In this edition of the Managerial Excellence Masterclasses, we had the honor of welcoming Dorian Ciavarella, a visionary entrepreneur and expert in influencer marketing. Co-founder of Hivency and CEO of Zellik, Dorian shared his valuable advice on how to make the most of “influencer marketing and strengthen the” impact of brands.
Influencer Marketing: a Powerful Lever
Dorian started his career in marketing by chance, noticing the impact of influencers in product promotion during an internship. He then developed a keen interest in influencer marketing, a rapidly growing field where the ability to convince and inspire is crucial. As he describes it, influencer marketing is a modern form of recommendation, where content creators share products and services with their targeted audience.
Choosing the Right Influencers
To succeed in an influence campaign, Dorian emphasizes the importance of choosing the right influencers. He advises basing the choice on several criteria:
- The number of followers to assess reach,
- Engagement (likes, comments) which reflects the influencer’s relationship with their community,
- The relevance of the target in terms of gender, location, and interests.
He also suggests prioritizing authenticity: collaborating with influencers who are passionate about the product ensures a more sincere and impactful promotion.
Types of Collaborations with Influencers
There are different types of collaborations, and it’s important to adapt them to the brand’s objectives:
- Unpaid partnerships: often reserved for micro and nano-influencers, they offer an authentic aspect.
- Paid partnerships: allow for establishing a contract with an influencer to guarantee publications.
- Affiliation: here, the influencer is paid based on sales made through their recommendation, a good compromise between cost and performance.
Influencer Marketing in B2b
Influencer marketing is no longer reserved for traditional sectors like fashion, beauty, and lifestyle. Dorian highlights the rise of B2B influence, especially on LinkedIn, where it’s now common to collaborate with experts to promote products or services. This type of marketing influences purchasing decisions and strengthens brand credibility.
Upcoming Trends: Authenticity and AI
With the rapid evolution of technologies, artificial intelligence is also transforming the field of influence. Dorian sees AI as a complementary tool to optimize campaigns, without losing the authenticity that is the strength of influencers. The challenge lies in personalizing each message to maintain a real connection with the audience.
Measuring Campaign Impact
To evaluate the success of a campaign, it’s essential to measure different indicators:
- The number of clicks and traffic generated to the brand’s website,
- The reach (publication reach),
- Sales directly linked to the publications.
Creating a Relationship of Trust with Influencers
For Dorian, it’s crucial to build a relationship of trust with influencers. This approach promotes long-term collaborations and helps strengthen the brand image. He also recommends rigorous follow-up to avoid any crisis situations in case of controversy.
Dorian Ciavarella shared many practical tips for standing out in the world of digital marketing. By following these principles, any company can leverage influencer marketing to increase its visibility, credibility, and commercial impact.
Don’t miss the next Masterclass!