Last month, standard bank changed it tagline from 'We Moving Foward' to 'It Can Be'. According to Thulani Sibeko, group marketing executive at Standard Bank, 'It Can Be' reflects how Standard Bank has evolved and continues to evolve in a way our clients expect. Along with this change, Standard Bank Eswatini publicized to be looking for a brand influencer and invited all Emaswati to partake in the search for Standard Bank's next Brand Influencer.
Many Emaswati heeded the call as they are continually posting their campaigning videos mentioning their objectives of becoming the brand influencer for the company. However, in the process, many of Emaswati do not understand what is a brand influencer and it purpose. In fact even some of the candidates do not understand the concept.
Brand influencer is a new term of the 21st century. In fact it is linked with the introduction of the digital economy. A brand influencer is an individual who leverages his/her social media prowess to authentically engage and connect audiences and brands—meaning a social media influencer partners with a brand to create sponsored content. In today’s consumer-driven landscape, it’s increasingly more common for advertisers to tap brand influencers in order to achieve marketing objectives.
In this age and time, consumers have taken to social media to build vast networks of peers whose opinions they trust, value and share. Brands used to dictate what they were in the eyes of the consumer, however now consumers control the advertising process.
Why Brands like Standard Bank want a brand influencer?
Brand influencers are a dream come true to brands because they offer access to captive audience. People listen and trust brand influencers. Brand influencers offer a powerful voice and influence people as they indirectly sell product and services from the brand. There are also a number of benefits that the brand receive from an effective brand influencer besides having access to captive audience. Brand influencers already have a following and their following trust them. This means that the influencer's branded content will resonates better in the market. Brand influencers let their creativity of posting run wild, allowing brands to step away from their own potentially biased messaging. Creative freedom lends itself well to more native style advertising, meaning influencer content is less disruptive and more natural.
What brands look for from potential brand influencers
The Influencer needs to be relevant to customers - Everyday there are million user that post content on social media. Brands will look for brand influencers based on the niche content that they producer. This content should be high relevant to the brand. When brands are looking for brand influencers they're looking for a person who continually produce content similar to theirs or share a message about their products and services .
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