This content lends brands much-needed authenticity, says creator economy expert Keith Bendes.
Read the article and decide if the sentences below are true or false:
1. Keith Bendes predicts that influencer marketing is moving into its fourth era, which will be driven by traditional advertising.
2. In Influencer 2.0, brands started paying content creators to post on their own social media pages.
3. The third era of influencer marketing is characterized by brands realizing that creator-made content performs better than their own in almost every channel.
4. McDonald’s made a TV commercial in Switzerland last year using entirely professional actors to promote their new sauce containers.
5. Bendes believes that influencer content is used to show the “authenticity” of the brand, with influencers reflecting the average person.
6. Linqia recently launched a tool to help businesses use creator-made content in physical billboards and TV ads.
7. TikTok introduced a tool in 2023 that helps brands incorporate creator-made content into their ad campaigns.
Key: 1F; 2F; 3T; 4F; 5T; 6T; 7T
Glossary
- mainstay – a central or most important element of something, typically something that provides support or stability
- to come about – to happen or occur, especially in a way that is not planned or expected
- to anticipate – to expect or look forward to something, often with a sense of planning or preparation
- to leverage – to use something to its maximum advantage, often in a strategic or efficient way
Practice makes perfect
WORD FORMATION: Change the word in CAPITALS to fill in the blanks.
In an era where digital platforms reign supreme, influencer marketing has evolved from a mere trend to a fundamental component of modern advertising strategies. This approach transcends many conventional advertising expenditures by offering 1. …………. [STRATEGY] value and 2. ………….. [MEASURE] returns, which has led to a shift in how many marketers view it: It’s not just a spend. It’s an 3. ……………… [INVEST].
This shift in perspective was highlighted recently at Advertising Week New York, where industry leaders gathered to discuss the 4. …………… [TRANSFORM] power of influencer marketing. (…)
The Power Of Influencer Marketing: Reasons To Invest
Influencer marketing is a strategic 5. ………………. [PARTNER] between brands and online influencers who wield immense power on social media. Here are three compelling reasons why you should view influencer marketing as a smart investment.
The Growing Influence Of Influencer Marketing
In 2023, the global influencer marketing industry soared to an estimated $21.1 billion in value, and 89% of the marketers using influencer marketing last year were planning to increase or maintain their investments in it. Within the industry, we’ve been witnessing a shift from prioritizing brand 6. ……………… [AWARE] to generating sales, which signifies that influencer marketing has evolved into a pivotal element in modern marketing, delivering tangible business outcomes.
Outstanding ROI
For every $1 you invest in influencer marketing, you can make roughly $6.50. Micro-influencers are especially 7. ………….. [POWER], receiving up to 60% more engagement than their well-known macro-influencer counterparts, despite having smaller followings. Brands benefit from their cost-effectiveness in reaching specific audience segments while maximizing ROI.
Trust And Credibility
Influencer marketing capitalizes on the established trust and 8. …………….. [CREDIBLE] influencers have fostered with their audiences. Nearly three-quarters of millennials and Gen Zers follow influencers on social media. Notably, 50% of millennials trust influencers’ product 9. ……………….s [RECOMMEND], compared to 38% who trust product recommendations from celebrities. Thirty-three percent of Gen Zers have purchased a product following an influencer’s suggestion in the past three months. This underscores the 10. …………. [SIGNIFY] sway that digital personalities hold over younger consumers seeking 11. ………….. [GUIDE] in product selections and lifestyle choices. (…)
In order to check your answers/read the whole article, go to: https://www.forbes.com/councils/forbesagencycouncil/2024/01/05/the-power-of-influencer-marketing-your-strategic-investment-for-success/
Key: 1. strategic; 2. measurable; 3. investment; 4. transformative; 5. partnership; 6. awareness; 7. powerful; 8. credibility; 9. recommendations; 10. significant; 11. guidance
Discuss
- Why do you think brands are moving away from traditional advertising and relying more on creator-made content?
- Bendes says “trust of brands is at an all-time low” while “trust of creators is at an all-time high.” Do you agree? Why or why not?
- How does authenticity in advertising influence your buying decisions? Can you think of a time you bought something based on a social media post?
- What are the potential benefits and drawbacks of using TikTok or X posts in billboard and TV ads?
- Do you think it’s effective to feature everyday people instead of celebrities in advertisements? Why or why not?
- Would you consider becoming a content creator or influencer given the growing demand for “everyday people” in advertising?
- How do you personally feel about seeing social media content in more traditional ad spaces like billboards or TV? Does it feel more relatable or less professional?
Watch and Revise!
Influencer Marketing
The Secret Sauce for 2025
https://www.cloud.worldwideschool.pl/index.php/s/rNECD46MTyqRF3M
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