# THE 3 S’s OF BRAND GROWTH THROUGH INFLUENCER MARKETING Author: Pal Sinha, Barnali Author URL: https://financedigest.com/author/pal-sinha-barnali Published: 2021-07-01 Category: BUSINESS Category URL: https://financedigest.com/category/business Meta Title: Unlocking the Power of Influencer Marketing: Insights & Meta Description: Discover how House Of Influence is transforming social media marketing with insights from a brand strategy expert. Learn more about influencer marketing URL: https://financedigest.com/the-3-ss-of-brand-growth-through-influencer-marketinghtml ![undefined](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/storyblocks-delighted-with-their-favorite-music-starbdh8uby5f-1736838249330-compressed.jpg) By: **Morteza Maleki** Having worked in brand strategy for some of the leading brands and consultancies in the world, I’ve seen my fair-share of tactics and outcomes when using social media and influencer marketing as a growth tool. It was these experiences, which highlighted some fundamental challenges and opportunities we set out to address with the launch of House Of Influence; a full-circle social media marketing ecosystem and media-tech platform. Social [Media and influencer marketing](https://www.financedigest.com/the-valuable-role-ecommerce-social-media-marketing-will-play-in-keeping-businesses-afloat-during-lockdown.html "The valuable role Ecommerce/Social Media marketing will play in keeping businesses afloat during lockdown") is undoubtedly \[and increasingly\] becoming a leading tool for consumer engagement. With the worldwide social media marketing [spend doubling to £85 billion](https://www.financedigest.com/chipmaker-infineon-ready-to-spend-billions-on-acquisitions-ceo.html "Chipmaker Infineon ready to spend billions on acquisitions – CEO") from 2019-2020, we can see a clear reflection of confidence in the value this brings to marketers. However, despite the plethora of technology tools and platforms, [Influencer Marketing](https://www.financedigest.com/manufacturing-sector-is-likely-to-influence-titanium-carbide-market-demand-in-positive-manner.html "Manufacturing Sector Is Likely to Influence Titanium Carbide Market Demand in Positive Manner") is still evolving and is far from its peak; there are still lessons to be learnt and opportunities to leverage. To understand these opportunities better, I like to contextualise [Influencer Marketing](https://www.financedigest.com/revenue-growth-of-the-exterior-car-accessories-market-to-be-influenced-by-growing-end-use-adoption.html "Revenue Growth of the Exterior Car Accessories Market to be Influenced by Growing End-use Adoption") within 2 worlds that we are probably more familiar with: a) the world of magazine publishing and b) the world of recruitment. These two segments present strong comparables; they allow for a slightly different perspective on Influencer Marketing, and all the associated decisions. Media fragmentation gave way to a huge spectrum of magazine categories, each specialising in a highly targeted audience, specific topics and all with clearly defined circulation-reach numbers. This allowed [brands to be far more efficient in their customer engagement through placing adverts within editorial titles that spoke directly to their target](https://www.financedigest.com/gumgum-granted-first-mrc-accreditation-for-brand-safety-and-contextual-targeting-for-ctv.html "GumGum Granted First MRC Accreditation for Brand Safety and Contextual Targeting For CTV") audience. In many ways influencers are an evolution of magazines; each with a content specialism and audience insights, selling promotional advertising space within their content feed. Influencer ‘insights’ are the key drivers of [decisions around influencer marketing](https://www.financedigest.com/markets-mostly-quiet-ahead-of-fed-decision-crude-jumps.html "Markets mostly quiet ahead of Fed decision, crude jumps") budgets. On the other hand, as a brand looking to advertise within magazine titles, it isn’t just audience insights we look for. We make cost comparisons of the advertising real-estate to other similar titles, we look at the [quality of the content](https://www.financedigest.com/new-ozone-study-demonstrates-clear-link-between-quality-of-attention-to-content-and-quality-of-attention-to-accompanying-ads.html "NEW OZONE STUDY DEMONSTRATES CLEAR LINK BETWEEN QUALITY OF ATTENTION TO CONTENT AND QUALITY OF ATTENTION TO ACCOMPANYING ADS"), the design, the layout, the tone of voice of the editor, we ask of article lists to review, the various advertising space option we could have, we even look into the other brand advertisers within the magazine. Only then do we commit to the purchase of an ad within the title… not before bartering for a cheeky discount off the rate-card too. For some strange reason, when it comes to placing promotions with Influencers, we forget all these hugely valuable questions. My other recommended comparable \[Recruitment\] also highlights processes, which can further help [brands make better influencer marketing](https://www.financedigest.com/digital-marketing-trends-that-will-change-how-brands-operate-in-2021.html "Digital Marketing Trends that will change how brands operate in 2021") decisions. As a brand, when we look