The lifecycle of influencers and adverts has been strange. It’s unprecedented, so how it has developed has been a little bit of a mystery, but also in part influencer campaign development has mirrored celebrity marketing in traditional media.
With influencer campaign ideas we’re starting to see patterns as time passes. Initially influencers were seen as sell outs if they ran ads. Then, it became expected. However, at some point the ‘culture’ of ‘chasing the bag’ has crept in. It’ s imperative that goes the way of the dodo bird before it does irreparable damage to the field.
You don’t need to be a marketing genius to know that it won’t be long before public perception around ‘chasing the bag’ shifts from favourable to damaging. In fact, the impact ‘chasing the bag’ could have on influencer marketing as a field could potentially be near fatal.
In this post, we’ll explore the ineffectiveness of chasing the bag and why authenticity is key.
What is ‘chasing the bag’ in influencer marketing?
Chasing the bag, in influencer marketing at least, is a term used to describe an influencer’s approach to promoting products. It involves promoting items or working with brands where there might not be a core connection. The mindset is that if the money is too good to turn down then who am I, as an influencer, to say no… Unfortunately, this approach is often ineffective and drives low bottom line results. The reason influencer marketing works as a concept is authenticity. The fans oftentimes know the influencer better than they know themselves, and so a promotion where the heart isn’t 100% in the deal is super transparent.
The main problem with chasing the bag is that it can be seen as inauthentic and disconnected from the influencer’s true values. Influencers who chase the bag may be promoting products that they don’t use or believe in. This can lead to a lack of trust and authenticity between the influencer and their followers. Once that falls apart the whole core of why the field works starts to dissipate.
The importance of influencer campaign authenticity
Authenticity is key when it comes to influencer campaigns. Consumers want to see influencers promoting products that they genuinely believe in and use. This creates a sense of trust between the influencer and their followers, which leads to higher ROI.
In addition to creating trust, authenticity is also important because it can help an influencer stand out from the competition. Consumers are more likely to purchase a product that is being promoted by someone they believe, rather than an influencer who is simply chasing the bag.
Avoiding ‘bag chasers’ as a brand or agency with your influencer campaign
If you’re worried about ‘bag chasers’ it is important to rethink your influencer campaigns to ensure success. This involves understanding your target audience, measuring ROI and success, and working with the right influencers.
Let’s explore each of these steps in more detail.
Understanding your target audience
The first step to creating a successful influencer campaign is to understand your target audience. It is important to consider who you are trying to reach and what their needs and interests are. This will help you determine which influencers are best suited to promote your products or services. If your product needs an 18-24 Male Demographic, and your promotion is taking place on a channel where the audience is not that then that’s inauthentic and the creator should know that.
Developing an effective influencer campaign strategy
Once you have identified your target audience, you need to develop an effective influencer campaign strategy. This involves creating an actionable plan that outlines the key objectives, budget, timeline, and desired outcomes. It is important to ensure that the objectives are realistic and achievable to maximise ROI.
Measuring ROI and success
It is important to measure the ROI and success of your influencer campaigns to ensure success. This involves tracking key metrics such as followers, engagement, reach, website traffic, and sales. This will help you better understand which influencers are driving the most ROI and which campaigns are most effective and stop you from using ‘bag chasers’ multiple times.
Working with the right influencers
Finally, you need to work with the right influencers to ensure success. It is important to look for influencers who are aligned with your brand values and have a genuine connection to your product or service. The best way to do this, find influencers who have spoken about your product or field favourably in the past to their audience. This is easier said than done, which is why working with an influencer marketing agency like Colossal Influence is imperative because we know our field. We know our influencers and can make the perfect connections that will produce the best ROI.
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