Influencer marketing is a relatively new concept, yet one of the most rapidly growing branches of digital marketing. According to a study by Mediakix, as many as 89% marketers admit that the ROI (return on investment) of influencer marketing is comparable to or better than the other channels they use. Want to learn more about this increasingly popular phenomenon? Be sure to read this article. Perhaps it will convince you that working with an influencer is just what your business needs!
Who is an influencer?
The concept and persona of an influencer is a very broad and interesting issue, even entering the field of social psychology. Simply put, an influencer is influential person, recognisable, the so-called "opinion leader". Influencers can be, for example, TV stars, athletes, people who are active on the internet of various kinds (Instagrammers, Gamers, Vloggers, Bloggers, etc.). Due to the fact that they have authority (usually in a narrow specialisation) and a wide audience, the power of their influence cannot be overestimated. An influencer can influence the views and purchasing decisions.
You can probably list numerous occasions in your life when you have bought a product because you saw it being used by someone you know and admire. This is how well executed influencer marketing works in practice.
Influencer marketing - what is it?
Influencer marketing is a marketing activity that is based on recognitioninfluence and position of those involved in promoting a product or service. Influencers therefore represent, as it were intermediaries between a company and its (potential) customers. Advertising activities within influencer marketing are primarily undertaken on social media. This can significantly increase the reach of the campaign and, importantly, build trust in the brand. If my favourite blogger trusts a particular manufacturer, why shouldn't I take advantage of their offer?
What advantages does influencer marketing have?
Reaching a specific audience, including those with "banner blindness"
When choosing an influencer for an advertising campaign, you need to be very precise, as they gather around them a group of very specific audiences. What they have in common is, for example, age, interest and values. By selecting the right influencer, you can target precisely the group whose members are your ideal customer.
The 'banner blindness' referred to in the headline, on the other hand, is a term for the phenomenon whereby a person ignores on the web all those elements that bear at least some resemblance to the advertising. Influencer marketing is a way of 'getting around' this affliction of internet users. Non-intrusive forms of promotion like a review will not put them off.
Positive effect on the position in Google
Influencers can positively influence SEO! All it takes is for the person the brand is working with to add an active link to its website (e.g. in a blog post).
The brand becomes more authentic
Recipients of traditional advertising are increasingly distrustful. Introducing an influencer as an intermediary who shares his or her opinion on a company, its activities and products is a great way to increase brand authenticity and build a lasting, valuable relationship with customers. Influencer marketing is usually based on story tellingwhich is very positively received by internet users. What is more, influencers themselves usually come up with ideas on how to promote the brand so that it is in line with their image and meets with the approval of the audience.
Micro versus macro influencers
This division is made on the basis of coverageThe number of fans that both these groups achieve. Micro influencers are those whose number of fans ranges from 1,000 to 10,000. Macro influencers, on the other hand, range from tens to even hundreds of thousands. Importantly, this does not always mean that working with them will be more profitable. It is often the case that micro influencers boast more engaged fans and are considered more authentic.
Before you invest in influencer marketing
As you can see for yourself, working with influencers has many benefits and can prove to be a hit. However, before you decide on this type of marketing activity, you need to answer a few questions. The most important is whether you know, who your customers are. Only by knowing their needs inside out will you be able to accurately select an influencer with which to reach your target group. The second question is: what message the brand has? Influencers are not there to sell - at least not directly. Think about what is important to customers, what motivations, desires they have that an influencer can appeal to.
The final question is this, with whom you wish to cooperate. We are dealing with different influencers, some of whom are not as popular as they portray. Sometimes they may even buy fake followers. It is therefore worth inviting influencers who want to become your business partners, they are interested in the brand, its mission, they ask questions, and they are not just people you pay to advertise products.
Influencer marketing can be an important part of a brand's communication with its customers. If you decide to go for it, you need to remember that working with an influencer requires a high level of commitment from both parties and a well thought-out strategy. Only then will it be able to effectively support your other digital marketing activities.
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