What You Should Know About Influencer Marketing

Influencer marketing has exploded in popularity over the past few years, with this primarily being driven by the large results that advertising professionals have seen with the strategy. While the method couldn’t be described as new, few people inside and outside the marketing profession know what’s involved in it.

This has led to many people asking, “What is influencer marketing?” and a variety of other questions. Though many people may believe that this is quite a complicated question to answer, this doesn’t have to be the case. In contrast, the advertising strategy is much simpler than many people might assume, although it does take quite a significant amount of research and knowledge to capitalize on.

Typically, it is the use of social influencers to spread a company’s branding or product messaging to a broader audience than it usually sees. As many people would assume, this takes place in the digital sphere with the majority of marketing taking place on social media platforms such as Facebook, Instagram, and Twitter, among others.

As a result, instead of marketing professionals targeting a wide audience, they instead look for influencers who will be able to spread the company’s message and promote its products and services to their followers.

Using various social media analytics tools, professionals are able to identify micro and macro influencers to help them boost their message. Targeting the appropriate influencers is key to a having a good ROI on a marketing campaign.

While many people may assume that this can be a shortcut to success, it may not be the case. This is primarily because influencer marketing will need quite a significant amount of research to identify the right social influencers for a particular brand, as well as a few other notable factors.

What Is An Influencer?

While the majority of social media influencers will have quite a large online presence, this isn’t the case with many of them. As a result, the belief that every influencer has a broad audience (and that everybody with a large audience is an influencer) can be a common misconception.

In contrast, an influencer is typically somebody who can change somebody’s opinion or behavior online. This is the primary reason why the strategy has been successful in the past, as it encourages an audience to act on what an influencer asks them to do. In the majority of cases, this will be to purchase a specific product or follow a particular brand on social media.

Typically, a high-quality social media influencer will have a few traits that brands will want to take advantage of. Some of the more notable of these include:

  • Salesmanship: This will be vital for many campaigns as it allows an influencer to sell your product to their audience.
  • Reach: This is the ability to market your product or service to a large number of people.
  • Credibility: This is the level of trust and respect that an influencer will have in a particular sphere.

By focusing on these traits, brands could be able to determine who the best social media influencers are for their brand.

Why Is Influencer Marketing Effective?

One of the core reasons why influencer marketing has grown in popularity over the past few years is because it has shown quite a significant amount of results for brands. As a result, the vast majority of them see a substantial increase in brand awareness, which typically results in an uptick in sales.

However, many people may wonder why this is the case and how this is done. The primary reason behind this is that influencer marketing helps to create trust between a company and the audience it looks to target. This is driven by the faith that many people on social media will have for the influencers that they follow.

As a result, this can make it quite similar to word of mouth marketing, which usually involves people giving their friends and family recommendations. The majority of people will trust these recommendations and will be more likely to buy from a specific company.

This trust-building also extends to influencer marketing, where social media followers see the recommendation of an influencer as something they can trust. As a result, the majority of firms will be able to capitalize on the trust that a person has developed on the platform.

Alongside this, the majority of influencers will have quite a large social media following, which typically means that a brand will be able to capitalize on a much broader audience than they might already have at their disposal.

By utilizing both of these aspects of the strategy, a company should be able to maximize the return on investment that they’ll see with their marketing campaigns.