Riding the Trends with Influencer Marketing

by Mattr Marketing | Jul 21, 2016

By now you’ve probably heard about the Pokemon Go craze sweeping the nation and quickly expanding internationally. It’s been covered by countless news organizations over the past few weeks and currently sits at the #1 spot on the iTunes free app list. While concerns have been raised about the app’s security, both physical and digital, the app’s popularity seems to remain sky high.

That popularity has driven many marketers to try and find ways to tap into this latest trend. From ad agencies to local shops and restaurants, businesses are trying to capitalize on the Pokemon Go obsession. What’s amazing is that early reports are indicating that the app is actually doing what few other apps have been able to do – drive real foot traffic.

With these kind of results, it’s worth considering how influencer marketing could be used to reach Pokemon Go users. But let’s not limit that line of thinking to only the current Pokemon Go trend. After all, trends can come and go. What’s important is understanding how to capitalize on them quickly and in the moment.

Here are a few tips to keep in mind when trying to ride the wave of a trend and use it for influencer marketing.

Don’t force it!

You shouldn’t attach your brand to every single trend. There will come a time, probably many times, when a trend will emerge and there’s no logical way to tie your brand to it. Influencers will notice this, and the good ones, the ones who are tied to the trend, won’t want to do harm to their reputation by working with you. They understand that their followers won’t view that partnership favorably. You’re better off waiting for the right trend, the one that at first glance, without lots of thinking and analysis, could integrate with your brand.

Act quickly

Trends come and go quickly. By August, the Pokemon Go craze could be over. Good influencers realize the timeliness aspect and recognize when it’s too late to be talking about a trend. If you have to work through layers and layers of analysis and approval before you can act, many influencers won’t do a campaign with you. To really capitalize on a trend, you must act quickly.

Vet influencers adequately

To best capitalize on a trend through influencer marketing, the influencers you’re working with must be really tuned into the trend. Similar to what was mentioned in regards to brands earlier, the public will quickly see through an influencer trying to attach themselves to a trend that doesn’t align with their personal brand.  Make sure you’re choosing to work with influencers who are involved in the trend somehow. 

Show knowledge of the trend

If you’re going to launch a campaign based off a trend, it’s important that you, and the influencers you work with, show thorough understanding of it. Loose attempts at playing off the trend could do more harm than good. If you decide your brand aligns with the trend, and you can find influencers whose personal brands align with it, fully embrace it as part of your campaign.