Major Trends in Sponsorship Activation
Early 2016, IEG, the leader in sponsorship insights, identified the major sponsorships trends to watch out for as well as the platforms most likely to play a major role in sponsorship activation.
Technology and content, live experiences and social influencers were identified as game changers. They also happen to be at the center of Made in’s activities.
Looking at last year’s best practices in sponsorship activations, there is a shortfall of influencer participation. The opportunity to leverage sponsorships with influencer is immense and unfortunately, underused.
Instagram and Sponsorships
In late 2016, IEG identified Instagram as the leading social platform to activate sponsorships. Instagram is a unique way to connect visually with consumers and thus reinforce the link by association, which is what sponsorship activation strives for with significant efforts.
Here are the key instructions IEG identified when using Instagram as a sponsorship activation platform. You won’t be surprised!
Stay away from stock photos
Use hashtags to drive engagement
Don’t cross use content
I’d obviously like to come back on the last point. Many companies are not equipped to effectively manage their social media platforms and communities and mostly, they just don’t have the following and power of recommendation that influencers do. Partnering with influencers to activate your sponsorship on Instagram resolves all the key elements as authenticity, creativity, engagement and unique and quality content are the core business of Instagram influencers.
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