Brand storytelling in real-time is the future of influencer marketing

“Sometimes the best way to change the future is to change your perception of what’s possible” — Brian Solis.
In today’s world being original and engaging with customers in an authentic way is essential in order for brands to gain more trust. This can only happen with brand-to-customer engagement and the most important thing is to be able to tell a story and offer emotions to the final users. Brands are turning more often to influencers for testimonials to augment their message and magnify their story to the right audience.
A well-crafted storytelling strategy will convey security and credibility to the final clients. Storytelling is the art of transforming your organization and its core to create experiences that feel real and human. But the question is, in today’s digital world is simple influencer marketing enough to make people feel real and human with the brand story?
People learn most when they feel entirely involved in something, in the real moment, and this improves the way they receive the message that a brand wishes to transmit. When planned and accomplished strategically, influencer marketing can be a powerful tool to amplify all types of real-time marketing initiatives.
The power of real-time marketing
With the digital transformation, it is much harder to create authentic relationship with customers only through advertising so it is easy for marketers to overlook the importance of connecting with influencers in the real moment, when brand affection is strongest.
These “moments” offer unique opportunities for brands to drive influencer engagement and strengthen the positive sentiment about their story with their target audiences. Connecting with individuals in real-time leads to important increases in engagement, brand perception and conversion. An influencer is much more likely to share something about a brand when he or she is actively engaged with the brand story at the right moment, creating a natural “open door” for engagement that may not exist at other moments.
For example, a major airline recently used real-time data such as location, positive sentiment, logo detection and follower count, to instantly find dozens of key influencers and brand advocates who were travelling that day. When they arrived at their destinations, an airline representative met them at the gate, and handed them a customized gift bag filled with premium travelling accessories and a handwritten note. The content that the influencers created went viral in seconds. This campaign was extremely successful leading up to 50% engagement rate and valuable earned media for the brand.
Where could this possibly go in the future?
In 2016 we saw the explosion of real-time platforms like Snapchat, Facebook live, Instagram live and Instagram stories as social media users and influencers found ways to maintain authenticity in their online presence. With an ever increasing need for transparency, it is easy to predict what will be the next big thing in 2017: real-time platforms improved by VR technologies.
Influencers directing real-time VR sessions where they virtually networking with followers and put their worlds on display in more original way. Even the Royal Shakespeare Company is developing a VR theater experience. VR is rising up and is about to change social media and just like that the influencer game will change.
Influencers will create virtual “viewing rooms” using VR filming techniques. It could be a studio, a cozy living room, a kitchen, or any other private space tailored to the influencer and live-streamed in 360 °. Viewers with VR headsets can virtually walk beside the influencer, getting a closer look and building a sense of connection to the influencer.
They can comment in real time and the influencers can see and respond to these comments and questions, while virtual reality standing beside them, creating opportunity for incredible personal engagement.
Conclusion
We could never be sure where the future might takes us, but one thing is for sure: when evaluating the best ways to take advantage of the growing trend towards new forms of influencer marketing, it is crucial for brands to consider how timing plays such an important role in maximizing the impact of brand storytelling. If doing this right, brands can build authentic relationships with influencers that ultimately lead to lasting relationships with targeted audiences.
