In the past few years influencer marketing has become a regular strategy piece in a brand’s marketing repertoire, but that doesn’t mean that it’s not evolving, and growing.
A few years ago the reasons to believe in the power of influencer marketing were simple: Boost brand awareness, and find new brand ambassadors to use in your advertising campaigns. There just wasn’t much of a distinction between influencers and celebrities.
Now, with the advancement of social listening, and marketing-friendly social network features, we can see that influencer marketing is making an impact in several new ways.
In this article, we’re going to discuss some of the biggest reasons to believe in the power of influencer marketing. We’ll also explain a little bit about how influencer marketing is changing to better reach target ROI goals.
Traditionally brands will use an internal team to create assets for a campaign, and maybe use a celebrity to boost the visibility of the campaign, but there was always something missing from this tactic. People started to distrust the messaging; They recognized an ad and stopped listening to its message. Consumers were fed up with impersonal advertising.
Bloggers and social media power users build an audience by publishing authentic, thought-provoking, and visually appealing content. Their audience, made up of everyday consumers, enjoy consuming this content because they can replicate the ideas in their own lives.
Most influencers are not celebrities who can attract global attention, but they do specialize in topics, which attract a likeminded, targeted audience.
There is a level of trust between the influencer, and the consumer, that rarely exists between a brand and its shopper. Unlike ads, which are paid for by big (and often impersonal) businesses, sponsored influencer content is published by someone who is relatable – a real person.
In a recent study conducted by Twitter, it was revealed that influencers rival friends in building consumer trust, which is having a direct impact on sales.
Social media is a great way to get exposure for your brand and your products but turning an impression into a sale is one of the toughest problems facing digital marketers today.