Kayla White, head of influencer marketing at EssenceMediacom, looks at how broadcasters can lean into the growth of influencers
The article from Broadcast Now discusses the evolving role of influencers in the broadcasting industry, highlighting how they can significantly benefit broadcasters when integrated with the right strategies. It points out that influencers bring authenticity and a direct connection to niche audiences, which traditional broadcasting might struggle to engage effectively. The piece emphasizes the importance of a strategic approach where broadcasters not only leverage influencers for content creation but also for audience engagement and retention. Key to success is understanding the influencer's audience, ensuring content alignment with brand values, and maintaining creative control to avoid diluting the broadcaster's brand identity. The article also touches on the potential pitfalls, such as the risk of influencers overshadowing the brand or not delivering the expected audience engagement, stressing the need for a well-thought-out playbook to manage these partnerships effectively.
Media & Entertainment
Mon, December 16, 2024 
