If there was a true description of the industry, this would be it! Pivot, adjust, adapt, shift, change, re-create. All of these things are needed in your business to ensure you stay relevant, stay immediate, and are able to react and respond to what the industry NEEDS.
In 2018 we saw a dramatic shift in how brands were working with influencers. We noticed that campaigns took longer to close, often dying on the boardroom table before they were able to be launched. We see marketing departments asking “WHY” are we working with influencers, and not having any solid, concrete answers, but still feeling like they “SHOULD” be working with them.
There are more influencers, more questions, more steps and less money… and that means that the supply and demand for influencers has shifted.
So, what do we see at 3c?
We see brands going back to the basics, simple campaigns with clear asks and measurements, so they can actually assess the value to see if they “work” to deliver the results they expected.
We see more “for product” partnerships. Gifted opportunities, activities and events that generate social promotions, “murmurs” and buzz vs directed content.
We see influencers having to re-direct their efforts relationships with agencies and brands. To needing to focus on sales and outreach, directly pitching vs waiting for campaign offers. We are seeing that they need to improve their knowledge across the board to be able to maintain their position in the industry.
We are seeing a professionalization of the entire industry, from a PHD in Social Media, so corporate tables filled with online marketing professionals. The expectations for reporting and results have changed, and the specialists are needing to stand up, speak their mind and have the proof to back up their choices.
So, what are we going to do about it?
We need to change, and so do you, so we want to help you do that.
3c is launching entirely new programming for January 2019. We are bringing in the New Year with a new focus and passion for what we do. We are going to give you what you have asked for, and we are going to do it affordably, and intelligently.
- Our Brand Development program will be split to accommodate specific influencer requests. We will be offering bulk pitching as a solo service, and consulting and education separately.
- We will be opening our group brand development conversations and training to a whole new community, YOU!
- We are increasing and specializing our education courses. We will have month long courses, on pitching, business development and more.
- We are offering brand specific courses and training, using our stats and experience from running campaigns with thousands of influencers to teach best practices and share our ticks and tips for successful campaigns
Our goal is that we are builder SMARTER influencers and brands. That we are sharing knowledge to ensure everyone understands WHY we are here, and WHAT we need to deliver to build this industry into one that is sustainable and secure.
We all still do have a place in this industry, but the time when we could sit back, create great content and have opportunities land in our lap has gone. This is no longer a hobby, there is no magic button for success, and it is not an EASY choice of business to build. The industry has professionalized, and so must we all.
I’m ready, are you?