Humans love to talk to each other, and that's a powerful thing.
1. Who's bringing more traffic - You would be surprised what you can find here. Good influencers can really achieve amazing things.
2. What's is the conversion rate for the obtained traffic - Let's say we have 50% Ads based - 50% Influencers based, the question now is, how effective is this traffic, how many of the Ads share completed our goal, how many of the Influencers share completed our goal.
3. What's the social reach share - Again, what's the share for each channel when it comes to social visibility.
4. What's happening once people have access to our content on each channel - And once they public sees our brand, do they say they love us?, we get complaints?, do people enjoy more talking about how awesome is our car or do they prefer to see our car advertising?
5. What's working better One-to-one content (like ads) or Open Social Conversations (like Influencers talking) - Humans love to talk to each other, and that's a powerful thing.
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