Influencers care about their work and about who they work with. The majority of influencers are more likely to work with a cause-based brand, according to Mavrck. The influencer marketing platform found many of them (23%) want to give back as part of the campaign. Other factors for engaging include an authentic fit with the brand and if the brand has an ongoing commitment to supporting the cause.
“Understanding influencers’ unique perspectives is an important part of the consumer insights process,” explained Jeff Melton, chief marketing strategy officer for Mavrck. “And that values-led approach requires a different mindset from the objective-, product- or channel-led influencer marketing strategies that many marketers employ today.”
Some of the most important causes to influencers include the environment, marginalized communities and animals. Together, marketers and influencers can create a mutually beneficial, do-good, feel-good relationship.
This story first appeared in the Nov. 18, 2019, issue of Adweek magazine. Click here to subscribe.
