For decades, leveraging third-party voices to champion causes or brands has been a cornerstone of PR strategies. However, power of Influencer Marketing and the landscape of influencer marketing underwent a seismic shift with the emergence of social media, which revolutionized the method of influence, propelling it into mainstream consciousness.  This is why we have included a category in PRToolFinder dedicated to Link Building & Influencer Marketing.

The Decline in Traditional Media

How influencer marketing can help brands is a marketing strategy that has always fascinated me and eventually became a tool category within the PRToolFinder database (combined with link building at present.) Carma’s periodical The Measurement Standard had a great article about this very topic. Jen Phillips’, a contributing editor, recent article “Does the decline in traditional media increase the use of Influencer Marketing? explores the various strategies PR professionals are using to get their message out when the number of available media channels continues to decline.

Some of her key findings include:

1. Will influencer marketing last?  Influencer marketing experienced a surge in popularity with the advent of social media platforms. However, issues like lack of clarity on who qualifies as an influencer and controversies over undisclosed sponsorships prompted a reevaluation by brands, leading to adjustments in campaign strategies.
2. Who is marketing influencer & Navigating Challenges in Influencer Partnerships: Brands face various challenges in partnering with influencers, including potential backlash from consumers, human error, and the prevalence of fake followers. This necessitates careful vetting and selection of influencers to align with brand values and messaging.
3. Adapting to Changing Content Formats: Short-form video content, such as Instagram Reels, Stories, and TikTok, has become increasingly prevalent in influencer marketing. Brands must adapt their measurement and evaluation methods to assess the effectiveness of these formats accurately.
4. Measurement and Analytics: Measuring the success of influencer campaigns extends beyond traditional metrics. Engagement rates, affiliate links, discount codes, and web traffic are among the key indicators used to evaluate the impact of influencer partnerships.
5. Continued Importance of Influencer Marketing: Despite the decline in traditional media outlets, influencer marketing remains a valuable tool for brands to connect with audiences. By investing in robust monitoring and measurement practices, brands can effectively leverage influencer partnerships to amplify their messaging and reach target demographics.

As media consolidation continues, brands will need to seek out innovative strategies to get their message out, and influencer marketing has emerged as a viable solution to reach and engage audiences in an ever-evolving digital landscape.

Virtual Influencers

In the past couple of years, Virtual influencers have made significant waves in the influencer marketing landscape. Virtual influencers, often computer-generated characters with carefully curated personas, are challenging the traditional notion of live influencers (and has created an entirely new approach in licensing).

One dominant aspect of this conversation revolves around authenticity. While live influencers offer a sense of realness and human connection, virtual influencers provide brands with complete control over their messaging and image. This control can lead to seamless integration of brand partnerships and consistency in content, but it also raises questions about transparency and genuine engagement.

Additionally, virtual influencers open up new possibilities for scalability and cost-effectiveness in influencer campaigns. These digital avatars are not limited by human constraints like availability or fatigue, and they can be deployed and adapted across various platforms simultaneously.

However, some concerns have emerged regarding audience trust and the ethical implications of promoting products through non-human entities…especially if a celebrity has licensed their persona for influencing purposes. As virtual influencers blur the line between reality and fiction, brands must navigate carefully to ensure transparency and maintain consumer trust.

Link Building & Influencer Marketing Category in PRToolFinder

Link building and influencer marketing have become vital strategies in today’s digital marketing and public relations. The value of media coverage, including blogs, lies in the opportunity to establish credible and trusted links to your website. This bolsters SEO and enhances site reputation.

Link building involves actively seeking quality backlinks from authoritative websites.  Influencer marketing leverages the influence of prominent figures in your industry to expand brand visibility and reach a broader audience. Both strategies are indispensable for enhancing online visibility, brand authority, and overall digital success.  PRToolFinder has conveniently gathered up the tools created specifically in support of these two important PR strategies so you don’t have to go hunting the internet hoping you’ve covered your bases.

If you’re interested in saving hours in finding the right tool for your PR Toolkit, become a member today.