Sitemap

Maja Stojanović, Executive Director, Olaf & McAteer

Celebrities Or Influencers – That Is The Question

Ever since the internet entered our business, especially when it shifted from our desktops to our pockets, it became an omnipresent factor that has since shaped our thoughts, needs and activities day by day. We’re all aware of it, but brands got it first. (We’ll talk showbiz, sports and politics next time).

Brands have been using celebrities to boost their image and increase sales for many decades, but with the development of new devices and platforms, a brand-new consumer profile emerged: the empowered, self-centred individual that forms opinions and decisions based on what they see and hear from relatable sources, be they friends on social media or some blogger on a certain topic whose stories they follow, enjoy and value.

For the first time (as measured by the trusted Edelman Trust Barometer in 2017), “a person like yourself” is as a credible source of information about a company as a technical or academic expert (all three at 60%).

The keyword here is relatable – if your objective is simply to gain exposure or create a positive brand image, a compatible celebrity will do; but if you want your audience to actually buy your products, the key question your campaign should answer is “what’s in it for the customer?”

This is where the influencers step in. They spark conversations about the topics, create the buzz and instigate action among their followers. They are also much more open than the celebrities, so people relate and identify with them on a deeper level, meaning they generate a higher level of trust towards them.

Do’s and Don’ts of Influencer Marketing

1. Do not select influencers based solely on their number of followers.
Customers make their decision based on information from relatable sources. This means you ought to choose an influencer whose content, audience and personal values fit your brand.

Targeting the big-name social celebrity is nice, but there’s a good chance you can acquire higher ROI by carefully picking one or more micro-influencers relevant to your target group.

2. Do not limit your influencers’ creativity.
Bear in mind that influencers gained popularity and trust because they create useful content – not ads. All too often, marketers try to slip their own ideas into content created by influencers, thus risking the destruction of authenticity and diminishing of trust.

Instead of giving them a script to follow, give applicable guidelines – and your trust. After all, who knows the audience better than the person who has built it up?

3. Do not strive for quick campaigns and short-term collaborations.
More and more brands are beginning to recognise the potential of influencer marketing, but many seem to fail as soon as they set up the strategy.

Influencer campaigns often come down to simply picking one or several influencers and running a challenge or giveaway, followed by instant growth in likes, followers, website visits or purchases; however, as soon as the campaign is over, so are its results. Instead, do it the smart way.

Hire five, ten or even twenty influencers relevant to your niche(s), who will spread the word about your brand gradually, in order to create the buzz – so that your target audience feels as if “everybody is talking about it”.

In addition to that, define a set of KPIs and measure the ROI both in the short- and the long-term, and use the data for future campaigns.

More...

Marinko Ukropina, Managing Director, SGS

Challenges Help Us Develop Ourselves

SGS Belgrade has developed continuously since its establishment. The latest example is the development of a very complex service of clinical trials of medicines,...

Marnie Finlayson, General Manager, Rio Sava Exploration d.o.o.

Committed to Deliver

A new mineral, a new process technology and a new market all require careful consideration in order for Jadar to become an enduring, sustainable...

Tian Ye, Director, Minth Automotive

We’ve Responded Successfully to the Challenge

Minth Automotive’s first serial production and delivery to customers from Loznica will start from the beginning of 2021. It comes as a result of...

Cheryl Hickman, Science Teacher at The International School of Belgrade

Preparing Students for the Future; It’s not about the Technology…

At the International School of Belgrade, we are not just integrating technology, we are innovating with technology. Technology integration plays a vital role in...

News

Richard Grenell: Serbia-Kosovo Agreement Results From Trump’s Different Brand Of Diplomacy

President Aleksandar Vučić of Serbia and Prime Minister Avdullah Hoti of Kosovo took an enormous step toward a long-term...

Agreement On Normalisation Of Economic Relations Between Belgrade And Pristina Signed

President of Serbia Aleksandar Vucic and Prime Minister of the Provisional Institutions of Kosovo Avdullah Hoti signed an Agreement...

Symbols Of Belgrade Lit In Colors Of The Polish Flag

On the occasion of marking the 40th anniversary of the founding of the "Solidarity" movement, Branko's Bridge, the Bridge...

Montenegro Election: First Projections Point To A Tight Race

In Montenegro, the ruling DPS was nearly neck-and-neck with its main rivals, according to early and incomplete projections of...

Gorenje To Hire 600 Temp Workers Due To Surge In Orders

Slovenian home appliance manufacturer Gorenje is hiring some 600 temporary workers to cope with a record number of orders....

Agreement On Normalisation Of Economic Relations Between Belgrade And Pristina Signed

President of Serbia Aleksandar Vucic and Prime Minister of the Provisional Institutions of Kosovo Avdullah Hoti signed an Agreement...

Montenegro Election: First Projections Point To A Tight Race

In Montenegro, the ruling DPS was nearly neck-and-neck with its main rivals, according to early and incomplete projections of...

EU Awards One Million EUR In Grants For COVID Recovery In Tourism Sector

“#EUzaTebe – For Cultural Heritage and Tourism” project has awarded one million euros for 120 projects aimed at supporting...

UNDP And Embassy Of Slovakia Present Feasibility Study On Use Of Thermosolar Energy

The Mayor of Belgrade, Zoran Radojičić, met with the Ambassador of Slovakia to Serbia, H.E. Fedor Rosocha and Resident...

The EU Does Not Recognize Belarus Election Results

Members of the European Council held a video conference, at which they discussed the situation after the presidential elections...