Influencer Marketing, Other People’s Attention

Door
Peter Kokkeler
-
4224
11437
balr

Influencer Marketing, Other People’s Attention

Het gebeurt steeds vaker bewust, dat men influencer marketing inzet. Het is eigenlijk een fenomeen wat al vele jaren gebruikt wordt. Nu heeft het echter een herkenbare naam. Veel grote bedrijven koppelen graag hun merk aan een bekende Nederlander, topsporter of zanger. Coca Cola, Nike en zelfs de Lidl sinds kort met Frans Bauer zijn slechts enkele bedrijven welke graag de invloed, positionering en reputatie willen gebruiken voor hun producten en diensten.

Fastforward naar vandaag de dag!

Waar vroeger de televisie, krant en radio de belangrijkste vormen van marketing waren voor bedrijven, daar is er nu ook social media met Facebook, Instagram, LinkedIn en YouTube. Ook zijn er volop blogs met duizenden en soms zelfs miljoenen volgers. Het is mogelijk om onder de aandacht te komen van deze volgers van blogs, personen en organisaties. Tegenwoordig kun je een post laten delen op deze kanalen. Het gebeurt tegen betaling en soms ook gewoon uit waardering.

Een sterk voorbeeld: BALR

BALR is een kledingmerk opgericht door Demi van der Zeeuw (voormalig profvoetballer). Hij maakt geen traditionele reclame. Hij focust zich puur op het merk en het promoten hiervan via Influencers. Het gaat hier om topsporters en andere bekendheden. Hij stuurt ze pakketjes met hun kleding in de hoop, dat ze deze dragen als ze ergens naartoe gaan. Ze worden gespot en ook op hun social media komen foto’s van hun met de kleding te staan. Wat is het gevolg: Gratis publiciteit voor zijn merk. Het is publiciteit welke niet als reclame gezien wordt door de volgers. Het wordt dus anders opgenomen in hun hersenen. Hierdoor is het een veel waardevollere manier van marketing. Het bereik is extreem groot, want de meeste topsporters hebben miljoenen volgers. Omgerekend naar marketingeuro’s is het bijna onbetaalbaar.

Influencer marketing: Groot bereik + Meer impact (het wordt niet gezien als reclame)

Het biedt dus sterke voordelen!

Veel klein of een keer groot?

Een vraag waar ik persoonlijk mee worstel is of het tegenwoordig slimmer is om meerdere kleinere influencer partners te hebben of een grote. Dub bijvoorbeeld 100 keer 1000 volgers of 1 keer 100.000 volgers.

In verschillende vakpublicaties lees ik dat het eerste (100 keer) beter is. Wat vind jij?

photocredits coverphoto: https://balr.pr.co/presskit/214585

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