Definition
Influencer marketing is a marketing strategy that uses influencers to promote products or services to their followers. In simple words, influencer marketing is when an Instagrammer , Youtuber , Blogger , or a celebrity on social media talks about a company or its product.
This type of promotion, with the help of opinion leaders, is one of the main tools of Internet marketing. For some companies, influencer marketing works better than Social Media Marketing (SMM), email marketing, and even contextual advertising targeted by other channels.
Evolution and Scope in the Current Market
This strategy has been gaining popularity in recent years, due to the rise of social media and the increasing importance of user-generated content. But this is not a new trend. In fact, the beginnings of influencer marketing date back to the 1950s, when companies began hiring celebrities to promote their products. However, it was in the 2000s, with the rise of social media, that this strategy had its big boom.
In the beginning, influencer marketing focused on influencers with large audiences. However, over time, businesses have begun to recognize the value of influencers with smaller, but more engaged audiences. Today, influencer marketing is an established marketing strategy used all over the world.
The reach of influencer marketing in today’s market is considerable, and is due to several factors, including:
The growing popularity of social media has given influencers a platform to reach a large audience.
The trust that consumers place in influencers, who are perceived as normal people who share their experiences with products and services.
The ability of influencers to create relevant and engaging content for their followers.
Influencer marketing is constantly evolving, and the following trends are expected to continue to shape the landscape of this strategy in the coming years.
The importance of influencer marketing
The main goal, of course, is to increase sales, but that’s not the only thing influencer marketing can do for you. There are more benefits that influencer marketing can bring to a brand.
Humans have an innate need to be accepted by society. Social proof is a psychological phenomenon where people act on the actions of others, assuming they are correct. Just as you trust the opinion of the public when choosing a product, followers trust the opinion of influencers.
Influencer marketing allows you to advertise to your potential customers on the platform they use every day. Thanks to bloggers, you can introduce your product to a specific target audience with an enthusiastic recommendation from an influencer.
The benefits of using Influencer Marketing correctly
Impact on Brand Recognition
Social media users see other users’ posts more often than other content. These posts receive more views and reactions in their feeds, so the impact on brand recognition is significant. Collaborations with influencers allow a brand to present itself in an authentic and engaging way to its target audience. And this constant exposure contributes to building a strong and memorable brand identity.
Building Trust and Credibility
Influencers are users who are trusted spam phone number data by their audience. They have gathered people with similar interests around them – subscribers who are united, for example, by profession, lifestyle, hobbies, etc. If an influencer talks about a product, their words are trusted more than the company's advertising.
Increase in Conversion and Sales
There are a number of ways that influencer marketing can increase conversion and sales. When an influencer talks about a product or service, they can reach a large audience of people who are already interested in the topic. This can help businesses increase brand awareness and reach new potential customers.
But it can also help build trust and credibility. Consumers tend to be more confident in recommendations from people they know and trust. When an influencer talks about a product or service, it can help businesses build trust and credibility with consumers. This can lead to a higher likelihood of consumers making a purchase.
Effective Strategies in Influencer Marketing
Identifying and Selecting the Right Influencers
Once you have decided on the platform and drawn up the terms of reference, you can start looking for influencers. First, you need to understand what level of influencer you want to work with.
There are various levels of influence, from those with millions of subscribers, to small influencers with audiences of 1,000 to 10,000 subscribers. Although at first glance, it really seems that the higher the level, the greater the potential for success, surprisingly this is not always the case.
While those with the largest number of followers certainly have great reach and engagement, they don't always have the greatest impact. Because less influential people are able to form a stronger connection with their audience, they may have higher levels of engagement.
Creating Engaging and Authentic Content
Creating engaging and authentic content is the next step in influencer marketing. And here are some key points to keep in mind:
Before creating content, it is essential to understand the audience you are targeting. Know their interests, needs and preferences in order to effectively tailor content to capture their attention.
Authenticity is achieved by partnering with influencers whose style and values align with a brand's.
Create engaging content, where high-quality images and videos are essential to capture attention and reinforce positive brand perception.
Encourage transparency in influencer collaborations. Followers value authenticity, so it’s important that partnerships and recommendations are genuine.
Engage your audience by encouraging participation. Questions, polls, and calls to action can generate interaction and build a community around your brand.
Masters in the area of Marketing & Digital, such as the Master in Digital Marketing and e-commerce or the Master in Customer Experience Innovation, delve into all these concepts necessary to create effective content strategies in the field of influencer marketing.
Measuring Return on Investment (ROI)
Influencer marketing is a marketing strategy that can be very effective in increasing brand awareness, building trust and credibility, and increasing sales. However, it is important to measure the impact of influencer marketing campaigns to understand their effectiveness.
It is important to choose the right metrics to measure the impact of influencer marketing based on the company's specific objectives.
Setting clear goals before launching your campaign.
Tracking metrics throughout the campaign.
Comparing the results of influencer marketing campaigns to the results of your traditional marketing campaigns.
At first glance, ROI in influencer marketing seems a bit murky. It's hard to specifically calculate how many sales or engagements an influencer's posts will generate. But you can analyze ROI using these metrics: