Influencer Marketing: What’s With All the Hype?
by Tina Anderson Tech Junkie MarketerSocial media has garnered attention
from brands all over the world as a new tool of advertising. Brands are turning
to social media to market their products and services, that allows them to
increase their brand awareness with little investment. By becoming an ultimate
marketing tool for brands, social media packs a ton of benefits. Social media
platforms have now switched from just being sites where people socialize with
their acquaintances, to becoming one of the most cost-effective marketing
resources.
Allow us to spruce things up a bit.
Did you know? Around 96% of marketers engage in
social media marketing. However, 85% of these marketers end up using
the wrong tools, which inevitably leads to failure. For brands, it is crucial
to know which strategy will help them reap the most benefits through social
media marketing. Have you ever heard of influencer marketing? It’s a marketing tactic
that further enhances the norms of social and digital marketing. Influencer
marketing combines the use of social media with celebrity endorsement and
provides brands an opportunity to ‘influence’ their potential customer’s buying
behavior. Therefore, convincing consumers to buy a product via influencers
falls under the category of ‘subconscious marketing’.
Influencer marketing was
underestimated, until 2017. As it grew more and more, marketers began spending
on it heftily. Instagram, relative to other platforms, is the most used
platform for influencer marketing. In 2018, sponsored posts were
posted 3.7 million times on Instagram, while in 2019, the volume of these posts
is estimated to reach 4.95 million. Brands opt for influencers because
they humanize their presence, and allow them to communicate their message to consumers
effectively. Unlike, traditional marketing, influencer marketing is a bit less
direct. However, if advertisers pull it off well, there is no better way to
connect with consumers than leveraging its potential.
What exactly is influencer
marketing?
Influencer marketing, just as the name
suggests, allows brands to ‘influence’ consumers to purchase a certain product
or service. Let’s understand this with a quick example: when Motorola decided
to launch the new Moto Mods , the brand decided to tap their target audience compellingly. Moto
Mods’ target audience was young adults. Upon finding out its target audience
spent most of their time using YouTube, the brand got around 13 influencers in
the loop.
All the influencers were famous
YouTubers. Collaborating with them allowed Motorola to develop an awareness
drive that focused on marketing Moto Mods to its designated target audience.
Each influencer came up with one video where Moto Mods’ unique uses were
featured. All the videos created by the influencers managed to bag a whopping
11.6 million views on YouTube and 38.1 million impressions. On the other hand,
MotoMods’ website got 122,000 clicks, out of which 80,000 were from
new-visitors. Saw how the ‘influencing’ mechanism worked?
Influencer marketing is the perfect
strategy through which brands can get their message across to a wider
consumer base. Not only that, it has many other benefits and few of them are
listed below.
1.
Enhances brand awareness
Brands strive for ‘reach’ and better ‘positioning’.
Influencers can help brands expand their reach and enhance their presence among
potential customers online. Plus, seeing their favorite influencers discussing
a brand along with its features, consumers are driven to buy that brand so they
can experience all the features for themselves.
2.
Makes Reaching the Target
Audience, effortless
Brands spend heftily over
advertising that allows them to reach the right target audience
effectively. When brands designate influencers to market their content, it
becomes effortless for them to reach their target audience in record time. [IU2]
3.
Enhances your brand’s content
strategy
Keeping up with
content is what keeps brands, content.
Not trying to sound typically
profound, but straightforward. For a brand, ‘content’ is everything.
Content strategy is something that receives a pretty substantial investment
from brands all over the world. With influencer marketing at hand, strategizing
content and ensuring there’s always enough of it, becomes easy. If brands are
running behind on their content-posting schedules, with influencers they can
overcome the dilemma.
4.
Increases Conversions
With influencers, brands increase
their visibility and it paves way for increased conversions to happen. Whether
your brand is mentioned by the influencers in an image, blog or video; one
thing is guaranteed, your page or website will ultimately experience an
increase in traffic. Thus, you can turn your visitors into customers just like
that!
The Final Word
Influencer marketing is something that
keeps both the sides – the brand and the influencer – very satisfied. Startups
and renowned brands are adapting to this new marketing tool, for it allows them
to create better brand awareness. So, if you’re planning to embark on an
entrepreneurial journey yourself, get a high-speed internet connection
along with a few reliable influencers to help you reach out to your target audience
and a whole lot of creativity. Because, what’s better than embracing the new
trends, right?
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Created on Nov 28th 2019 04:34. Viewed 832 times.