3 Reasons Why You Need to Internalize Influencer Marketing

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It's undeniable. 9 out of 10 marketing professionals consider influencer marketing to be effective, this lever has become one of the most strategic pillars of marketing and brand communication. Having understood its contours, many professionals are moving up a gear and choosing to carry it out in-house. But what does this really mean? What are the advantages of developing your expertise in Influence within the company? Find out in this article.


What does it mean to internalize influencer marketing?
Aware of the benefits and performance of Influencer Marketing , brands have long sought qualified experts to manage their campaigns from A to Z. From identifying the most relevant profiles to measuring the results of their Influencer projects, marketing professionals have particularly opted for collaborations with influencer agencies to ensure optimization, mastery of the codes and customs of the sector and therefore the success of a KOL Marketing campaign. Today, the codes have changed, as has the maturity of brands in this strategic lever.

In order to increase their sales (remember that 8 out of 10 consumers have already bought something following a recommendation from an influencer, according to a study by Rakuten Marketing ), they need to be able to use their influence to gain visibility and notoriety and to ride on the power of this powerful channel that Influencer Marketing has become, the budgets of professionals continue to increase considerably every year, as do the stakes and positioning of the brands that dedicate themselves to it. It must be said that influencer marketing extends far beyond marketing and communication in all types of organizations and in all sectors of activity. Sales, human resources or even finance departments are now just as concerned and are users of KOL Marketing to achieve their strategic objectives.

But what does it mean to “insource influencer marketing”? Wanting to control every aspect vp facility manager email database of their campaigns, without intermediaries, the most mature brands have decided to manage their Influencer projects themselves. In fact, 77% of them internalise influencer marketing, compared to 23% who use agencies in 2020, according to Influencer Marketing Hub . A way of doing things 100% in-house, which has been widely democratised thanks to the numerous technological solutions for Influencer Marketing, such as Kolsquare.

Organizations are now creating dedicated influencer marketing departments and accelerating this transition by increasing the number of dedicated and expert employees in the company. New strategic functions are also emerging within companies, reinforcing the assertion of Influencer Marketing as a domain in its own right, transversal and sustainable across the different functions of the company.

And this dynamic does not stop there. From now on, specialized diplomas in Influencer Marketing are being created in higher education institutions or even directly on specialized platforms thanks to certification courses.

Just as the Community Manager has been imposed on all teams over the years to create and animate the digital communities of brands, the Director of Influence Marketing (or CIO (Chief Influence Officer)) will naturally take on the role of designing, managing and analyzing the performance of Influence Marketing campaigns. The train of increasing Influence Marketing expertise within companies is definitely on the move.