Are Influencers the Key to a Brand's Purpose-Driven & Cause Marketing?
There’s an argument to be made that influencers are the “IT” channel in marketing. That trusted, third-party recommendation or referral is extremely powerful and often far more effective at communicating big ideas and marketing messages to consumers. Big brands are eating it up. The influencer marketing industry is growing by billions of dollars per year. The creator economy is booming. One area where influencers and content creators can have a huge impact on a brand is their purpose-driven or cause marketing. But the impact can be both hugely positive or hugely negative. There’s a conundrum brands face when trying to message their sustainability, social justice and other cause-related initiatives. On one hand, reaching out to influencers means you have to peel back the curtain a bit and be more transparent about what you’re doing to help along said cause. But doing so means the creator in question may find flaws, gaps or black eyes and you can bet it will be hard to keep them from sharing that about your brand, too. On the other hand, if you sit on issues like sustainability, social justice, diversity and others, you and the topic only get mentioned when a PR crisis erupts. At that point you don’t have the relationships built with influencers to effectively explain or put out the fires. Nick Guy has figured out a way to solve for this. He’s built a creator-led agency in the United Kingdom called The No Logo Agency that offers up purpose-led creators, vetted and qualified, for brands to engage who want that all-important influence partner to help communicate their cause marketing and other initiatives. Nick even says that influencers are the secret weapon brands can use in the battle for sustainability recognition. We’ll ask him to explain and share his thoughts on the conundrums and more. This episode of Winfluence is presented by CIPIO.ai. We help brands solve a couple of big problems. We also have free solutions for creators you need to know about. For the brands out there, what CIPIO.ai does best is source authentic and high-performing user-generated content you can use to fuel your paid, owned, earned and shared content strategies. UGC performs better. We help you get as much of it as you want. If you also want those users to post the UGC on their channels to become influential voices for your brand, our software helps make that happen, too. For you creators, when you authenticate into CIPIO.ai’s platform, we have a free media kit you can use to market your influence, content and channels to brands. You can customize it, then pop out a PDF or a web version to share. You can even create different versions for different clients on the fly. We also have an incredible referral program that pays you 20% commission on the first year’s revenue from any brand you refer to CIPIO.ai. You can learn more at CIPIO.ai. And if you’d like to set up a call with me to personally show you the platform and how it can benefit you and your brand, jump over to jasonfalls.co/cipio, fill out that form and we’ll set up some time to talk. CIPIO.ai - We’re building a Community Commerce Marketing Super App that has something in it for you and your business. Come see us. Other notes mentioned in the show: The Influencer Marketing Show New York - June 20-21 - New World Stages Learn more about your ad choices. Visit megaphone.fm/adchoices