Ogilvy UK’s Post

Quite surprised to see such a weak paper on influencer marketing published in the highly respected Nature Magazine. The Good: - Confirms what we know: credible, relatable influencers build trust, driving engagement and impulsive purchases.  - Rightfully highlights message quality and platform transparency - Points out the power of emotional connections (product affection) in driving sales. The Bad: - Completely ignores the elephant in the room: advertising disclosures (#ad, #sponsored), which are non-negotiable in today’s influencer world. Why leave this out?  - And don’t get me started on the glaring limitations: only focusing on Facebook, a single market, non-probability sampling, self-reported data... the list goes on. Perhaps journals like Nature and academia should collaborate with professionals in the influencer marketing industry to produce more practical and insightful research.

This Harvard Business Review article offers a comprehensive analysis of influencer marketing, examining its origins, current landscape, and steps to ensure a safe and sustainable ecosystem for brands and creators. Having started my brand management career when influencer marketing was just taking off, I find myself agreeing with the article's proposals for maintaining the health of the influencer economy. My journey began in Procter & Gamble's Oral Care Professional Team, where our goal was to convince the original toothpaste influencers—dentists and hygienists—to recommend our products. We measured our success by tracking the Recommendation Share against competitors. These key opinion leaders were the predecessors to today's social media creators, who now drive recommendations at scale. There are key similarities between today’s influencers and the key opinion leaders of yesterday. The HBR piece highlights the importance of transparency, authenticity, and responsible content in the influencer space; and to preserve the integrity and effectiveness of influencer marketing, it's crucial for brands and creators to collaborate ethically and focus on building genuine connections with their audiences. What are your experiences with influencer marketing and its evolution? Share your stories and insights in the comments below. #InfluencerMarketing #HarvardBusinessReview #KeyOpinionLeaders #SocialMediaCreators #Transparency #Authenticity #ResponsibleContent https://lnkd.in/eTgQaCME

Stuck trying to win a prospect’s trust? Hitting the wall with: 📣 your brand showing the ad 📣 your brand talking about itself  📣 saying your brand’s the best  📣 your customer’s say your the best Enter influencers: the authentic third-party voices your prospects actually listen to. Watch our full webinar with B2B influencer expert, Vin Matano 🐝 to hear key takeaways for implementing an influencer strategy: https://bit.ly/4dWVStq

Yesterday’s election results were a clear testament to the power of influencer marketing! To be honest, the outcome was quite unexpected for many, but it got me thinking about the significant role influencers played in shaping public opinion. A recent incident involving Dhruv Rathee stands out as a prime example. His influence and reach had a noticeable impact, making waves that many hadn't anticipated. For brands that are still on the fence about the effectiveness of influencer marketing, this should be a wake-up call. The next time doubts arise, remember this incident and how it shifted the tide. Influencers have the ability to sway opinions and drive engagement in ways traditional marketing sometimes can't. What are your thoughts on the impact of influencers in shaping public opinion and marketing strategies? Let's discuss! #InfluencerMarketing #ElectionResults #DhruvRathee #MarketingStrategy #PublicOpinion #Branding

We have often wanted them away, but corporate communication can no longer run without them. A very clarifying article on the need to have influencers in the corporate communication strategy for our clients. Thanks for sharing it, Anna Fishlock!

Establishing a mutual framework to build on this foundation is key for marketers and influencers. This latest research shows where brands and creators align, where they differ, and how to bridge the gap to support more successful influencer partnerships. https://ow.ly/IJa750SiWII impact.com #marketing #martech #technology

Is it time to clean up the Influencer game? Author of "The Influencer Industry" Emily Hund says it absolutely is. Her piece in the Harvard Business Review serves as a clarion call for the influencer industry. Hund claims that the industry needs professionalization and standarization in order to tackle unethical conduct and pay structure problems. With the industry's staggering $21 billion valuation globally, Hund's insights couldn't be timelier. It's high time for stakeholders —brands, marketers, influencers, and platforms alike—to chart a course towards an industry that champions transparency, authenticity, and integrity. I believe, like Hund, that this is in the interest of all parties. https://lnkd.in/ePeeM6-G #marketing

Influencer marketing is an incredibly effective content strategy, when done right. As a brand and influencer, aligning in values is critical for authentic communication and output. Ryan Fochtman, Partnerships Captain 🧑✈️, stresses the importance of this alignment: "Brands need to conduct thorough research on potential influencers, examining their past collaborations and how authentically they engage with topics like sustainability and ethics." Transparency and authenticity are often key drivers in customer decision making. It's crucial to establish clear communication and set precise expectations right from the start with your influencer partnerships. #InfluencerMarketing #BrandValues #EthicalMarketing #Sustainability

Have you ever considered whether an influencer could impact your business, either positively or negatively? Anna Fishlock, Head of Digital for H/Advisors Maitland, dives into the topic and details how influencers have become a driving force in marketing and communications across industries. Below you will find 6 useful tips to elevate your online profile with influencer marketing. 📲 Find out more: https://lnkd.in/em83ewht #StrategicCommunications #GlobalLocalExperts #HAdvisorsGlobal #InfluencerMarketing #ContentCreators