Interview with Yağmur Yüksel, Managing Director of CC Media House
Influencer marketing is a marketing strategy in which the people, who are able to influence people through digital media channels and are regarded as experts by their followers, influence the purchasing behavior of their audience. After a massive increase in social media usage, companies started to show interest in the strategy of reaching large audiences through influencer marketing.“Influencer”s background dates back years. However, recently discovering influencers and doing business with them have become much easier, especially in terms of marketing. We talked about influencer marketing with Yağmur Yüksel, Managing Director of CC Media House, a leading “New Media” company.
What kinds of services CC Media offers for brands?
CC Media House is a leading “New Media” company specializing in influencer marketing and video content. In short, CC Media, in line with brands’ periodic or yearly goals and products, prepares and implements digital marketing strategies and offers ‘new’ solutions to brands, using communication channels that influence the target audience, such as influencers, video content, social media, online and offline activities. We create campaign plans specifically for our global partners that include their harmony with Turkish culture, localization and TV and media activities.
What are the must-have characteristics a person should have, to be considered an influencer in his/her area?
An influencer is a person that has a real influence. This is a person who is able to directly communicate his/her actions and beliefs to followers through the contents he/she prepares on preferred platform, i.e. personal life, work life, and is able to encourage their followers and help them take action for a given reason. Nowadays, one of the most important data is “interaction”. The number of followers is important, as well as how influencer interacts with them, and how and to what degree one is able to encourage his/her followers to take certain actions. Producing a coherent content line with their lives also creates an incentive for more people to follow them.
Is influencer marketing a good option for all brands? What should be avoided in this kind of experience?
To be honest, it may not be a good option for all brands. Brands that do not aim to reach end users/buyers/customers may implement traditional communication strategies. However, even with this option, the brands that want to use digital channels effectively should remember that a customer goes through average 11.4 written or visual content before deciding to purchase a product, that Turkey has the 3rd place in the world regarding Adblock usage, and that this method is 18% more effective for influencing buying decisions. When we look at these stats, influencer marketing looks like a good way to communicate.
What kind of strategy are you using when deciding which influencer is more suitable for which brand?
First and foremost, it is important that brand and influencer have the same target audience. So, we ask whether each follower of the influencer is actually a potential customer for the brand and if the influencer’s participation in brand communication will seem natural. When an influencer works with a brand he/she is not interested in real life, the audience may think the experience influencer shares is not sincere, and this creates negative consequences for both sides.
What do you see in the future for influencer marketing?
Influencer marketing, like any other marketing strategy trends, is affected by the trends, consumers and changes in technology. I think we will see many changes in influencer marketing, over the coming period. More and more influencers enter the market; thus the competition increases. In the coming years, there will be more content, shaped in accordance with the brand needs, and build around more than one influencer. We will see an increase in micro influencers targeting a niche audience and brands will include them more in their strategies.
Today, we have many tools that help us evaluate influencers’ power, total reach and published content. However, I believe, soon the way people follow influencers will become important data along with a number of followers and interaction. Therefore, we may have tools that can evaluate the quality of followers and their commitment to influencers.