Monday, March 4, 2024

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    Marketers no longer have total control of their brand narratives. Now they’re spending time influencing influencers

    Marketers no longer have the control they once did over how their brands are perceived and talked about by consumers. For decades, traditional advertising allowed marketers to feel like they were the true stewards of their brands, making decisions about how their brands would go to market, what consumers should think about them, how they should advertise and where they would show up.

    That perception of control — regardless of whether it was true — is waning. While in the past consumers certainly had ideas about brands that didn’t line up with how marketers wanted those brands to be perceived, they didn’t have the ability to voice those opinions en masse in the way that social media allows now. How an influencer talks about a brand can have a direct impact on a brand’s perception, sales and overall stature in a way that has marketers spending more time figuring out how to influence influencers.

    “There’s no amount of money that could allow a brand complete control of their narrative now,” said James Nord, founder of influencer marketing shop Fohr, adding that consumer voices are more powerful than advertiser voices which changes the job of an advertiser. “It goes from, ‘How do I tell a story? What story do I want to tell?’ to ‘What story do I want other people to tell about me? How do I encourage that? How do I curate that?’ If you can work with influencers and they start talking about a brand they can kind of train the audience to do the same thing.”

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