Social Media and Influencer Marketing are ever-evolving industries that are difficult to stay in front of. Marketers can easily fall behind on what’s working in their strategies as platform developments open new horizons and close old doors. Going back and looking through how the industry has developed, and which strategies fell behind in terms of value, can add tons of insight into where the industry is heading in the future.
Here is our pick for the top three social media marketing strategies that either lost their value or have evolved into something new, and how the industry has adapted to these changes:
Back in 2011-2015, Twitter Parties were the hot new marketing tactic that many industries were testing. What could be better than hundreds of people using your branded hashtag to be a part of a giveaway or to get a shoutout from their favorite influencer?
There are a few straightforward reasons that this type of activation has fallen off almost completely in the influencer marketing space:
Often at Twitter parties, you’d get a high number of people engaging as intended. As these ramped up in popularity, bots were developed to try to win giveaways and troll comments became more rampant.
Although a high number of overall engagements was usually reached, it often failed to convert into today’s standard of successful lower-funnel results. Overall, the amount of Twitter parties has significantly decreased and brands are instead implementing strategies around paid media and discovering influencers with high natural engagement rates for CPE-focused programs.
This is one of the many examples where using influencers to create content to use on their channels, or to repurpose onto brand-owned channels is key. The top influencers already have the text:visual ratio mastered since they used these strategies to grow their own channel. We’re just lucky enough to get to capitalize on their expertise as a content creator.
With the ability to track and optimize campaigns mid-flight based on the above and other areas of their influencer programs, marketers can evaluate what’s working to not only get the highest ROI for this campaign, but apply any learnings to the other areas of their marketing mix.
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