For the most prestigious brands, are they worrying over nothing or have they a right to be wary of influencer marketing?
We’ve all seen an influencer fall from grace. As a brand, you must consider the impact it could have on your reputation. In March 2019, YouTuber and Instagram sensation, Olivia Jade, was found to have illegally gained entry to the University of Southern California, as well as her sister. This was a result of their mother, Lori Loughlin’s, alleged bribery of the university – to the value of $500,000. Olivia was working with several high-end brands at the time, including Dolce & Gabbana and Marc Jacobs. However, after this news broke, she lost several brand deals including one with high-end beauty retailer, Sephora.
Working with an influencer or content partner means putting at least some of the power in their hands. Their other ideas, opinions and behaviours could have a negative impact on your brand by association. If your brand invests in an influencer and is forced to withdraw support due to a controversy, this could see a significant loss of time and investment.
Many brands use expensive screening processes to vet content partners they choose to work with, to ensure no questionable tweets or posts are lurking in their past. Naturally if these are paid partnerships too, the brand can always request final sign off on any content. But, ultimately, we cannot predict the future in terms of any scandal that will arise, and so there will always be an element of risk to partnership marketing. We know however, from experience, that the gains of collaborating with a suitable partner will usually far outweigh any risks, in terms of financial growth and brand perception.
First comes awareness, then comes ROI – or does it? How can brands be sure that significant investment into content will yield the results they want? Fortunately, Silverbean has decades of experience here. Affiliate marketing is a purely performance-based channel, and once we know what the brand is hoping to achieve, we start building an effective affiliate partner programme. We optimise programmes to align with various targets, from boosting international revenue to raising local brand awareness and everything in-between.
We use several tools to hand-pick relevant influencers and content sites within a brands budget. From here, we set KPIs and monitor activity closely. Nothing is set in stone, so we can be agile and tactical when allocating budget – so every penny is well spent on achieving our goal.