At oona, we believe in the power of social influencers. But we don’t believe in influencers being the new magic marketing tool to build reach, as some so-called Digital Influencer Agencies pretend to do. Basically because we don’t believe in magic. Like 4,000-entry influencer databases with a global reach of 150,000,000.
Instead, we believe in personal connections with a limited number of influencers in fields we master, such as fashion, beauty, design, food and beverage. We know from experience that each category does have a limited number of relevant influential people. And even then, a social influencer approach is part of a broader communications mix.
At oona, we will always take credibility and brand-fit as a key starting point. We could advise an up-and-coming blogger with a personal view and an emerging but high-quality following. Or an awarded vlogger with a considerable number of followers. Or a mix of up-and-coming and more established talent.
We also take a long-term and friendship-based approach to influencer programs. We don’t believe in one-off social influencer programmes. And as much as we believe in using a long-term approach to influencers, this will only ever be one of the many elements in a mix of channels we use to build reach.