Influencer Marketing: How can it help my design business in 2024?
The creator economy and the rise of influencer marketing
We recently shared our thoughts on social media trends for 2024 and one topic that is getting a lot of attention these days is influencer marketing. According to Hootsuite, 56% of people think brands should be more relatable on social media platforms. The younger generations particularly are pushing this percentage up too.
Where previously, brands regardless of their market, could share their own content and control the brand narrative, people are increasingly looking for a more authentic connection with the companies they buy from, trusting peers to guide them in their purchasing decisions over more polished, corporate content.
So, what is the ‘creator economy’ and how is this different from influencers?
According to Forbes, the creator economy is defined as follows, “The creator economy is a growing field of people who make money by leveraging their creative talents, typically using digital platforms to connect with their audiences.”
Influencers are part of this universe with the creator economy encompassing everything from individuals such as content creators, influencers, YouTubers, podcasters, bloggers, writers and so on. These people can earn income through online content and engaging with their audience.
Influencer marketing and the design and luxury market
According to Sprout Social’s Index Report 2023, consumers don’t see enough of the following top 5 things from brands on social media:
Authentic, non-promotional content
Transparency about business practices and values
Information about how products are made or sourced
Educational content related to the brand’s industry
User-generated content or customer testimonials
Quite a list and for those who sell a product or service in the higher price brackets, it can take a lot of work to develop content plans that maintain their brand identity and a sense of product value, whilst still appealing to new and existing customers.
However, as many brands tap into user-generated content and work with content creators, others risk getting left behind. What is important for brands to realise is that working with content creators does not mean you lose your brand integrity. It’s quite the opposite. Content creators can add a completely new dimension to your brand and bring new audiences that otherwise would have been out of reach.
So why are more brands turning particularly to influencer marketing?
Influencer marketing transcends traditional advertising by tapping into the authenticity and credibility of individuals who have garnered a loyal following. For design businesses, this means a unique opportunity to showcase their creativity, products, and brand identity through the lens of trusted influencers. The key lies in crafting a strategic approach that aligns with the nuances of the design industry.
One of the primary benefits of influencer marketing for design businesses is the ability to navigate trends effectively. Design is a dynamic field, constantly evolving with shifts in aesthetics, technologies, and cultural influences. Often at the forefront of these changes, influencers provide a direct channel to trend-conscious audiences. Collaborating with influencers allows design businesses to showcase their adaptability, relevance, and ability to stay ahead in a competitive market.
Building brand awareness is another crucial aspect of influencer marketing in the design industry. Unlike conventional advertising, influencers can bring a personal touch into their content, creating a more authentic connection with their audience. By strategically partnering with influencers whose aesthetic aligns with the brand, design businesses can tap into the emotional resonance that drives consumer loyalty. This connection goes beyond a mere transaction; it becomes a shared experience, fostering a sense of community around the brand.
And with a sense of community being a key pillar of what is driving social media success in 2024 in most trend reports, it’s not something that brands should shy away from.
The value of content creators
Visual storytelling lies at the heart of effective influencer marketing strategies for design businesses. The visual nature of design makes it a perfect fit for platforms like Instagram, where influencers thrive. Through carefully curated content, influencers can narrate the story of a design brand, showcasing not just the products but the ethos and creativity behind them. This storytelling approach adds depth and context, making the brand more relatable and memorable.
Crafting influence in the design industry involves more than just reaching a large audience; it's about engaging with the right audience. Micro-influencers, with a smaller but highly engaged audience, can be particularly effective for niche design businesses. Their influence often comes from a more specialised and dedicated community, allowing for a more targeted reach and higher conversion rates.
However, there has been a shift in the influencer marketing landscape and power now lies more in their hands. Quite rightly, content creators now often charge fees for their work. Creating content takes time and it is not unsurprising, particularly for those with large followings, to request remuneration for both the work to create content and to have access to their audiences. Instead of just product gifting alone, there are often fees associated with a partnership and brands should not be surprised if this is the case.
Design brands, particularly those in the b2b or b2b2c sectors often still have yet to allocate a serious budget to this and we think that 2024 will be the year when this slowly starts to shift.
Developing an influencer strategy
To unleash the full potential of influencer marketing, design businesses must adopt a strategic mindset. This includes identifying the right influencers, reviewing engagement rates and audiences, developing compelling collaboration concepts, and measuring the impact of campaigns. The future of design promotion hinges on the ability to seamlessly integrate influencer marketing into overall marketing strategies, creating a cohesive narrative that resonates with both existing and potential customers.
Often premium brands are considering ambassador programmes instead either with one creator or with different types of influencers. This allows them to control the influencer strategy better; identifying people that are already passionate about the brand and will show genuine affinity. These offer a better value exchange for both parties and can be very fruitful.
At Sandford, we work with influencers on both sides of the relationship. We work with brands looking for collaborators and thought leaders to develop the right strategies for them. But we also work with the influencers to approach brands they feel they can positively reflect to their audiences. It means that we can nurture more valuable relationships as we understand both sides which is a privilege and one that results in better outcomes for both parties.
Conclusions
It’s clear that influencer marketing is not just a passing trend; it's a powerful tool that design businesses can wield to unlock new levels of success in 2024. From trend navigation to building brand allure, connecting with creatives, and mastering visual storytelling, the potential for influence is vast. Designing influence requires a thoughtful and strategic approach that aligns with the unique dynamics of the design industry.
Looking for someone to help you navigate the world of influencer marketing? Then get in touch with our digital team to discuss it with us.
