Marketing has changed a lot over the years with the constant development of technologies in the market. Digital Marketing is changing everyday and marketers need to adapt quickly. In fact, the last few years, a new way of “word of mouth” has surfaced called “Influencer Marketing”.
What is it?
Influencer marketing came out with the rise of Social Media. Many brands have already profited from the large audience that Influencer Marketing can reach among different social media platforms. Influential Marketing is a strategy that makes use of “influencers” to promote/endorse a brand, a product or a service. These “influencers” are followed by thousands to millions of people everyday and have the capacity to affect consumer behavior. They can be celebrities as famous as the Beckham family or local influencers who have made an impact in different social media platforms such as Facebook, Twitter, Instagram, as well as YouTube, Snapchat, etc..
Being constantly exposed in public and becoming famous online have made these influencers reach a wider audience and when teamed up with brands, can even generate sales and establish brand loyalty. Today 49% of consumers purchase a product because of social media influencers. There are even 40% affected by the influence of Twitter.
How did influencer marketing become so efficient?
Simply because marketing is present everywhere now, on your clothes, on Billboard, the place you work, on the Internet, literally EVERYWHERE! Before, people need to see an advertisement 4 times in average to be affected be influenced to purchase a product. Now, a consumer would be exposed to an ad for more than 16 times! People are getting tired of seeing it everywhere, more than 47% of internet users use ad-blockers. So brands found a new way to reach them, by getting close to their consumers, and it is very effective.
How to use influencer marketing for your brand?
You cannot just ask around any person to be partners with your brand and be assured that it will work. Influencer Marketing isn’t like any other field in marketing. That’s why we have some tips you can take into account when you will use influencer marketing.
- Find people with 100,000 and more followers on social media. It can reach a larger audience in no time and the amount of followers that the person has could vouch for his/her social media post’s quality.
- If you are a big company, you can transform your customers into influencers. Each niche is smaller but 92% of the people rather trust the opinion of someone they know than anything a brand directly say or impose. Ask your users to use a specific hashtag when they post with your product.
- Find an influencer who is related to your field of business. You need your brand to show an image of consistency and you want to increase sales so by finding the right influencer you can directly touch your target market. If you sell watches, find someone who have posts about watches or are famous for luxurious accessories. Once you find them, a partnership is not assured. You too should be able to compromise with the influencer’s conditions. Selena Gomez for example has been used in too many different brands. Even though she is popular for being involved in many brands, that doesn’t mean that she is open to promoting just about any brand that come her way.
- Build a partnership with the influencer. Always remember that it is a collaboration. You are using their persona to promote so always cooperate with them in finding the best and most creative methods to reach the target audience.
We have a lot of fun following really unique and fun influencers and we want to share it with you! Here’s a rundown of our top influencers:
Dj Khaled have understood perfectly the importance of social media. Thanks to Snapchat, he is now producing songs with people from the industry such as T-Pain and Kanye West. Did you know that each one of his snap stories is watched by an average of 3 million users? He is called the King of Snapchat and many brands use his influence in their ads. Even the city of Las Vegas hired him to promote the new Canal of the City by posting pictures on his Instagram.
Kendall Jenner is one of the most followed celebrities on Instagram. With 80 million followers, she is considered the most influential person on social media in the fashion industry. A famous brand like Estée Lauder partnered with her for her image of youth and beauty.
Coca Cola were one of the brands who understood Influential Marketing early on. For the 2016 olympic games in Rio, Coca Cola planned an influencer campaign almost two years in advance. From local to international influencers, Coca Cola did everything possible to reach as many people as possible. For their summer campaign of 2016, they hired one of the most followed influencers on Instagram, Selena Gomez.
Anybody can be an influencer, even animals! RealGrumpyCat has gathered more than 2.3 million followers on Instagram and 8.5 million on Facebook. From what started as a funny meme, RealGrumpyCat became a trend on TV, on the front page of the Wall Street Journal and even became the muse of the brand Friskies.
In conclusion, with a return of 7.65 dollars for each dollar invested, Influencer Marketing is not about to stop. In fact, it is now the fastest-growing online customer acquisition method with 28% rise in the first quarter of 2017. Without a doubt, it is time for your business to build a partnership with an influencer to cement your brand’s reputation on social media.