INSIGHTS | June 12, 2023

Influencer Marketing Overview in 5 Easy Steps

As the digital transformation of the marketing industry continues to work its magic, the trend of influencer marketing has become extremely popular.

Everywhere you look online you’ll see ads popping up left and right. However, the digital transformation has led to a new kind of advertising in the digital landscape, influencer marketing.

Influencer marketing jobs are all the rage right now. People my age and younger are changing their career path to become famous on social media platforms. Influencers are the new idols the youth are looking up to.

The rise and power of social media has created an expanding market for advertising opportunities. Digital marketers are using the power these social media stars have over their followers to communicate with their target audience. Influencers have the ability to persuade their audience to do what they say because they want to be just like them.

The impact influencer marketing has had on the digital marketing industry is enormous and doesn’t seem to be slowing down anytime soon. Whether it’s b2c or b2b influencer marketing, it’ll have a positive impact on your business.

The Evolution of Influencer Marketing

Influencer marketing can be traced back to the early days of celebrity endorsements. However, with social media becoming super popular, celebrities aren’t the only ones being able to endorse brands. The new age celebrities are social media influencers. They amass enormous followings on their social pages because of whatever niche thing they do.

Some influencers become famous doing things like prank videos, trick shots, or showcasing different beauty techniques. It’s crazy to think how much of our identity gets carved out by these celebrities without us even knowing it. Heck, we even wear their own apparel. Creators like Jake Paul and Dude Perfect are just a couple examples of popular influencers.

Platforms like Instagram, TikTok, and YouTube have been instrumental in allowing influencer marketing to rise in popularity. Influencers are able to share content 24/7 which gives brands the ability to reach their audience at any moment. The digital world is a great new avenue for digital marketers to pursue.

TikTok influencers are the newest addition to this avenue of marketing and are quickly becoming the most popular. Instagram and YouTube influencer marketing were the original leaders, but TikTok has taken over as the main social marketing platform.

Why Choose Influencer Marketing?

The main benefit of choosing influencer marketing is that your brand can be seen by thousands of people in an instant. There is no easier way to reach a large group of people in a short span of time than through influencers. It’s pretty simple. The reason it’s called influencer marketing is because of the creator’s power of influence over their followers.

There’s the old saying, “if your friends told you to jump off a bridge, would you?” Well, if that friend is a famous social media influencer then the answer is probably yes to most people. The power of persuasion they have over people is truly remarkable. 

Brands look to use this power to their advantage by paying influencers to advertise their products on their social channels. Sometimes they’ll just pay the creator to read a script describing the product and have them tell their followers where to buy it. Other times they’ll have the creator use the product to showcase what it does. 

This creates a desire for the viewers to purchase the product so they can be just like their idol. If the influencer thinks it’s cool then it has to be. This is how marketing influences consumer behavior.

Disrupting Traditional Advertising

Consumers are becoming increasingly skeptical of traditional advertising methods. Influencers, on the other hand, are perceived as more authentic and relatable, offering a sense of trustworthiness that traditional advertising often lacks. Seeing people who moreso represent your lifestyle and personality gives influencers more credibility.

Unlike television or radio commercials, which can be easily skipped or ignored, influencers can seamlessly integrate branded content into their own platforms. This allows them to capture the attention of their followers. The advertising experience for viewers is more organic and less intrusive than traditional methods. Products or services are presented in a context that aligns with the influencer’s personal brand. This can make the ad even more real and less like a soldier barking orders at you.

One of the benefits of influencer marketing is that social media platforms also provide a direct line of communication between influencers and their followers, enabling more personalized and engaging interactions. This makes brand messages much more effective in connecting with the audience. 

A Targeted Approach

Influencer marketing offers brands access to highly targeted and engaged audiences, often within specific niches or demographics. Each influencer has their own specific following that contains a certain demographic. This means that brands can pick the influencer that attracts their desired audience. This helps them make sure their advertising money isn’t wasted on an influencer that won’t give them a high ROI.

With the rise of social media, consumers now have a louder voice, and their opinions carry weight. They actively seek out and engage with content that resonates with their interests, often relying on recommendations from influencers they trust. This also leads to more conversations around your brand. 

Brands must adapt to this new landscape by focusing on building relationships with influencers who have genuine connections with their target audience. If the influencer doesn’t have crazed fans, like “Swifties,” then they are not the right influencer to team up with.

Collaborate on Content

The rise of influencer marketing has also led to the growth of influencer-generated content. Brands now collaborate with influencers not only to promote their products but also to co-create content that resonates with their shared audience. This approach allows brands to tap into the creativity and authenticity of influencers. The resulting content ends up feeling more genuine and less like traditional advertising.

The relationship that gets built between an influencer and the brand has to be tightly knit. The better the relationship, the longer it will last. If you trust the influencer you’re working with then you can give them some creative freedom to incorporate your product into their content in ways they see fit. Rather than the mundane script reading, they can do cool and unique videos showcasing them using your product.

Overall, a more creative and realistic approach can give viewers a better experience with your brand. A trustworthy relationship can make your influencer marketing approach the most effective it can be and drive consumers to purchase from your company.

You’re close to the end!

Social media content creators hold the power of informational influence over their audience. A lot of the time, what they say becomes reality for their viewers. They get to choose whether they influence positively or negatively on their channels. Brands have looked to harness this power for their own good.

The influencer marketing hub continues to grow. With so many to choose from, you have to make sure that they line up with your target audience and are someone you can develop a long lasting relationship with. By engaging with their followers you can increase your brand awareness and credibility.

Influencer marketing is a new tool that can change the trajectory of your business for the better!

Stephen Ward-Brown

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