27 April, 2021 by Emma Cranston. From VinePair.

Most people understand that when an influencer recommends a product to their fans, the content is considered “influencer marketing.” But what many don’t realize is that these deals are rarely made directly between the actual influencer and the brand.

The process is the following: he brand will contact an agency, which is then responsible for identifying a collection of influencers, brainstorming content, and promoting targeted ads from an influencer’s account.

For alcohol brands, , any sponsored post promoting an alcohol brand must broadcast to an audience where roughly 72 percent of viewers are of legal drinking age. From there, the content has to appear natural, which has led to an influx of micro-influencers “authentically” discussing their favorite beer or tequila to an audience of just a few thousand.

The influencer marketplace 

Erin Ledbetter, senior vice president at the influencer marketing agency Carusele, explains that “one of the benefits of working with those influencers is you can get [work] done very, very cheaply and you can get content out very quickly because they’re just churn and burn. You end up working with influencers who aren’t actually influencing anybody.”

Picking the right platform 

Today, the majority of boozy influencer marketing campaigns are taking place on Instagram. There, companies can easily access a breakdown of any user’s audience — unlike on TikTok, where only influencers registered in the “creator marketplace” will come with comparable audience breakdowns. However, brands will often “use TikTokers as a source of cool content, and then distribute it across other social media where they have more say in the compliance.”

Going viral vs. going local 

IMF’s Bartoli affirms that: ““When it comes to alcohol, there are two angles that brands usually like to take; one is to go niche — they want us to hire people who really understand about the alcohol, mixologists, bartenders, people who have an account that really know their stuff, right? Whereas other brands want to go broad.”

Broad means choosing an influencer with a large enough following to make a campaign go viral — is that making a splash means reaching users who may not be of age. This means it’s up to the brand to create an innocuous campaign that can be shared across demographics.ow, promotion across these channels is something to contract out to a professional agency, and has become a meaningful and effective way to reach millions.

As campaigns and the apparatuses behind them become more sophisticated, it’ll only be a matter of time before every hype beer, color-changing gin, and low-calorie wine makes its way to TikTok — if not your personal news feed. 

To read the full article click on the following link: https://vinepair.com/articles/beverage-alcohol-influencer-marketing/.


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