What is influencer marketing and why is it becoming such a popular option for companies to reach their target audiences? Allow us to break it down for you.
Who: All companies, large or small, have been gradually adapting to influencer marketing as social media has become one of the most important aspects of millennials’ lives. Influencers come in all shapes and sizes, meaning that there are professionals who are interested and invested in all kinds of niche topics. This is great for brands as it provides a direct route to reach their target audiences. No matter what your company produces, whether it is Japanese crane origami paper or cold brew coffee, you will be able to find influencers in your field with a wide following of loyal fans who are also interested in the same topic. Make sure that you correctly identify your target audience and niche before deep-diving into the ocean of influencers to find that group that best fits your brand. For the different followings of influencers, check out this handy guide that breaks down the most effective micro-influencers.
What: Picture this: You watch an ad on tv in between your shows. It’s your typical boring ad with poor visuals and a man who speaks way too fast for anyone to understand. Do you even – for a split second – think about buying that product? Probably not. Now picture this: You’re talking to your friends about your morning run and they tell you about their new favorite running shoes. Now, you’re sold. You are definitely more likely to listen to your friends because you trust them more and believe that their product reviews are honest. Now that we can all agree that word-of-mouth marketing is way more effective than traditional advertising, it makes sense that influencer marketing is a great way to reach consumers as they have a unique and loyal following. Although many influencers you follow may not be your close friends, your constant following of their lives and personal information allows your mind to trust them and see them as more than just another stranger.
Where: There are countless social media platforms nowadays and influencers are everywhere to be found. Instagram, Twitter, Snapchat, YouTube are a few of the most popular platforms. Most of these platforms that influencers frequently utilize are free, meaning that it is very much possible to run a cost-effective and successful campaign.
Why: As mentioned previously, influencer marketing is extremely effective because of its loyal followers. Reviews and testimonials are more often believed to be trustworthy and candid when they are given from a source you are devoted and often review. In addition, social media metrics allow for an easy measurement of return on investment. With each post or testimonial, you can easily track the additional website clicks and purchases made, allowing for your product to be marketed in the best ways possible. Also, with the increasing use of online shopping, social media platforms are streamlining their links and clicks so that consumers can more easily turn their interests into actions.
How: Start small. Understand that the most important aspect of influencer marketing is selecting the right pool of influencers that are in your product’s niche. Influencers with millions of followers will not necessarily benefit your product if it does not fit your target audience and consumer attributes. Influencer marketing does not have to be expensive as product exchanges often lead to honest reviews that are more effective than sponsored content.
