Ah, the world of influencer marketing, ever evolving and full of lessons, right? 😉
Veja a Tarte Cosmetics, por exemplo.
They’ve recently found themselves navigating through some choppy waters.
E deixe-me dizer a você, todo o cenário é como uma trama de sucesso de bilheteria com todo o drama que você possa imaginar.
Então, o que podemos extrair do #TrippinWithTarte e os 27 mil criadores que estão falando sobre isso?
Apertem os cintos, pois essa viagem está prestes a ficar interessante.
Vamos lá. 👇
O manual do marketing de influência precisa ser atualizado
First off, let’s address the elephant in the room: the traditional influencer marketing playbook is looking a bit worn.
You know the drill: pick influencers, whisk them away to some dreamy locale, and voila, your brand is the talk of the town.
Bem, não mais. 🤔
Todo o “look at us having a blast while you watch from home” vibe?
👉 It’s starting to wear thin.
Os consumidores estão desejando conexão, não inveja.
Veja este vídeo da campanha da Tarte como exemplo:
@abbybaffoe As vibrações são altas ✈️ @tarte cosmetics #rippingwithtarte ♬ original sound, spotify
Este TikTok, criado pela criadora on-line Abby Baffoe, foi visto mais de 1,3 milhão de vezes! 🤯
Parece bom, não é?
Infelizmente, a reação foi decididamente mista.
Alguns comentaristas expressaram incômodo com o consumo conspícuo em exibição e sugeriram que eles podem estar sofrendo de fadiga de influenciadores.
Acho que esse cansaço com o conteúdo se tornou um clichê da mídia social.
A reação de Bora Bora: uma história da exclusão da Tarte
Now, Tarte’s Bora Bora adventure?
Um caso clássico de boas intenções que se depara com a dura realidade da reação da mídia social.
@_samanthajo_ MINHA VILLA BORA BORA TOUR @tarte cosmetics #borabora #tarte #trippinwithtarte #tartevillatour #boraboratarte #comédia ♬ original sound, samantha jo
Flying influencers out on private jets and showering them with gifts might sound like a marketing masterstroke, but when it leaves your average Joe feeling sidelined, you’ve got a problem.
The message that seemed to echo through the halls of social media was loud and clear: “If you’re not one of us, you’re out of luck.”
Não é exatamente o sentimento caloroso e acolhedor que você deseja que sua marca evoque.
A relacionalidade reina suprema
In my chats with influencer marketing managers, there’s a consensus: relatability is the new currency.
People are glued to their screens, yes, but they’re after stories that resonate, not unreachable fantasies.
The lesson from Tarte’s turbulence?
Seja realista.
That’s where the magic happens.
And here’s the kicker: virality isn’t always your friend.
Claro, isso faz com que as pessoas falem, mas o que elas estão dizendo?
In Tarte’s case, the chatter wasn’t exactly what they’d hoped for.
“Fui influenciada! A comprar qualquer marca, menos a Tarte,”, comentou um usuário do TikTok.
@tartecosmetics Manifestando nossa sereia interior na ilha da tarte 🧜♀️🏝️💜 #tarteborabora #trippinwithtarte #tarteisland #tartebrandtrip ♬ original sound, tarte cosmetics
It’s a tough pill to swallow, but all the mentions in the world don’t mean a thing if your audience feels alienated.
A mudança na dinâmica do influenciador
But wait, there’s a silver lining. 🤔
Amidst the storm, Tarte did something right: they included actual customers in the trip.
It’s a step in the right direction, but let’s be honest, it’s not enough.
The influencers might be creating on-brand content, but if it doesn’t resonate with your audience’s reality, you’re missing the mark.
Fast forward to 2024, and it’s clear that the influencer game is changing.
Customers aren’t just passive spectators; they’re creators in their own right.
Ignorando-os?
👉 That’s a recipe for backlash.
And let’s not forget influencer trips are designed to spark a bit of the green-eyed monster.
But when envy turns to resentment, you’ve got a whole new problem on your hands.
Minhas considerações finais
So, what’s the moral of the story?
It’s time for a rewrite.
The attention economy is tricky; views don’t always translate to sales.
And in the midst of all this, Tarte’s misstep serves as a cautionary tale.
It’s a stark reminder that the customer’s experience matters most.
Who wants to fund a fantasy they can’t be a part of?
O futuro do marketing de influência?
It’s all about celebrating the customer.
Mark my words; the brands that get this right are the ones who’ll lead the pack.
So, here’s to learning from Tarte’s tale and moving towards a marketing strategy that’s as inclusive as it is inspiring.
After all, isn’t it time we all got a piece of the pie?
