Dmitrii Khasanov: How Banks Can Construct Genuine Model Partnerships with Influencers?

Influencer advertising is at present experiencing a surge in recognition, with micro and macro bloggers taking the lead. The current proliferation of social media influencers has bolstered this advertising sector to new heights. Based on HubSpot, a major 50% of Millennials place their belief in product suggestions made by influencers. In distinction, solely 38% categorical the identical degree of belief in product suggestions from celebrities. This highlights the rising impression of influencer advertising, with 8.92% of entrepreneurs acknowledging its effectiveness as a strong advertising technique.

At this time, influencers have change into the go-to alternative for spreading content material throughout a variety of platforms. From style manufacturers and meals shops to universities, colleges, hospitals, and insurance coverage firms, plainly everyone seems to be collaborating with bloggers and social media influencers to have interaction with their viewers. However what concerning the banking sector? Does this historically conservative business harness the facility of influencer advertising? Dmitrii Khasanov, a digital advertising professional and the founding father of Melandia Company, delves into the world of influencer partnerships for banks and the way they’ll authentically join with this contemporary advertising technique.

Based on Mr. Khasanov, choosing an influencer as a financial institution companion is kind of much like the method of selecting a TV program for operating an commercial. The thought is that the individuals who could be serious about a services or products ought to resemble those that watch a particular TV present or, on this case, observe a selected influencer. In essence, the bottom line is to seek out an influencer whose viewers carefully matches the potential shoppers of the product, making certain that the advertising message reaches the proper folks.

Dmitrii Khasanov states “Banks wish to join with younger folks, contain them in new choices, and tailor companies to particular person wants. However reaching each millennials and Technology Z generally is a problem. To do it successfully, they should create participating content material on platforms like TikTok and Instagram that appeals to those youthful audiences. They will additionally host stay discussions on Twitter and Reddit to work together straight with them. Nevertheless, banks usually wrestle with low engagement on their social media, which is the place bloggers might help. Bloggers are influential on this area, and their involvement can enhance viewers curiosity and interplay, making it simpler for banks to attach with these youthful generations.”

To assist banks construct robust and genuine partnerships with social media influencers, Dmitrii advises to remember the 7C:

  • Clear aims; 
  • Select the proper influencers; 
  • Domesticate relationships;
  • Create content material;
  • Comply;
  • Calculate impression; 
  • Proceed studying your viewers.

The method begins with setting clear objectives that match the financial institution’s aims. Then, it’s about rigorously choosing influencers whose values and viewers align with the financial institution’s message. Constructing real relationships with influencers and open communication is important. Collaboration revolves round creating participating content material that speaks to the influencer’s viewers and meets the model’s objectives. Following business rules and being clear is vital within the regulated banking sector. Monitoring and measuring the partnership’s impression by way of efficiency indicators is essential. Lastly, adaptability and staying in tune with viewers preferences and evolving influencer developments are important.

Nevertheless, for banks, discovering the proper influencer generally is a new problem. Based on BuzzGuru, most manufacturers (64%) collaborate with macro-influencers and much more (74%) with micro-influencers on social media. However why not simply pay a star with thousands and thousands of followers for an advert put up? The reply is credibility. 

Folks admire film stars and well-known singers, however do they really belief their endorsements and selections? Individuals are extra more likely to make a purchase order primarily based on a advice from a micro-influencer with, say, 56,000 followers as a result of these micro-influencers are seen as relatable and reliable. Celebrities, with their big followings, usually come throughout as promotional and fewer real. In distinction, micro-influencers, whereas having smaller audiences, are thought of passionate and educated about their niches.

Their suggestions are private and sometimes primarily based on actual experiences, which makes them extra convincing to their viewers. Due to this fact, when banks search influencer partnerships, prioritizing the authenticity and credibility of micro and macro-influencers over celeb endorsements generally is a more practical technique for constructing belief and forming actual connections with the target market.

When working with social media influencers, regardless of their dimension, Dmitrii Khasanov advices to recollect these three key factors:

  1. Examine Interplay Stats: Assessment the engagement statistics of their content material. However, be cautious as these numbers may be deceptive; confirm them on trusted third-party websites.
  2. Assess Status: Earlier than partnering, examine the influencer’s repute. Guarantee they aren’t related to any controversies that would hurt your model’s picture.
  3. Perceive Their Model: Influencers have their distinctive type and tone. Research this prematurely to stop any potential repute points. Collaborate with these whose content material matches your model values for a smoother partnership.