Why Influencers are not Programmatic

By December 27, 2016 Marketing No Comments

Influencer marketing is currently a buzzword in the marketing industry.  However, long before this came to be, people were reacting positively to content promoted and spread by people of influence. With the rise of social media, it became even easier to promote content from key opinion leaders; even celebrities. As this increased, tools were created in order to manage the organic and sponsored content. Because this has become larger and larger, there is an extreme demand for standardization. Several programmatic buying platforms have teamed up with ROI Influencer Media to standardize influencer marketing in order to offer bundles of signed influencers.

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What does this mean?

With this standardization, marketers will be able to incorporate influencers into their media mix far easier than before. Digital ad buyers will be able to actually purchase different influencer’s social content, just like other forms of digital media. ROI Influencer Media has a network of 10,000 influencers that buyers will have programmatic access to. The influencers will be in control of their ads, and the inventory will be on a CPM basis. If the influencers aren’t keen on a particular ad, they have the full ability to negotiate or turn it down completely.

What are the cons?

Strategy must come first.  If this fails to happen, much time and money can be lost. This often happens when marketers treat influencers programmatically and jump in head first by pitching influencers at scale. An effective strategy involves a clear alignment between the brand, influencer, and end user.

In addition to this, influencer marketing is as widespread and popular as it is because it is authentic, quality, and built up around engaging stories that attract and retain consumers.  With programmatic ad buying, it takes influencer marketing and makes it a little more cut and dry as it is focused around algorithms and bidding. Programmatic also chips away at consumer trust.  People do not want to be treated like a commodity. If they do, they will block ads and give advertisers an even harder time at reaching this hard to reach audience.

Why aren’t influencers programmatic?

While these new ways of scaling marketing programs are good for marketers themselves, treating the marketing in a programmatic fashion will only turn consumers away from the influencers they used to look up to and value. While there do need to be standardization processes in place in order to effectively manage influencer marketing on a mass level, programmatic buys are not the way to do it.