How and Why Influencer Marketing Works
Influencer marketing is an extremely successful marketing technique that companies and brands have used especially in this day and age to increase the product’s brand awareness and sales. In today’s world where brands need constant engagement to simply compete with other forms of content let alone their fellow competitor brands and products, influencer marketing’s impact cannot be understated.
Influencer marketing is in simple terms influencers being paid to promote a product or service. Influencers are content creators who have grown and maintained a following who can influence their followers to buy a product. The content they create which brought them their followers can include videos, blogs, streams, and podcasts across multiple platforms on the internet and social media websites.
Influencer marketing strategies work on the principle that a consumer is way more likely to buy a product when someone they trust recommends or refers the product to them. This is precisely why other marketing strategies such as affiliate marketing and referral marketing work so well as they are the versions of modern word of mouth marketing. Influencer endorsements are also extremely similar to celebrity endorsements as these endorsements bring a lot of eyes to the product while people have a level of trust in the celebrity dispute not having a personal relationship with them. Influencer marketing in a way has the positive traits of many of these other marketing techniques, as they get brand awareness like when a celebrity endorses the product as well as the trust of referrals similar to that of referral marketing.
How do Influencer marketing strategies work?
This marketing strategy works because of the benefit that it provides. Let us look at some of the best benefits influencer marketing provides for the brands and companies that use it to promote their product or service. This strategy has broken several barriers and limitations. Other marketing strategies have had and provide some benefits that are more pronounced and unique to it such as:
- Customers feel invested and a part of something to form a bond which leads to repeat purchases and loyal customers. Influencer marketing strategy includes allows the brand or company to place the message directly to the followers of the influencer. Followers of influencers are much more likely to have similar interests and needs for the same kind of products as the influencer. Influencers referring to a product are way more organic in promoting the product since they would ideally be using this product or service themselves. Influencer marketing builds this relationship that is organic with the followers of customers as it does not feel or seem like a marketing strategy. This leads to higher levels of purchase as well as loyalty to the product which is invaluable for a product or service.
- Social influences are another factor that influencers use to promote the product. Influencer marketing uses the need of people to fit and follow a trend with influencers promoting a product and creating a sense of exclusivity among their followers. By following the influencer’s referral the followers can fit into what people are interested in and be interested in that thing too. This is the concept of social proof. This social proof is akin to how people have faith in referrals from the people they trust, and the influencer’s referral has a similar effect on their followers.
Now let us look at How and Why Influencer Marketing Works
These benefits ensure that influencer marketing is a go-to for companies:
Return on Investment:
Companies always try to find the best return on investment and get the best bang for their buck in everything that they do. Influencers allow the company to get the best returns in terms of brand awareness, sales, leads through the influencer. On average influencer marketing provides nearly six dollars worth of returns for every dollar invested by the company.
Engagement:
The engagement rate of a company or brand indicates the number of people who are connecting with the brand online through likes, comments, and shares. In today’s world, it is absolutely vital that a company or brand have a high engagement as it leads to a higher potential reach to further their customer base. All this engagement is a key indicator in many successful marketing campaigns and influencer marketing is a great way for brands to build this engagement.
Authenticity:
The customers of today especially the younger customers tend to gravitate towards brands and companies that radiate authenticity. Customers have grown to become weary of the various marketing strategies that have been utilized throughout history and have made them skeptical of marketing campaigns in general. A great way for a company or brand to showcase its authenticity is through influencer marketing. Since an influencer is a person, customers are more likely to trust them as opposed to a faceless marketing campaign.
Specificity:
Influencers tend to be authorities on a specific activity or niche. For example, a beauty influencer can focus on makeup products this is good from a marketing standpoint. The company or brand can invest in the influencer to market the niche they have built their following on. The customers are more likely to buy the product from these influencers as they view them as an authority on the subject.
Now that we have seen how and why influencer marketing strategies have worked so well, and the sheer influencer marketing impact that studies influencer marketing is going to keep growing with more and more money going to be invested in it. The companies and brands are right to keep their faith in it and keep investing as it is the fastest-growing channel in the digital marketing space. Consumers have evolved from the years gone past and require authenticity preferably through human connection when choosing to buy a product. Earn money online by referral marketing. Refer and earn upto $10 for every referral!
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