In today’s digital era, where authenticity and personal connections hold immense value, influencer marketing has emerged as a crucial strategy for brands aiming to engage meaningfully with their target audiences. The shift towards genuine, relatable content has been so influential that Merriam-Webster designated “authentic” as its Word of the Year for 2023. This trend is expected to continue shaping the digital landscape in the current year, underscoring the significance of authenticity in marketing strategies.
In response to this trend, NYMA, the talent management division of KROMA Entertainment, has fully embraced influencer marketing as a cornerstone offering. They recognize the power of influencers in facilitating deep connections between brands and their audiences, fostering impactful partnerships that convey compelling narratives.
“At NYMA, our dedication lies in propelling our clients towards success with innovative influencer marketing strategies. We firmly believe that the cornerstone of future marketing rests upon forging genuine, impactful connections, and we stand ready to assist businesses in cultivating those bonds,” expressed Kat Bautista, General Manager of NYMA.
NYMA embarked on its journey as a talent management agency, guided by a vision to nurture emerging talents in the digital realm. Today, recognizing the evolving needs of brands, they have seized the opportunity to broaden their services, establishing a distinct influencer management division alongside talent management. NYMA’s roster of influencers encompasses diverse niches and voices, including basketball player CJ Cansino, beauty and music content creator Janina Vela, and viral food vlogger Jujumao. This expansion underscores NYMA’s enduring commitment to innovation and their fervent dedication to influencer marketing.
Leveraging the clout of influencers for brand triumph In the Philippines, influencers wield considerable influence, given the nation’s status as one of the world’s most socially interconnected countries. According to a 2023 Rakuten Insight survey, around 86% of Filipino social media users follow at least one influencer—a figure significantly surpassing the global average of 22.6%.
“Brands have the opportunity to leverage this influence for unprecedented growth,” emphasizes Rouella Chan, Head of NYMA’s Influencer Management arm. “Through strategic collaborations with influencers, brands can establish connections with consumers, earn their trust, and tap into diverse creative perspectives. This approach is particularly crucial for staying relevant among millennials and Gen Z, who predominantly seek information and recommendations through social media.”
Recognizing the individual needs of each client, NYMA prioritizes a comprehensive understanding of their goals, target demographics, and overall marketing objectives at the onset of every campaign. “When clients approach us, we assist them in clarifying their overarching vision and setting clear, achievable objectives,” explains Chan, boasting nearly a decade of experience in the entertainment industry.
To ensure relevance, NYMA conducts thorough analyses of their clients’ target audiences, encompassing demographics, interests, and preferences. “We carefully select influencers whose fan base closely aligns with the target audience. Our approach involves maintaining a balanced mix of micro and macro influencers, as well as celebrities, to achieve a spectrum of reach from niche to broad,” Chan elaborates.
One of NYMA’s standout campaigns occurred in 2023 with a prominent international entertainment brand. “We devised a strategy for the premiere of one of their flagship programs, leveraging an ecosystem of influencers to engage a niche audience interested in adventure, fantasy, and science fiction,” recalls Chan. “By harnessing their collective influence and promoting cross-content, we substantially expanded the campaign’s reach and impressions, enhancing the brand’s visibility nationwide.”
In addition to providing impactful influencers, NYMA employs proprietary tools to monitor crucial metrics across all campaigns and platforms, ensuring business success and offering invaluable insights for future strategy optimization.
Building trust and ensuring authenticity
As the influencer marketing landscape continues to evolve, maintaining trust among influencers, brands, and their target audience has become increasingly crucial. The surge of short-form videos on platforms such as TikTok and Instagram, coupled with a growing demand for authenticity, has reshaped the industry. “Audiences now value authenticity more than ever, gravitating towards genuine content over meticulously staged productions,” observes Chan.
NYMA adopts a strategic approach to aligning brands with influencers whose values resonate with theirs, ensuring that endorsements feel authentic and connect with audiences.
However, authenticity doesn’t end there. Chan emphasizes NYMA’s belief in creative freedom. The company encourages brands to grant influencers the liberty to showcase their products or services in a manner that reflects their unique style. Overly scripted or rigid content can often appear contrived, undermining the influencer’s credibility and tarnishing the brand’s reputation. By empowering influencers to create content that authentically represents their voice, NYMA ensures a more genuine and impactful influencer marketing strategy.
The future of influencer marketing
While NYMA has adeptly navigated current industry trends and shifts, their gaze remains fixed on the future. They foresee an increasing dependence on data-driven strategies and the cultivation of long-term partnerships between brands and influencers in 2024. As AI is poised to assume a more prominent role in content creation, NYMA remains steadfast in their commitment to preserving content authenticity.
Under Bautista’s forward-thinking guidance, NYMA is strategizing to expand its team and influencer network to meet the escalating demand. “Our primary objective is to serve as a catalyst, bridging the divide in discoverability and nurturing mutually advantageous relationships within our vibrant ecosystem.”
With a comprehensive grasp of both traditional and digital platforms, NYMA is revolutionizing the marketing landscape by placing authentic, substantive connections at its core. By bridging the gap between brands and influencers, they’re not just facilitating collaborations; they’re actively shaping the future of marketing—one genuine connection at a time.
For further details about NYMA and its influencer marketing offerings, please visit www.nyma.ph.
