Why Influencer Marketing Doesn't Work For Music

Описание: Considering an influencer marketing campaign for your next release?

The music industry is struggling in this area, with some marketing professionals carrying out ineffective campaigns without even knowing it.

Influencer marketing is when a large following account is paid to endorse your music, the account's social status influencers others to take action and follow their recommendations.

This form of marketing can break an artist as it instigates word of mouth which is the strongest form of marketing. If an influencer gives a shoutout to a track, then someone else tells their friends it begins to get your music to spread virally as people trust where the each recommendation is coming from. Unlike other marketing, which is pushing the music towards potential fans in hope they overlook that the content is an advertisement and was always meant to get them to stream the music.

However, after the influx of money being spent in the influencer marketing industry, the ASA were forced to establish guidelines for the industry to avoid consumers from being deceived by brands.

This meant that influencers now need to announce clearly that the content was paid for and would not exist if a financial transaction had not taken place.

This has made it incredibly difficult to marketers to implement an influencer marketing campaign and make it look authentic, with some still continuing to burn money hoping that the reach alone will convert to streams.

Marketers need to find ways to use influencers to collaborate alongside them on content which avoids the issues of there being a financial transaction and using the influencers presence and credibility alone to drive the traffic to the music rather than their audience.

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