Algorithms Shouldn't Dictate a Digital Strategy: Eye-opening Info About the Changing Influencer Culture and Business Opportunities

Gina Martinez

Gina Martinez

Apr 09, 20243 min read


Algorithms Shouldn't Dictate a Digital Strategy: Eye-opening Info About the Changing Influencer Culture and Business Opportunities

In the ever-evolving world of digital marketing, understanding your target audience is crucial. Your messages need to resonate with your audience, taking into account various factors such as their mood, previous decisions, and even external elements like music, hunger, and weather. Unfortunately, algorithms, which play a significant role in digital strategies, often fall short in capturing this complex context. While algorithms can be helpful in certain aspects, they are not capable of fully understanding the intricacies that drive a person's choices.

Relying solely on algorithms can be a time-consuming process. Algorithms are frequently updated, and not all changes are made public. This means that marketers need to constantly stay on top of these updates and adapt their strategies accordingly. It can be challenging to keep up with these changes and ensure that your digital marketing efforts are aligned with your target audience.

One area where algorithms often fall short is in the realm of influencer marketing. Influencers have become a powerful force in the digital landscape, with their ability to connect with their followers on a personal level. The "get ready with me" style of video, for example, has gained enduring popularity because it feels personal and authentic. This trend signals a shift towards more genuine and relatable content, which resonates with audiences.

Authenticity and microinfluencer partnerships are becoming increasingly important in influencer marketing. Microinfluencers, who have smaller but highly engaged audiences, are often more open to longer-term partnerships. This allows for a deeper and more meaningful connection between the influencer and the brand. Corey Smock, VP of business development at creator marketing agency Cycle, emphasizes the value of making influencers feel valued in order to build these longer-term partnerships. He highlights the risk of influencer marketing becoming overly transactional, with countless influencer agencies and automated solutions diluting the human element in these relationships.

As marketers, it is crucial to recognize the limitations of algorithms and embrace a more holistic approach to digital strategy. Here are three actionable pieces of advice to consider:

  • 1. Prioritize authenticity: In a world saturated with content, authenticity is key. Focus on creating genuine connections with your audience by collaborating with microinfluencers and incorporating personal and relatable content.
  • 2. Nurture relationships with influencers: Instead of treating influencer partnerships as mere transactions, invest time and effort in building real relationships. Show appreciation for their work and make them feel valued. This will result in more meaningful and long-lasting collaborations.
  • 3. Stay informed and adaptable: Algorithms are constantly evolving, and it's essential to stay up-to-date with the latest changes. Monitor industry trends, attend conferences, and engage with thought leaders to ensure that your digital strategy remains relevant and effective.

In conclusion, while algorithms play a significant role in digital marketing, they shouldn't dictate your entire strategy. Understanding your target audience goes beyond what algorithms can capture. Embrace authenticity, nurture relationships with influencers, and stay informed to build a successful and impactful digital marketing strategy. By doing so, you can connect with your audience on a deeper level and drive meaningful results for your brand.

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