“At first, we wanted to keep all the gory details about our testing processes out of the consumer’s sight, since we thought it might be too much unnecessary details,” Chapin says. “But we’re finding that people are interested in the science of sleep and are fascinated by their own sleeping habits. So we’re slowly lifting the veil and allowing people to see the work that we’re doing.” Jeff Chapin, Co founder and chief design officer of Casper, interview from Fast Company
Education is not about sales
It’s common practice in influencer marketing, for brands to work with agencies or platforms to help find the right ‘match’, meaning the right influencer. The platforms will talk about their special AI or other data points to allow for a good match. However, what does a good match really mean anyway?
Does this influencer know the main selling points of the brand, or already use the brand? If so, we could consider that a match in the sense that they could effectively promote the brand.
Does the influencer relate well to the target customer of the brand? If so, we could consider that a match in terms of the audience having an interest in the brand.
Now, if both of the above factors are met, it would be easy to assume a good match… if this type of match was only for sales.
What’s so interesting for brands about online creators and influencers though is their ability to provide education to their audience. When Brands fail to realize that and don’t educate the influencer, then what’s left is a poorly informed sales agent not unlike a late night TV infomercial. It doesn’t take long for someone to realize this person only has a surface level understanding of the brand.
Suddenly the human influencer is just a better version of your parents banner or display ads with no tangible story or depth. Instead of campaign ROI in sales, a good result would be clicks and views at best.
A better example of working with influencers can be found from this example from Lingokids on the Matchmade platform below. Because this app catered towards Mothers in Mexico, the brand (Lingokids) made direct efforts to chat with the influencers and make sure they knew how to use the app and be given ‘creative freedom’ to explain the functionality in their own unique way.
Education allows customers to get educated about the brand, which in turn leads to continuing sales, as opposed to one off sales campaigns.