Influencer marketing.. so what is it? and how it is working for brands?
2016 was a tough year, especially in Alberta with the recession still in play, but!!! Great news, we are on the up and up! (So, I’ve heard.. and I couldn’t be more excited). With the economy turning around that means, so are our marketing budgets.
in 2016, 86% of marketers used the, “Influencer marketing” strategy and come this new year they are looking to double their investment. Which isn’t a surprise, we know Social media is where people are turning for entertainment and advice, and making their overall decision.
But what exactly is “influencer marketing”? Well, it’s the grey territory between an official testimonial and a subtle product mention, which is done almost in passing.
Why do it?
Because you get exposure to the right kind of consumer, one who is already interested and likely to pay attention. When you use influencer marketing in your business/brand - you in return get targeted exposure.
Think on your own life: When you scroll through Instagram, you are seeing ads. You just can’t tell right off the bat. What happened is your favourite influencers, who you follow already, are reping the products and promoting the brands, but they stay true to their own unique voice and story. So it seems less like an ad.
To put it simply: You head out for drinks with the guys or girls, and someone has recently purchased a new bbq - you admire this person for their taste and lifestyle. They tell you how awesome this BBQ is, and then share they have a discount code. Boom, you were looking for a new bbq and now you have to have this one, because you will not only save money, but you will be in this “BBQ group" with the person you admire and respect.
Still not sold? Check out some, pretty persuasive statistics here;
Brands earn an average of $7.65 EMV per $1 spent on influencer marketing.
51 percent of marketers report acquiring a better quality of customer through influencer marketing.
80 percent of Gen Zers and 74 percent of millennials reporting that social media influences their shopping habits.
Google searches for “influencer marketing” have increased 325 percent in the last 12 months.
28 percent of marketing managers said that influencer marketing is the fastest-growing customer-acquisition method.
57 percent of marketers have stand-alone budgets for content marketing.
Influencer campaigns helped 67 percent of marketing professionals reach targeted audiences.
74 percent of US brands repurpose influencer marketing campaigns on their own social channels.
37 percent of marketers are now dedicating a budget for influencer marketing.
70 percent of marketers agree that creating ongoing ambassadorships is the most effective influencer marketing strategy.
82 percent of brands expect to spend more on video influencer content in 2017.
“Metrics” was named the top pain point for influencer marketing by brands.
41 percent of marketers say they have seen more success in influencer campaigns than in more traditional advertising efforts.
71 percent of influencers believe that an honest and authentic voice keeps their audience engaged.
56 percent of marketers are concerned about influencer marketing because it’s a new/unproven channel to them.
Facebook was named the most important platform for influence marketers.
The best influencers work to integrate their branded campaigns into their unique stories without skipping a beat. They know their audiences are fickle and can quickly leave, so they treat each and every post with care.
In 2018 , these sorts of collaborations between big brands and influencers are only to increase. So much so, that if influencer marketing is the beginning, then what’s next is the shift from social media to social marketplace.
References for article: Forbes + Ion
Image: The Talking Village