Last week was the 20th anniversary of Harry Potter and as a huge fan of the books, I can’t help but feel really nostalgic. I remember being able to read at least a book a day in elementary school (don’t we wish we have the time now) and I ended up reading Harry Potter and the Philosopher’s stone over 20 times in a year! The fact that we are able to learn so much from Harry Potter makes it the favourite of many people even till today. One of the most essential learning point for me is from Harry Potter and the Deathly Hallows. The Deathly Hallows as depicted in the book are the three most powerful magical objects in the wizarding world that if one has in possession all three of them, he will become the Master of Death. Similarly, in influencer marketing, there are three deathly hallows that one need to possess to become the Master of Influencer Marketing.
The Elder Wand
So the oldest brother, who was a combative man, asked for a wand more powerful than any in existence: a wand that must always win duels for its owner, a wand worthy of a wizard who had conquered Death! So Death crossed to an elder tree on the banks of the river, fashioned a wand from a branch that hung there, and gave it to the oldest brother.
Like seeking the elder wand, brands who participate in influencer marketing often try to seek an influencer with the most number of followers. Although a good influencer should be one with a substantial number of followers, research has shown that the number of followers does not translate to actual engagement rate. The Elder Wand, in this case, the best influencer should be the one with a substantial number of followers and also a high engagement rate. By partnering with such influencers, brands will ensure that their marketing campaigns will gain the highest conversion rate.
The Resurrection Stone
Then the second brother, who was an arrogant man, decided that he wanted to humiliate Death still further, and asked for the power to recall others from Death. So Death picked up a stone from the riverbank and gave it to the second brother, and told him that the stone would have the power to bring back the dead.
The reason why Harry Potter is able to escape death time and time again is none other than the fact that he has all the love and support from his loved ones. Although there is no need to bring back anyone from the dead (fortunately!), the support of people that you are working with will allow your brand to go very far. Brands investing in influencer marketing should not be just looking for short term contract with influencers but seek to develop a long term partnership with them. By focusing on building relationships with influencers and their followers, your audience will develop genuine interest, affinity and loyalty towards your brand and thus will be able to benefit you in the long run.
The Invisibility Cloak
And then Death asked the third and youngest brother what he would like. The youngest brother was the humblest and also the wisest of the brothers, and he did not trust Death. So he asked for something that would enable him to go forth from that place without being followed by Death. And Death, most unwillingly, handed over his own Cloak of Invisibility
The invisibility cloak is probably the most important magical item in the Potters’ family line. We have seen the appearance of it from the first right down to the last book and readers like myself have a special affinity with this piece of magical garment. Passed down from his father (through Professor Dumbledore), the invisibility cloak has helped Harry Potter escape many dangers and attempt impossible feats. Similarly, in influencer marketing, there need to be an important tool that will help brands to implement successful marketing campaigns.
By using a powerful influencer marketing analytics platform like Popular Chips, brands can accurately analyze the demographics, engagement rate and inactive accounts of influencers while also determining when and what type of post will gain the most amount of traction. A good analytic tool should also be one that will help brands to measure their end of campaign results to make sure that they meet their targeted KPI. Influencer marketing therefore do not have to be risky and unpredictable since the use of accurate and reliable data will allow brands to maximize their ROI for each and every marketing campaigns.
The Battle of Hogwarts
To be able to implement a successful marketing campaign and become a Master of Influencer Marketing, one has to be able to find the right influencers and also seek to build a long term partnership with them. With good foresight and marketing strategies, complemented by a reliable marketing tool, you will ensure that you will win any battles that comes your way. So.. with all your three deathly hallows, are you ready to join the battle of the century yet?