Beyond Campaigns: Embracing the Shift to Always-On Influencer Strategies

Brands are moving away from traditional one-off campaigns and embracing a new approach: always-on influencer strategies. This approach offers many benefits, like better engagement, increased visibility, and improved ROI. Let’s explore the importance of this shift and how adopting an always-on strategy could be more impactful for your brand.

Understanding the shift

Those of us who have been in the space since its infancy remember the days of one-off tests. Now, brands recognize the effectiveness and importance of influencer marketing. The paradigm is shifting from small tests, one-off posts and single campaigns to always-on influencer strategies.

When taking an always-on approach, brands continuously execute creator strategies instead of doing sporadic, short-term or one-off campaigns. This approach emphasizes consistent messaging and touchpoints with consumers, creating enduring content that can be used for an extended period, possibly months or even years. 

How always-on influencer strategies are changing the landscape 

Always-on approaches center around the idea that brands should continuously share content that resonates with their audiences in a way that makes them feel connected. Continuous streams of content allow brands to remain present in a consumer’s mind regardless of what stage in the buying process they are in. 

This approach is transformative for brands because it fosters stronger relationships with their audiences. Instead of appearing only when pushing a particular product or service, brands are now a constant presence, offering valuable content and engaging with their audience regularly. This shift to an always-on strategy not only enhances brand visibility but also builds trust and loyalty over time, leading to a more sustainable and impactful influencer marketing strategy.

Implementing this strategy can offer several advantages to brands:

• Boosting Brand Awareness: The constant stream of content ensures that customers never forget about the brand. By using this approach, brands can increase their awareness, fostering a strong connection with their customers.
• Strengthening Social Proof: Interactive content is a key component of this strategy, whether it’s engaging polls or public surveys about new product experiences. This allows brands to showcase customer satisfaction and demonstrate the importance they place on customer feedback.
• Leveraging Authentic Content: This strategy prioritizes long-term content, which enables brands to use and reshare creative content, either shared by influencers or the brand itself. By consistently sharing authentic and effective content across various channels, brands maximize their investment and demonstrate their commitment to customer engagement, amplifying the impact of their marketing efforts.
• Enhancing Social Searches and Organic SEO: The continuous marketing approach helps brands improve their visibility in organic and social searches. The steady flow of content not only boosts brand awareness but also enhances its visibility.

Implementing this strategy

While an always-on approach has numerous benefits, brands may also encounter certain challenges. Effective data management and measurement are crucial.

Keeping up with current social media trends and content formats can also be challenging when using an always-on approach. It’s important for brands to stay relevant and ask users questions that are pertinent to them. 

Finally, personalization is key to always-on strategies. It’s vital to prioritize customer interest and incorporate questions and content that they can relate to the most.

Want to chat about the benefits, challenges and implementation of an always-on approach? Let’s get in touch.