The last few years have seen an increase in the popularity of influencer marketing, but still, many businesses are reluctant to embrace it fully. Some marketers are comfortable with interruption marketing, using banner ads and email to get their message across. However, consumers are paying less attention to the type of advertising that interrupts their experience. Influencer marketing offers something new, though, using the power of celebrity, personality, and branding. For any business still on the fence, the following reasons should highlight the potential of this growing trend in online marketing.
It’s Highly Targeted
Marketers know the most compelling ad campaigns work because they reach a target audience. The online world has benefited from a significant amount of accessible data, making it easier to understand who your core audience is and where you can find them. By using this data, it is possible to find influencers that resonate with the type of people buying your products. The size of the market you operate in will play a part in how accurate the targeting is. However, there will inevitably be many personalities that match your audience profile.
It Makes the Most of Social Media
In the early days, social media confused most businesses, who therefore largely neglected it. Gradually, though, social media became an additional tool in a marketing arsenal. Many businesses now put social at the forefront of their marketing campaigns, speaking directly to their target audience. Influencer marketing makes the most of social media because it doesn’t interrupt the experience like an advertisement often does. Ads feel natural, and people are happy to consume them.
Audiences Will Enjoy It
It’s hard to create promotions that consumers enjoy. Influencer marketing is different though, with the content matching that of the personality. As long as you choose the right influencers and tailor the content correctly, you should find people willing to engage and interact with your message. Native advertising stands a far better chance of being shared and promoted than traditional advertising, with influencers only adding to the social proof.
Prices Are Affordable
Most paid advertising methods have enjoyed a time when they could be acquired at bargain rates. As the method gains popularity and businesses understand they can get a good ROI, prices inevitably start to rise. Influencer marketing can certainly be expensive at the higher end, but there are still plenty of opportunities for affordable advertising. Less saturated niches won’t face the same struggle to gain a profit, while advertisers have yet to inundate newer platforms like Snapchats.
You Increase Sales and Improve Branding
While consumers are increasingly ignoring most paid ads, suffering from banner blindness and installing ad blocker tools, influencer marketing is still fresh and exciting. Audiences like to see what their favorite influencer is discussing and recommending, paying close attention to the messages. If the match between the business and influencer is genuine, you can see an increase in sales and improved branding.
There will be individual businesses that find it harder to use influencer marketing to full effect. The majority of influencers are in broader niches like health, fitness, beauty, and entertainment. If you search enough, though, you can usually find influencers who have managed to develop a following. Whether through Twitter, Instagram, Facebook, YouTube, creating diverse content like videos, images, and podcasts, you can identify targets that will be a natural fit for your audience. As traditional advertising proves less successful online, it is time to think about how you could implement an influencer marketing strategy into your business.
