Quality over quantity: the high impact effect of influencer marketing

by Startacus Admin

Influencer marketing is nothing new. However, the past few years have seen it surge in popularity with modern media allowing the average, everyday person to gain influence.

The rise of influencer marketing is no different in 2019, with more companies turning to influencers to connect with their audience. It’s because of this rise that influencer marketing is making its way into more marketing strategies. But what makes influencer marketing have such a high impact effect?

Influencer marketing can create a beautiful partnership

No matter what your goals are, influencer marketing can help you to reach them. Whether you’re looking to build your brand, generate awareness, drive traffic or increase sales, influencer marketing can place you in front of your target audience.

Collaborating with an influencer can be the beginning of a beautiful partnership – for both parties. For influencers, they can work with brands that they have a genuine interest in and build their influence or, for some, their career.

For brands, they not only benefit from increased brand awareness, conversions and return on investment, but it allows them to develop brand advocates. Influencer marketing gives you the access you need to your desired target audience.

It’s all about engagement

One of the biggest advantages of influencer marketing is the reach that influencers can have. Influencers have a significant number of followers, potentially across multiple different platforms. Even “micro-influencers” have a strong reach, despite having fewer followers than large influencers.

When looking at an influencer’s followers, it’s important to look at their engagement – no matter their size. Engagement can give you an indication of how many people will be impacted by your marketing, with a high engagement suggesting an influencer’s followers are more likely to be converted into customers.

It’s also all about trust too

Trust between influencers and their followers is typically stronger than trust consumers have in brands. People trust people. When a brand uses traditional forms of advertising such as TV or even more modern techniques like email, customers know they are being marketed to.

But, one of the main reasons that consumers trust influencers is due to their relatability, authenticity and transparency. This trust helps consumers to not only believe influencers, but they respect and take on board their opinions. Consumers trust that the opinion of influencers is genuine – particularly when a brand gives an influencer creative freedom when creating content for them.

Important considerations

Influencer marketing is popular because it’s effective. However, it’s only effective when it’s done right. A misconception with influencers is that they are someone with a large following, however this confuses influence with popularity.

Influencer Marketing Agency Socially Powerful explained:

"The key success factor behind influencer marketing is choosing an influencer personality who resonates with your brand. Likewise, the product or service you want to promote needs to be something they would use themselves – as well as their audience. After all, influencers know their audience’s needs best!"

 

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Published on: 22nd October 2019