In 2022 Influencer marketing is a buzzword and rightfully so. This is a form of social media marketing involving endorsements from popular or credible people who have expert knowledge or social influence. For many brands, this is one the most potent marketing tool. This is more than product placement or even endorsement. Influencer marketing is a collaboration between brands and influencers through content.  

We understand the merit of Influencer marketing, so where is the problem? Over the past few years, Influencer marketing has been used, overused and abused ruthlessly. In the mindless use of use of Influencer Marketing many brands miss the whole point- thus becoming the canvasser on a bus journey.

Imagine a scenario where the influencer is taking the audience on a journey where the content itself is the bus. Pretty pleasant as the audience is enjoying the content journey. Now what if a brand gets on the bus out of nowhere and tries to sell their product to the audience like a canvasser? Annoying, right? That’s what’s happening in most cases in Bangladesh. But influencer marketing is different from celebrity endorsement. Nobody wants to see ads and if your brand interrupts their journey, aka the content-the audience will likely be annoyed with you.

If we want the best out of Influencer Marketing brands cannot be the canvasser, instead we have to be behind the steering wheel. Brands need to work with influencers and develop content for or around the brand. Instead of being a canvasser on the journey we must be the driver who is in control of the journey. This can be done with a well thought brief and a collaborative effort. Product placement is okay but placement cannot be out of place. As we say content is the king, brands need to be in coherence with the content.