If we had to name one essential tool for a good marketing strategy, it would be strategic planning. Strategic plans are generally created throughout the year and allow teams to understand the strategic direction the company wants to take over the next few months. To do so, plans must specify in detail the way to achieve each goal. A goal could be starting a social ad campaign or getting started on TikTok to reach a whole new audience. The team in charge of this document typically takes a step back to gain a comprehensive viewof what to do in order to move forward in the right direction.
In recent years, a new approach to strategic planning has emerged: influencer marketing. This marketing strategy aims to leverage the reputation of content creators to achieve a specific goal. Over time, these goals have become broader and can now include: gaining a reputation, increasing visibility on social media, selling more products, posting quality content and much more. When influencer campaigns are well thought out, they can lead to excellent results. Need proof? 80% of marketers find influencer marketing to be an effective strategy according to a study conducted by Mediakix.
Here’s why your strategic planning should include influencer marketing
Nowadays, developing a strategic plan without focusing on social media is hard to imagine. The figures keep proving that consumers are spending more and more time there. According to Smart Insights, 59% of the world’s population uses social media. On average, web users spend 415.5 minutes every day online. The average daily time spent using social media is 2h 29m.
Half of those aged between 16 and 64 who’re on social media are looking for more specific information about a brand or a product. This means that they’re not completely passive looking at content suggested to them. They’re used to going beyond what is offered to them and this is great news for companies. One last figure: 85% of social media users want more videos from brands.
It seems like good news, right? Well it is! It shows how strategic plans that don’t include social media are a thing of the past. The question that may come next is: how to create a successful strategic plan? With so many people on social media, the amount of content can be overwhelming and it’s easy to get lost in the crowd. So how to properly use these new platforms? To achieve good results, some companies have found a solution. As it is getting increasingly difficult to make an impact, they prefer to call on influencers.
When strategic planning must include influencer marketing
With the help of content creators, brands’ posts can resonate with more people. On social media, influencers are often followed by more people than the brands they collaborate with. Influencer marketing can therefore be a lever to achieve a specific objective.
According to a study by Meltwater, between 2020 and 2021, sponsored posts increased by 26.7% on social media, going from 3 million posts to over 3.7 million. Most of the content is published on Instagram even though TikTok is becoming more and more important. According to the same study, 42% of paid content comprises 1 to 4 posts. 20% comprises 1 to 4 stories.
Data on social media is constantly changing, as are the studies showing which platform is the best for marketing campaigns. This type of information is very valuable for companies wishing to implement a new marketing strategy. It allows them to have a global view of where their consumers are and how best to reach them.
Moreover, a good number of companies recruit internal profiles specialised in influencer marketing to help their marketing teams. The goal is to design campaigns that are more and more impactful and responding to a specific objective. Hiring this type of profile also provides a new dynamic when it comes to strategic planning for the coming year.
So what are you waiting for to get started?