PR consultants have many channels for connecting a client’s message with the right audience. New formats continue to appear, but one established form of communication remains powerful: word of mouth. Working with influencers can bring that principle into a wider campaign.
A familiar principle
Word of mouth is one of the oldest ways people discover and assess organisations, products and services. It is closely connected with the purpose of public relations: building relationships between an organisation and the outside world.
The original 2017 article cited research on word-of-mouth marketing. Individual figures should be understood in their original context; the practical point is that recommendations can influence how people respond to a brand.
The influence of trusted voices
Influencers are not new. Actors, singers and athletes have represented brands for decades. Sylvie Meis’s long-running work with Hunkemöller was one example discussed when this article first appeared.
Bloggers, vloggers and other specialist creators expanded that landscape. Celebrity partnerships can offer broad reach, while smaller creators may bring a closer connection with a particular community. The value depends on credibility and fit, not simply audience size.
What makes a collaboration work?
A partnership with an influencer who fits the brand can produce valuable results. Their audience may trust their content and take their recommendations seriously. The content can feel more personal and relevant than a conventional advertisement, provided the collaboration remains credible and commercial relationships are clear.
A common mistake is choosing someone for reach alone while overlooking the mismatch with the brand. A less famous creator serving a specific audience can be more appropriate. Genuine interest in the subject and a credible relationship with followers can support engagement and conversion, although results are never guaranteed.
For Microsoft, we worked with the boy band B-Brave on a campaign helping young people understand online risks. The group matched the intended audience and had a strong social motivation to participate. The campaign received a SABRE Award in 2017.
Measure the response
Influencer activity can be measured. Monitor posts and videos, review the substance of audience reactions and use appropriate tracked links to understand responses. Both qualitative and quantitative results matter.
We work with influencers for different clients and follow developments in the field. Explore our influencer campaigns, or contact our PR agency in Amsterdam or Antwerp to discuss your strategy.
Charise
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