We’ve all heard a bedtime story about a young girl who trespasses on the property of an unassuming family of three bears who’ve gone for a stroll while waiting for their porridge to cool. Now if we view Goldilocks’ decision-making process through the lens of the entertainment marketer, there’s a lot to be learned besides a lesson on unlawful entry.
While movie trailers that highlight dramatic and humorous points from a film have been the standard way to capture the attention of moviegoers, entertainment marketers have increasingly been relying on influencer marketing campaigns to reach Millennial and Gen Z audiences who are less receptive to traditional forms of advertising. The celebrities who star in blockbuster films aren’t likely to lose their luster altogether among this group, but these audiences would much rather be a part of the action, as opposed to merely watching it. This is why social influencers have gained the interest of entertainment marketers. The right branded integration can bring together stars from the film, avid fans and a social influencer whose talents and experience match the particular audience and film theme the campaign seeks to highlight.
So how does an entertainment marketer find the social influencer who is “just right,” the way Goldilocks found the perfect temperature bowl of porridge and the most comfortable bed?
Number of followers VS the right followers
Many entertainment marketers are still employing a mass-market, broad-strokes approach that TV commercials offer. But this kind of mindset does not translate to influencer marketing. Obtaining the celebrity with the highest amount of followers as possible, paying little attention to who those people are or where their interests align, does not lead to successful outcomes for social influencers or brands trying to engage audiences with their message. The promise of scale often outweighs other aspects of the campaign, and it can also give rise to strategic complexities.
Conversely, many industry experts have begun calling for the use of "micro-influencers," or influencers who have only thousands of followers. While this partnership may seem like an easy way to foster direct engagement with a tuned-in audience, influencer campaigns usually come with a hefty price tag, so brands need to invest intelligently.
There is no number
The goal of influencer campaigns is to utilize an established connection between an influencer and their fans in order to foster a stronger connection between fans and a brand. While an influencer’s following needs to be substantial for these branded integrations, the quality of the relationship between viewers and influencers should take precedence over the quantity of viewers.Influencers describe themselves in different ways, adhere to distinct principles, and partake in conversations around a multitude of topics. With all this variety there is no golden rule for brands to follow in regards to the number of followers an influencer should have, but there is a way to find an influencer who is “just right” to deliver your message.
For instance, an influencer who has gained a substantial following in the beauty/fashion world, and is recognized for their talent as a makeup artist and vlogger, would work well on a branded integration that re-creates the makeup and fashion styles from characters in a film. This kind of project can utilize different formats, be amplified through various social channels, and incorporate engagement tactics for viewers such as online competitions or “vote for your favorites star” initiatives. These campaigns will ultimately motivate viewers to buy tickets to the movie and follow the influencer on a more regular basis. It’s a win-win: the film is promoted in a way that stands out from other films in the market, and the influencer gets to showcase their talents for an initiative that they are passionate about.
A happy ending
By choosing an influencer who has the right niche audience for a brand, entertainment marketers will have the best potential to deliver a tailored message and tell a story that will be perceived as authentic from viewers across multiple social channels. And marketer, influencer and consumer will live happily ever after.