What is influencer Marketing?
What is influencer marketing?
Influencer marketing is the use of accounts across social media platforms as ‘media spaces’ to promote a product or service. These can be fan pages, personal accounts or publishers, and range in scale from 1,000 to 50m followers.
How does influencer marketing work?
Influencer marketing works as a middle-ground between advocacy and celebrity endorsement. Comparable to a friend telling you about a new pair of jeans they purchased, to a tv character wearing a new pair of jeans. Both are making you aware of the new product launch, but influencer marketing takes the authenticity and genuine advocacy of a friend and combines it with the reach and audience of a celebrity.
Why is influencer marketing successful?
Influencer marketing works as it features real people sharing authentic views with their followers and audience. Influencers are real people creating content behind the scenes, they have opinions on brands and love to discuss which ones are their favourites. As consumers, we look for opinion leaders and experts to guide our purchasing options, just as we have with celebrities and friends over the years.
Influencer marketing delivers higher ROI than any other marketing channel because it has the authenticity and trust of a real person’s opinion that channels such as an OOH billboard or TV ad do not. Consumers are more and more sceptical of celebrity endorsements and need this honest to help inform their purchasing decisions. Consumers know what they are getting before they purchase, and so are much more likely to trust online purchases and take a gamble on new products in the market, thanks to the opinions and reviews of influencers.
Influencer marketing as a long-term marketing strategy
Brands were originally putting small budgets into an ‘experimental’ one-off influencer marketing campaigns. Whilst these can be successful, we are increasingly seeing brands working with influencers on a long-term strategy basis; resigning influencers as advocates of the brand. These strategies are far more effective as brands continually infiltrate the conversation around a certain group of consumers and influencers, becoming a figurehead in the community and trusted provider of a product or service.
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