Why are businesses collaborating with influencers?

Zoella

The rise of social media has brought along a new breed of personalities, who have become known as influencers. With thousands and even millions of followers on social media, they have amassed huge audiences who hang off their every word and see them as a personality, a friend and as someone they trust. It doesn’t matter what the industry is, whether it is beauty, fitness, travel or car enthusiasts, they have become experts in what their audience is looking for. They are experts at creating original, engaging content that will generate interest.

This is why brands are jumping at the chance to work with them, especially those targeting younger audiences. They are much harder to reach with traditional print media, they are not going to buy a newspaper each morning to see an advertisement. But you will struggle to find someone under the age of 25 who doesn’t check their social media accounts every morning before they get out of bed.

A glowing example of this is Zoella. In the eight years that she has been building her beauty and lifestyle YouTube channel and blog, Zoe Sugg has gained 10 million Twitter followers and 11 million Instagram followers that show no signs of slowing down. It is therefore no surprise that brands are queuing to partner with her to promote their products. High street giant New Look, designer favourite Yves Saint Laurent and even the UK government scheme National Citizen Service have all collaborated with Zoella due to her huge following. The Body Coach founder Joe Wicks is another example, his huge social media presence has led to successful partnerships with Uncle Ben’s and Sainsbury’s. They’re not typical celebrities, they have spent time working up a relationship with their audience. Zoella’s audience trust her and her opinion. If she doesn’t like a product, then chances are her 11 million YouTube subscribers won’t either.

There is a balance when working with an influencer. You don’t want to push your brand on the consumer, seeing paid for advertisement constantly on Instagram screams, “I’m being paid to do this”. People know when they are being misled. But using influencers who share the same audience as you do is a perfect way to reach an already established, large following. The content should be relevant in order to be successful. It’s a constant struggle for brands to influence their audience.  Yes thousands of people will see a TV advertisement but how many will be influenced to go out and act in the way desired by the brand? If an influencer collaborates with you, you already have access to their audience. They are more likely to act in the way that you desire as they trust the influencer and therefore trust you. But if this is taken too far, with constant paid for advertisements, it comes across to the audience as too fake and both the influencer and the brand lose credibility.

Written by Jessica Seddon, a third-year PR student at the University of Lincoln on work experience at Magnite PR

Click to win

Editorial competitions are an effective way to help raise the profile of new products in key media both in print and online.

It can help target sometimes hard to reach audiences through the media channels that they consumer and enjoy.

We recently placed a product giveaway on page three of Bella magazine with entry via its website to win one of ten Thomas Kent Dove Grey Mantel Clocks.

This simple ‘click to win’ mechanic generated a whopping 192,924 online entries for the ten clocks on offer – a new record.

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Shopping for customers

Marlowes Shopping Centre 2116Marlowes brought on Magnite to put it firmly on the map of shopping centres in and around Hemel Hempstead. The centre was keen to show that it offered more than just a great shopping experience – It was central to its community.

Magnite created an overarching banner campaign #MoretoMarlowes.

Within this remit Magnite connected to influencers including bloggers and consumers, retailers and local media. Tactical campaigns linked to topical events including Summer of Sport, Back to School, Shopping Centre of the Future and the Charity of the Year.

Coverage appeared consistently in local press, online and on social media and excited consumers with a dual result of encouraging footfall to the shopping centre and creating a high engagement with followers online, reaching into the thousands.Strong online and print presence meant that there was a constant buzz around Marlowes Shopping Centre with local media and consumers. The shopping centre raised awareness of its activities and achieved its aim of increasing its strong links to the local community.

Marlowes Takeover Day

Lifting the lid on auto apprenticeships

 

Sue Husband from NAS with Ford automotive apprenticesWe had a great day at the Henry Ford Academy with Sue Husband, Director of the National Apprenticeship Service at the Skills Funding Agency (SFA), and our client Skillnet.

The visit was party of our ongoing stakeholder engagement programme. Sue was given a tour of Ford’s fantastic training centre and took part in demos of some typical automotive tasks.

Sue Husband, National Apprenticeship Service

Putting on the Tile

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Magnite PR has been appointed by design-led tile specialist techtile London, as it steps up its commercial and consumer markets profile.

Magnite’s brief is to build techtile’s presence across interior design and architect sectors, while showcasing its new creative studio.

James Arkell, who founded techtile in 2011, said: “Gone are the days when hotels had avocado bathroom suites, offices had beige carpet tiles and the ‘latest thing’ was a plain white floor or wall tile.

“Tiles have the potential to lift a room, transform a space and deliver the wow factor that designers and architects are always searching for. Magnite will help us to get that message across.”

In Autumn 2016, techtile moved into a new studio in a converted dairy barn in the Bedfordshire countryside.

“Our exciting new studio now gives us the space and the natural light to showcase the very latest innovations in ceramics that we have sourced from around the world and to show off their awesome potential,” added James.

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