Influencer marketing is a new wave in digital commerce that is not likely to disappear. The benefits of influencer marketing come from the powers of social media, which have enabled “regular people” to find public influence through the channels of their choice. Whether it be YouTube, Instagram, Twitter, Facebook, or Snapchat, it’s a phenomenon where a person with zero professional experience can become an “influencer” on the internet, just by being a captivating personality with some knowledge on a subject, and a ton of likes and shares.
Companies have taken a cue from those who have become “Insta-famous” by the powers of social media that be, i.e….the general public. Brands are tapping into the hundreds of thousands, or sometimes, millions of followers, that these influencers have acquired. Companies can either pay influencers to promote products and services, or simply send the influencer free products in exchange for some photo or video exposure on the influencer’s platform of choice. It’s an evolving practice, and will proliferate in the next few years.
Here are five benefits of incorporating influencer marketing in your content strategy:
81 percent of marketers who have used influencer marketing judged it to be effective. – emarketer.com
The millennial buyer has much less loyalty than say…the Boomer generation. Brands, while still relevant, have to work harder, not only to gain new customers, but also to keep them. Word of mouth has always been an effective means of advertising, and influencer marketing has changed the game.
8 in 10 of the most influential people for teen audiences are YouTube stars. That number keeps growing every year, pushing traditional celebrities further down the list. – variety.com
The next generation of buyers prefer a more authentic point of view, which means they trust the opinions of people they can relate to, more so than a rich celebrity who is somewhat untouchable, and un-relatable.
74 percent of consumers use social media to make purchase decisions. – sproutsocial.com
In e-commerce, reviews are essential. The dynamic of online buying creates a scenario in which the customer is separated physically from the product, thereby creating the need for online reviews so that hesitant buyers can make better informed decisions. Social media provides the unique avenue for this to happen.
92 percent of people trust recommendations from individuals (even if they don’t know them) over brands. – trackmaven.com
The truth is, there are plenty of reasons for a person to post a negative review. The motivations are endless. But a positive review, or a recommendation, generally comes from a person who has taken time out of their day to show appreciation to a company for a positive experience with the product, service, or company in general. So when the average individual reads a positive review, we will take them a little bit more seriously than a negative review, even if we don’t know that particular individual.
59 percent of marketers will increase influencer marketing budgets in 2016. Make sure you pick the right influencers for your brand. They’ll be in bigger demand. – socialmediatoday.com
Influencer marketing may not be appropriate for every brand, but if it is, it’s important to choose influencer’s who appear to align with your brand’s image, and who will speak to your brand’s audience. The reach of millions of followers can be a powerful selling tool, but only if you’re tapping into the right market. But the return for all that exposure are worth the investment in time.