to recruit a new client-facing member of the team, there are numerous criteria we put in place as a filtering mechanism, to ensure everything from the [team dynamics and our brands](https://www.financedigest.com/brand-metrics-bolsters-client-services-team-as-brand-lift-measurement-booms.html "Brand Metrics bolsters client services team as brand lift measurement booms") positioning is positively impacted by the new recruit. We leverage processes such as psychoanalytical test, interviews and even presentations. After all, anyone who acts on behalf of the brand is perceived as an extension of the brand, and so it’s only right for there to be a [clear alignment](https://www.financedigest.com/clear-aligners-market-competitive-research-and-precise-outlook-2020-to-2030.html "Clear Aligners Market Competitive Research and Precise Outlook 2020 to 2030"). And once again when we make this comparison to Influencer Marketing, and ‘lending’ our brands to an individual to publicly associate to and represent, we take far less precautions, and are far more laissez-faire about our selection. With this all in-mind, I believe there are 3. ‘Value-gaps’ that present huge opportunities for [brands to leverage Influencer Marketing for growth](https://www.financedigest.com/brand-metrics-continues-on-steep-growth-trajectory-with-appointment-of-vp-business-development-in-the-us.html "Brand Metrics continues on steep growth trajectory with appointment of VP Business Development in the US"), outside of influencer insights: 1. Selection 2. Social Impact 3. Support; all of which are based around establishing a long-term partnership, rather than one off promotions. 1. **SELECTION:** The above parallels should have demonstrated how currently there is minimal emphasis on the [selection processes we go through in creating these strategic alliances with social](https://www.financedigest.com/united-bulgarian-bank-selects-onespan-to-help-fight-social-engineering-and-mobile-malware-attacks.html "United Bulgarian Bank Selects OneSpan to Help Fight Social Engineering and Mobile Malware Attacks") media leaders. With either basic reach and engagement numbers defining our decisions, or the somewhat bias sell of a representative agent; we need to delve far deeper in understanding strategic fit and “brand alignment” in order to [see growth](https://www.financedigest.com/wto-sees-subpar-2023-trade-growth-with-multiple-risks.html "WTO sees “subpar” 2023 trade growth with multiple risks"). There are three simple steps you can take in ensuring your selection process is optimised: 1. Create a shortlist of 4-8 candidates, with the intention to committing to 1-2. Most brands commit to 1-2 influencers, with little comparison between other prospective collaborators 2. Develop a list of short open-ended questions around your [brand values and positioning](https://www.financedigest.com/how-a-british-brand-catered-to-hnwis-can-maintain-its-position-within-the-global-luxury-sphere-and-even-grow-in-these-current-circumstances.html "How a British brand catered to HNWIs can maintain its position within the global luxury sphere, and even grow, in these current circumstances"), for the influencers to provide their thoughts on. This will help gather a better understanding of their characteristic traits, and how these will reflect on your brand. 3. Arrange a virtual meeting/video call to run through both the long-term objectives of the collaboration and to learn more about the content direction of the influencer. This filters any fake accounts not ran by the person posing as the account holder. This also creates an open communications-line, which will be used for idea sharing, problem-solutions, guide, and additional content opportunities. At House Of Influence, we have worked with psychologists and behaviourists to developed a proprietary [set of psychoanalytical tests and questionnaires for both brands](https://www.financedigest.com/big-brands-set-to-miss-plastic-sustainability-targets.html "Big brands set to miss plastic sustainability targets") and influencers to use in creating synergistic partnerships, which present commercial value. Similar to advanced dating [platform analytics](https://www.financedigest.com/lending-stream-builds-leading-edge-credit-platform-with-fico-analytic-software.html "Lending Stream Builds Leading-Edge Credit Platform with FICO Analytic Software"), the process looks to pair you with the most viable brand/influencer partner, that would add value to the goals you are hoping to achieve on social media. 2. **SOCIAL IMPACT:** As we watch the proliferation of influencers, we also see the clear divisions of their content narratives. At House of Influence we divide content creators into 3 main categories: 1: Trend setters & reflectors: Those who are always on [top of the latest social trends](https://www.financedigest.com/top-5-payment-trends-for-2016.html "TOP 5 PAYMENT TRENDS FOR 2016") and topics. 2: Content specialists: Those who focus on a specific genre of content. 3. GI Creators: Those who use their content to create ‘Good Influence’ and positive social impact; acting as ‘social media agents of change.’ We have found that GI Creators, have the highest engagement [rates and are the most ‘influential’ due to the level](https://www.financedigest.com/ecbs-lagarde-raises-prospect-of-rate-hikes-beyond-neutral-level.html "ECB’s Lagarde raises prospect of rate hikes beyond neutral level") of invested trust they have from their followers, and their recognised authenticity of content. This category of influencers, [present the biggest collaborative opportunities for brands](https://www.financedigest.com/the-rise-of-finfluencers-presents-unique-opportunities-but-brands-must-proceed-with-caution.html "The rise of “Finfluencers” presents unique opportunities but brands must proceed with caution") to harness for growth. 3. **SUPPORT:** Advertising and [paid promotion](https://www.financedigest.com/organic-vs-paid-promotion-why-the-perfect-mix-eludes-you.html "Organic VS Paid Promotion: Why the perfect mix eludes you") has always been a tough nut to crack, when it comes to staying authentic and avoiding a ‘hard-sell’. Audiences are far more aware of these paid-for-messages from influencers, which rarely feel genuine. They often sway the influencer from their \[genuine\] narrative, to cover a message, which intrinsically [feels at times](https://www.financedigest.com/decision-making-in-times-of-crisis-should-they-be-based-on-gut-feeling-or-data.html "Decision-making in times of crisis: should they be based on gut feeling or data?"), forced. And do you blame the influencers..? Just like the rest of us, they need to pay the bills. Our philosophy at House Of Influence, (and recommended approach) to paid promotions via influencers, is to “Support their narrative, not lead it”. In other words, allow them the [space to create](https://www.financedigest.com/how-to-create-the-perfect-video-conferencing-space.html "How to create the perfect Video Conferencing space") and maintain the narrative and messaging they believe in, and support them in delivering that message to their audience. This method is not only authentic and resonating to the audience, but also hugely [impacts the positive development of brands](https://www.financedigest.com/first-listener-wide-study-reveals-brand-impact-of-radio-livestream-and-podcasts.html "First listener-wide study reveals brand impact of Radio, Livestream, and Podcasts") equity. In summary we can see that influencer engagement data, is not enough to make commercial partnership decisions with influencers; additional layers are [required to paint a better picture of the prospective collaboration](https://www.financedigest.com/lack-of-collaboration-and-skills-shortage-is-limiting-organisations-ability-to-meet-ifrs-9-requirements.html "Lack of collaboration and skills shortage is limiting organisations’ ability to meet IFRS 9 requirements"). By first looking at influencers through a ‘recruitment-lens’ and establishing a more holistic selection process, you create a stronger foundation for the collaboration. In that process, identify the ‘Gi Creators’ who are championing [positive social impact; a voice sought-after and proactively supported by the audience](https://www.financedigest.com/what-brexit-blues-new-research-reveals-over-half-of-businesses-in-the-financial-sector-believe-brexit-will-have-a-long-term-positive-impact.html "What Brexit blues? New research reveals over half of businesses in the financial sector believe Brexit will have a long-term positive impact"). Once you have committed to that partnership, support the content creator’s message, the same way their audience do. At that point, you’re brands will begin to [experience the full potential of Influencer Marketing](https://www.financedigest.com/agar-market-is-set-to-experience-revolutionary-growth-by-2026.html "Agar Market Is Set to Experience Revolutionary Growth by 2026"). **PROFILE:** Morteza Maleki spent 18 years as a [brand strategist for world](https://www.financedigest.com/top-luxury-car-brands-in-the-world.html "Top luxury car brands in the world") leading agencies, working on major international campaigns for some of the most renowned brands. Having seen the shifts in emphasis from traditional marketing into influencer driven campaigns, he saw an opportunity in the market for an influencer-centric platform, which would provide social media leader with the same media, and commercial opportunities as traditional celebrities; and thus was born [House of Influence](http://www.wearehoi.com/). Having started with a team of 3 in December 2019, and launching the site in October 2020, the business has grown to a team of 20 during lockdown, with [continues growth](https://www.financedigest.com/different-employee-engagement-outcomes-for-u-s-and-canadian-companies-amidst-continued-economic-growth-pressures.html "DIFFERENT EMPLOYEE ENGAGEMENT OUTCOMES FOR U.S. AND CANADIAN COMPANIES AMIDST CONTINUED ECONOMIC GROWTH Pressures") in the site users and signups. With many offers of [funding on the table and phase 2 of the business launching in July](https://www.financedigest.com/in-renewed-push-spain-to-tender-eu-funds-for-evs-batteries-in-july.html "In renewed push, Spain to tender EU funds for EVs, batteries in July"), brands and influencers globally are jumping on board with HOI and the company’s vision to find, share and create  ‘Good Influence’. --- This blog is powered by Superblog. Visit https://superblog.ai to know more. ---