Under the influence: Finding the right influencer for your brand

Bloggers, vloggers and online influencers are becoming a staple of the toy and brand marketing scene. But with so many names emerging Lisa Carter, co-organiser of FunFest, talks us through the importance of finding the right one.
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he blogging and influencer sector has come under close scrutiny of late, most notably due to the actions of Swedish video games YouTuber Felix Kjellberg, aka PewDiePie.

The former Golden Boy of social media was dropped by YouTube and Disney earlier this year, following anti-Semitic comments in videos, causing waves of concern about how marketers work with influencers, and what impact maverick content can have on a brand’s values.

Certainly, brands need to have an understanding of how the relationship with influencers works; it’s not as simple as finding one with the biggest reach.

Working with influencers is one of the most cost-effective and powerful forms of marketing, particularly where brands are targeting young people; they are more likely to reach those consumers via YouTube than through traditional TV advertising.

And in the parenting sector, it’s equally impactful, with vloggers and YouTubers providing parents with useful advice and product endorsements.

However, marketers choosing an influencer as a brand ambassador need to look beyond algorithms – to things like whether the blog’s tone of voice reflects the brand values; are the blogger’s children age-relevant; do they blogger offer approval on content; and more.

Creating and maintaining a network of influencers is an on- going task, as this stream of media is more transient than others.

It’s also important to stay abreast of the performance rankings of current bloggers, as they change from month to month.

In the children’s entertainment sectors, there’s another very basic factor that has to be considered – kids grow up. So, the blogger who worked with you last year on your new pre-school line might not be the right one for you this year.

Helping brands engage with influencers was the simple idea behind the launch of FunFest three years ago.

This year, I am delighted that the FunFest Infleuncer Summit will return, offering a one day event that gives brands the chance to meet with online influencers.

In addition, a conference programme will give both bloggers and brands insight into new and future trends in this space, plus practical advice on how they can better work together. 


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