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Influencer Marketing: Injecting Authenticity into the Entertainment Industry

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Much of what becomes popular in the entertainment industry has always been driven by reviews and recommendations. Remember those “water cooler” moments when people excitedly gathered to discuss the latest episode of a hit TV show or the release of a new album? Now much of this happens on social media in real time. , offering brands a much more authentic and engaging opportunity for loyal customers to speak directly to their community of friends and followers.

Using influencers is a tactic firmly ingrained in a marketer’s toolbox as it seems to give you more control over your message, especially if you’ve signed up with celebrities. Entertainment brands are increasingly turning to influencers to help generate buzz around new entertainment properties. These influencers are able to engage with Gen Z (the core market for most entertainment brands) in ways (and cost-effectively) that major glossy advertising campaigns never do.

Influence Gen Z

To “influence” Gen Z and build trust and loyalty, these influencer campaigns must be authentic and grounded. Gen Z don’t mind being sold, but they demand brands stay true to their values. An EY study released in November highlighted the need for businesses to build trust with his Gen Z. So choosing influencers for your brand is not just a matter of looking at how many followers you have or how many likes your posts have. Consumers now want influencers to resonate with their values ​​and ethics, and to reflect an honest mix of values ​​and ethics for the brands they represent.

In this changing landscape, brands are choosing to work with more targeted influencers. This is a step away from big-name celebrities and glamorous, unattainable and unattainable role models. In the summer, we celebrated Pride Month with a drag queen partnership campaign and donated to LGBTGQ+ charities.

Spotify’s “Find your feel” campaign features blind activist Lucy Edwards, transgender model Kenny Ethan Jones, soccer player Callum Hudson-Odoi, and television personality Molly May Haig to share life’s important moments. shared a song that represents

Social media has had a major impact on the ability of brands to fine-tune their influencer campaigns, segment their audiences in more cost-effective ways, and reach their target audience at the right time on the right platform. I came. accept the message. Gen Z, in particular, consumes media almost entirely on social platforms. Alongside the benefits of social media that allow brands to reach his Gen Z audience more easily, brands have a greater responsibility and need to select influencers based on relevance to their suitability and value. comes with credibility. Gen Z champions authenticity and values ​​real connections and shared moments.

Influencers using social platforms

Previously, influencers were not typically paid to express their opinions and observations. For some, the contract stipulated what they could and could not say. Instead, many celebrities have used the platform as an opportunity to speak out on social issues, including Billie Elish, Olivia Rodrigo and Lily Allen, who used the Glastonbury stage and social media to condemn the overturning of the US Supreme Court’s ruling. . Law vs Wade.

Similarly, at the Wimbledon Tennis Championships, Coco Gauff, Emma Radukhanu and Yiga Swiertek spoke publicly about mental health and pressure challenges. While not technically an “influencer,” UFC-winning Brit Paddy Pimblett used the interview to raise awareness about men’s mental health and the stigma of speaking out. rice field. He spoke of his grief about a child dying of cancer and, on this basis, the shock of learning that his friend had committed suicide just before the game. The endorsement of Paddy’s message was able to extend its impact even deeper than if it was simply televised after the game.

Brand Relationships with Influencers: New Territories

So what does this mean for brands? Influencers are now being asked to reflect reality, not distract it. In addition to this, to be successful with influencer marketing, brands have to let go unlike traditional forms of marketing and advertising where managing brand image, messaging and positioning is key. They can no longer “own” the message and voice of the influencer they partner with, and instead the relationship becomes more symbiotic. Our role must become much more consultative, reaffirming the benefits of brand trust and credibility in this relationship. Influencer marketing can change brand perceptions and increase sales, but only if your target audience is free to talk about you in their own way.