Influencer Marketing is a type of marketing that focuses on using key leaders to drive your brand’s message to the larger market. Rather than marketing directly to a large group of consumers, you instead inspire/hire/pay influencers to get out the word for you. It goes hand-in-hand with social media marketing and content marketing. Many influencer campaign have some sort of social media component, it carry a content element in which either you create content for the influencers or they create the content themselves.
Why Influencer Marketing Important ?
With demand on the rise, the influencer economy is shifting toward more streamlined solutions, embracing tools like influencer networks, match-making platform services and even programmatic to help brand top influencers more easily. Consumers now control the buyer’s journey and they are getting harder to reach with digital advertising and 56% of paid for digital ad impression are never seen. Conventional digital marketing no longer works . A huge 66% of customers are overwhelmed by two many online marketing messages, and 20% of consumers would boycott a brand because of excessive ads. Marketers should care about influencer content because it provides the perfect cure for “ad fatigue” and unlike traditional ad campaigns, delivers authenticity.
Instead of diminishing returns for digital advertising, brand social and content marketing, the influencer marketing goes past reach and click to continuous engagement and conversations that drive commerce, giving you metrics that matters and align with your business goals, such as :
- Attracting new customers
- Increasing repeat purchases
- Driving customer loyalty
Consumers want authentic voices, not faceless sales executive who use the same old tricks. Content creators have the power to drive business growth and deliver authenticity that engage with audience. People gravitate towards digital influencers because they value the content that they create. Developing strategic relationships with these influencers allows brands to incorporate their messaging into the content, and share it with consumers through a trusted source.
To make most of this opportunity, brand must allow influencers the ability to stay true to themselves when working on sponsored content. Insincere or irrelevant content will rapidly erode on an influencer’s power by reducing their follower’s trust in them. If brands wants to be relevant to consumers, they must approach media as a way to attract, engage and convert prospects. That means meeting consumers with content they care about and trust working with influencers is an effective way to fuel a conversation about a brand using trustworthy content.Since influencer marketing results in earned media. Influencers are experts at generating discussion online, so the content they create on behalf of a brand is talked about, shared and reposted. That is earned media. The value of earned media is that it is trusted more by consumers. When influencers write about their own experiences and share compelling content about their own experience and share compelling content about a brand, it can have a dramatic effect on their audience. Customer look for information through search engines, and they read product reviews. therefore, it makes sense for brands to partner with social media influencer. They have the ability to share product and brand information that shapes purchase decisions.
People are already talking online, be part of the conversation. Social media has changed the way brands interact with consumers by fostering an environment where consumers have immediate access to information.
Successful brands leverage social media to stay connected with consumers by actively participating in this online dialogue. However, advertising is not the same as being part of the conversation. Instead, ads distract from it, pulling people’s focus away from what’s important to them. Working with influencer allows brands to add to the conversation rather than derailing it.