The entertainment industry has undergone tremendous changes in the past decade - from viewing sports and movies on television. Now we have OTT platforms and pay-per-view sports subscriptions. This has also affected how brands approach their target audience from a marketing perspective.
Traditional advertising doesn't work because, unlike in the past, when many consumers were subjected to the same television or newspaper ads, they are now segmented into groups resulting from their preferences and control over different forms of entertainment. So What gets an OKAY for being the most effective form of promotion today? The answer would be influencer marketing because as customers become information savvy and seek variety in entertainment, it takes creativity, influence, and authority to make a message stick. This brings us to entertainment influencers.
Entertainment influencers come from categories that audiences find entertaining. They are athletes, actors, comedians, dancers, writers, singers, gamers, etc., who influence loyal communities with their opinions which they present through social media content. Entertainment influencers have niche communities, and they act as your brand liaison, connecting you to your customers through word-of-mouth marketing, thus overcoming the limitations of traditional advertising.
However, the execution of a successful entertainment influencer marketing campaign requires calculated preparations which are best left to the expertise of an influencer marketing agency. In fact, we have collaborated with one to create this article as a guide to your influencer marketing efforts. Let's get started.
What is Entertainment Influencer Marketing?
People look forward to many events for entertainment - from the announcement of music albums, movie or book releases to sporting events. Entertainment influencer marketing uses subject matter experts to promote these events through social media campaigns tailored to the audience's needs.
Entertainment influencer marketing triumphs over traditional advertising as the former capitalizes on the influence opinion leaders have built by demonstrating subject matter expertise. Entertainment Influencers approach their audience with storytelling and creativity and share their personal experience and reviews to resonate with them.
For example, entertainment Influencers attend movie premieres and create detailed videos presenting their honest opinions. This does an excellent job of bringing more viewers to the theater as they want to get the same experience.
How to Utilize Entertainment Influencers?
Diverse Networking
The entertainment industry is undoubtedly growing with the ideas of diversity and inclusion. People want to see singers, dancers, actors, comedians, gamers, artists, etc; of different races, sexual orientations, backgrounds, and cultural orientations represented frequently on all platforms. Including these subject matter experts in your marketing strategies gets you in sync with your potential customer's interests, reflected in higher engagement on your branded content.
Consistent Briefs
Creative briefs are necessary to bring your team on the same page. Having a straightforward site on your objectives, content requirements, brand guidelines and standards, budget, timeline, and target customers will enable them to organize their efforts towards a singular purpose. Give opinion leaders access to your past assets like images, videos, blogs, etc., which serve as guides when creating your branded post.
Brand Exposure
Expose your Influencers to things you do as an organization. Invite them to your movie openings, band events, live shows, event screening, concerts, etc., so they can witness and take the best parts, add their own twist, and creatively present them to the audience to generate social proof for your business.
Creative Freedom
Entertainment Influencers know what resonates with their audience now and what will in the future, so trust them to handle the creative aspects of your campaign. Of course, they will need your guidance when aligning their creativity with your brand values, standards, and requirements.
Why do Entertainment Brands need Influencer Marketing?
Attract Customers
Your consumers pursue entertainment in different forms - for instance, watching sports, playing video games, listening to music, watching movies, reading books, and more. But you already knew that. However, they are now looking towards Influencers for their entertainment.
Entertainment Influencers have built loyal communities through their art and talent. They interact with their followers frequently, allowing you to develop personalized connections with your target demographic by being a part of the conversation. You can attract and retain consumers for a long time with transparent communication, customized experiences, storytelling, and creativity.
Get Effective Evergreen Content
Ever wondered why people are attracted to influencer content? The pictures and videos they produce are not of the best quality, have plot holes, and characters are predictable yet impressionable. The secret - people come to entertainment influencers for something they can't find anywhere else, for example, top 10 music recommendations, game selections, movie listings, behind-the-scenes, walkthroughs, and trailer reactions. The nature of the content allows breathing room for lower production quality. In fact, your audience feels connected to this raw, natural idea that compels them to spend hours binge-watching Influencers' content.
Now you see - you don't need to spend thousands of dollars on high-production value when relatable, inspiring, and creative content from entertainment Influencers can bring outstanding results. Plus, these creatives can be repurposed multiple times over several campaigns.
Applicable to any Business
Entertainment influencer marketing does not discriminate between small businesses or large multinational conglomerates. The strategies can be customized for any goal, timeline, or budget.
