5 minute read
Opinion - Generation Media
Cracking the Code: How to master authentic influencer marketing
Influencer marketing is a powerful way to place brands in front of consumers, but with kids becoming more discerning of the messages influencers are sharing, it’s becoming trickier to get right. Here, Becky shares her golden rules for Toy companies wanting to make the most of their partnerships.
Influencer marketing: a powerful tool, or a tough strategy to master? Trends shift faster than an Asos return, and with new platforms popping up constantly, it’s hard to keep up. Whether it's 'brat summer,' 'demure,' 'cutesy,' or the latest Gen Z lingo, we're always in our ‘insert vague noun here’ era. But beneath the buzzwords, one truth remains: the power of influencer marketing is undeniable. As a brand, you either keep pace or get left behind.
With marketing budgets under tough scrutiny, it’s essential to maximise every pound spent on influencer marketing while avoiding common pitfalls. One growing challenge (and often the hardest to get right) is the effect of growing scepticism among younger audiences. Young audiences are highly attuned to authenticity and when asked, can spot when a brand or influencer is simply hopping on a trend. Recent data highlights this shift, with reports finding that 68% of 2,000 respondents were unhappy with the surge in sponsored content, while 65% report following influencers less frequently than a few years ago. This rising mistrust underscores the authenticity gap, with younger generations gravitating toward influencers who are quirky, humorous and vulnerable rather than overly commercial. They’re also quick to tune out traditional ads, making it clear that brands must tread carefully in this space.
So how can Toy brands make the most of influencer marketing and overcome these challenges this holiday season? Here are her golden rules:
• Keep it simple
Over edited, complicated and scripted user generated content (UGC) is going to lose your audience. If it seems like a crazy idea, it probably is, but the usual rules of content don’t apply to platforms like TikTok – so lean into it.
Take prolific food reviewer Keith Lee, for example. He currently stands at a staggering 16.5m followers on TikTok. Keith shot to fame from ordering food, sitting in his car, eating it and then reviewing it. Hardly a Steven Spielberg epic feature, but the formula works. 10 years, or even five years ago, it would have been unfathomable for a brand to work with this type of content, but now, a lot of creators have the power to choose which brands they want to work with, as opposed to the other way round.
• Consider the mix of influencers and develop a strict vetting process
Look at the types of influencers that you would want to use. Nano, micro, macro and mega influencers all have their different strengths. For example, nano influencers usually have an extremely loyal fan base who will follow whatever they suggest, while mega influencers have enormous audiences and will be everywhere you look. Here at Generation Media, we have a detailed vetting process to make sure each influencer is right for the campaign, from using multiple talent pools to analysing their audience and performance.
• Look after your community
If you engage with a successful and established creator, then trust that they know how to make their own content (especially if you’re sure of your product).
According to Childwise: The Monitor Report 2024, 66% of 13–16-year-olds use TikTok every day and on average spend 2.7 hours a day on the app. Whilst obsessing over the consumer funnel, it’s also key to keep reflecting on the Toy industry’s audience: the content shown to young people’ can really make an impact on their minds, which we have a duty to protect.
• Create economies of scale
Consider using influencers for long term deals or ambassadorships if they work hard for your brand. Regularly showing a face with real opinions is extremely important. Authenticity in a creator comes with the good, the bad and the ugly. Looking outside the category, Brandiece Heal, otherwise known as @ foodguidelondon, has grown a fiercely loyal fan base through her (sometimes painfully) honest reviews of restaurants in London. And yet, with every bad review, she receives more business; if a restaurant can put its money where its mouth is, she will review it, and the outcome is hopefully a happy one. Failing that, the restaurant comes away with some constructive pointers for improvement. It’s a win, win.
Plus, consider how your influencer content can be amplified beyond the social channels it’s created within. Maybe, with some clever editing, this content can play an important feature within your broader media mix.
• Remember, influencer activity needn’t cost the earth
TikTok creative exchange (TTCX) allows brands to submit a brief to the platform and collaborate directly with creators.
For more support or guidance on what would work best for your brand, get in touch with Generation Media.
