✅ This is a look into an impressive Influencer Marketing campaign that we can all learn a thing or two from.
👇 In this post you’ll learn what Influencer Marketing is and how it can effectively be used to target millennials, using a real world example.
How Jeremy Corbyn is Using Influencer Marketing to Reach Millenials
What is Influencer Marketing?
Influencer Marketing has been around forever, but it’s only been given this ‘cool’ new name in the last few years.
Basically, Influencer Marketing is about getting people who have a significant influence over your ideal customer audiences, to promote your product or service to those audiences.
Think Michael Jordan with Nike, Gary Lineker with Walkers, Britney Spears with Pepsi. Influencer Marketing is all about grabbing attention, which is why Bloggers, YouTubers, Social Media Influencers and more are now grabbing a piece of the pie.
How is Jeremy Corbyn using Influencer Marketing to reach millennials?
Being a millennial myself, I recently noticed some pretty cool pieces of content online featuring people I respect + Jeremy Corbyn.
My inner Digital Marketing geek kicked in and I knew I had to write about it. If we break up what Jeremy Corbyn has done, he’s used the following 3 steps to effectively reach millennials via Influencer Marketing;
🎯 Step #1
He has identified who millennials relate to (grime artists, popular singers, young social media content creators).
🎯 Step #2
He has influenced those people to create a cool, positive piece of content with him or about him.
🎯 Step #3
He has distributed that piece of content natively across large communities over the internet (Facebook groups, publications, Twitter).
Let’s look at some examples and why they are so successful…
In this interview style video, famous rapper Lowkey lays down some well-structured arguments pointing out why we should all vote Labour in the general election.
Why was this successful?
This video works because;
✅ Lowkey uses storytelling to explain the history of politics in a simple, easy to understand way.
✅ An ‘unorthodox’ perspective of politics is shared in the video. Psychologically, people will want to share this video as it makes them look like they are ‘in the know’ too and are ‘enlightening’ their Facebook friends.
✅ Again, the video uses Facebook Captions to grab the attention of the 85% of Facebook users who watch Facebook videos with the sound off.
✅ Authenticity. Within the write up, direct quotes from Stormzy show that he’s saying exactly what he’s thinking. This authentic approach has a much greater impact than fabricated Influencer Marketing campaigns.
“My man, Jeremy! Young Jeremy, my guy. I dig what he says. I saw some sick picture of him from back in the day when he was campaigning about anti-apartheid and I thought: yeah, I like your energy. Have you seen that footage of House of Commons? They’re all neeky dons! The way they all laugh and cheer. Is this f*cking Game Of Thrones?”
✅ Effective storytelling. The article takes you on a journey of Stormzy’s career before getting into the interview. It warms you up before hearing the Call To Action (CTA) to vote for Corbyn.
✅ Stormzy is also very current and top of millennial’s minds, making the impact of this article significant.
Influencer endorsements via Tweets
A number of influential musicians have taken to Twitter to share their support for Jeremy Corbyn.
These Tweets may not have been a direct part of Jeremy Corbyn’s marketing activities, however, they still happened, and the reason they did is explained below.
Influencers influence other influencers. Slight tongue twister but true. In this case, Jeremy’s proactive Influencer Marketing strategies (like the Facebook videos) have prompted other reactive pieces of positive content from other Influencers in the same industry.
This emphasises ‘the snowball effect’. If you invest resources in doing things right on a small scale (like the Facebook videos), that effort can organically grow into a huge success (influencer endorsements in publications & via Tweets).
We can all learn something from Jeremy Corbyn’s use of Influencer Marketing to prompt millennials to take action.
Think about how you can apply what you have learnt here to your own business. Who has a significant influence over your target market currently? What’s the first step you need to take to start building a relationship with them?
Have you got any good examples of Influencer Marketing done well? Let me know in the comments below and I may feature you in a future post.