5 Things to Know About Influencer Marketing in a Post-Cookie World

5 Things to Know About Influencer Marketing in a Post-Cookie World

Neve Fear-Smith
Neve Fear-Smith

Privacy concerns are reshaping digital advertising as cookies, once vital for tracking and targeting, are being phased out on Chrome in 2024. While social targeting bypasses cookies, targeted ads rely on them and it’s going to be harder for marketers to connect internet users with their online behaviors. 

This shift, driven by regulations and privacy demands, challenges advertisers to rethink their strategies. In fact, Google has already introduced Tracking Protection to limit cross-site tracking by restricting website access to third-party cookies by default, a key milestone in its Privacy Sandbox initiative, but there are still further changes on the horizon…

With this in mind, brands must explore new approaches to maintain effective campaigns in the evolving digital landscape.

The data that will be impacted includes:

  • User preferences
  • Browsing patterns
  • Purchasing habits
  • Tailored experiences

This is where Influencer Marketing steps up to the pedestal. Influencer Marketing is ideal for brands to pivot away from third-party data toward first-party data as we wave goodbye to the cookie.

Here are 5 things you need to know about Influencer Marketing in a post-cookie world. 

1. Authentic connection

Rather than depending solely on impersonal data gathering, Influencer Marketing flourishes by building authentic relationships between brands and consumers. Influencers wield influence over their committed followers, providing brands with a route to establish credibility within loyal communities. 

Influencers typically have followers who value their insights and endorsements as if they are a friend. Unlike conventional cookie-based advertising, Influencer Marketing excels because it promotes genuine recommendations and personal connections, allowing for increased consumer engagement and trust.

2. OOH integration 

Your brand will see success when integrating influencer content into Out-Of-Home (OOH) activations, making them more impactful and engaging. 

Studies have shown that OOH excels in complementing and amplifying online media. Consumers who are exposed to OOH advertising are:

  • 63% more likely to take an online brand action (web visit, search, download app, etc.).
  • 53% more likely to search for a brand online.
  • 56% more likely to make an online purchase.

With the decline of third-party cookies, marketers are increasingly redirecting their investments toward OOH advertising. Leveraging ad tech, OOH can substitute some cookie-based advertising strategies. 

In addition, integrating influencers into OOH advertising campaigns can further enhance their effectiveness. By leveraging influencers to promote OOH campaigns on their social media platforms or through sponsored content, brands can extend their reach and engage with target audiences in both physical and digital spaces simultaneously.

3. Reaching niche audiences

Influencers can connect with specialized niche audiences, tailoring their content to resonate with the unique interests, demographics, and behaviors of their followers. This personalized approach is often more impactful than traditional cookie-based advertising methods, which rely on tracking users' online activities across various websites. 

By targeting niche and engaged communities and prioritizing building genuine connections, influencers can deliver messages that resonate deeply with their audiences, resulting in greater engagement and brand loyalty.

4. Mind the metrics

The great thing about Influencer Marketing is that it doesn't have to rely on tracking cookies to target and measure effectiveness. Instead, brands can evaluate the success of influencer campaigns through metrics such as engagement, reach, and sales impact, which can provide valuable insights without compromising user privacy – no third-party cookies necessary!

These are key the metrics to focus on:

  • Return on Investment (ROI): Measure the revenue generated eg. sales uplift, and view-to-cart ratio relative to the campaign cost. You can also analyze sales data and desired actions using unique promo codes and first-party data collection methods.
  • Engagement rate: The quality and effectiveness of influencer content can be assessed through likes, comments, and shares. Taking the time to review comments on influencer content and shaping future campaigns based on consumer feedback will position your brand as a front-runner. 
  • Follower growth and retention: Similar to tracking engagement rate, be aware of influencers' ability to attract and retain followers for long-term campaign success. Successful influencer content may also lead to an uptick in followers on your brand's social channels, but the ones that stay are the ones to nourish. 
  • Mentions and banded content performance: Tracking the frequency of mentions and monitoring the organic conversation that is sparked following branded content going live will help you to understand the influencer's impact on brand visibility and awareness. This is particularly valuable if your goal is to boost brand exposure.
5. Creativity and community 

One of the primary reasons brands choose to collaborate with influencers is their knack for creating compelling content that resonates deeply with their followers. This content often pushes creative boundaries in a manner that traditional marketing methods like emails or leaflets simply can't match.

Collaborating with influencers allows brands to harness their creativity and storytelling powers, crafting authentic and compelling brand narratives. Brands can capitalize on these communities to develop meaningful relationships with consumers to go beyond the limitations of cookie tracking and rely instead on genuine trust in the influencer's recommendations.

Overall, Influencer Marketing provides brands with an effective way to reach and engage consumers in a post-cookie world while respecting their privacy and preferences. By leveraging the authenticity, targeted reach, and creative content of influencers, brands can build stronger connections with their target audience and drive business results without relying on tracking cookies.

If you want to chat more about the ways Influencer Marketing can benefit your business in a post-cookie world, send us an email at hello@digitalvoices.com

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