Everything you need to know about Influencer Marketing…
The term ‘influencer marketing’ is thrown around a lot these days, but why is it so popular, and are you missing out?
The first thing to understand is that this isn’t a new concept. Influencer marketing has always happened, using people who hold influence over large numbers of people to promote a product. But as the world changes, so does the game. We now find ourselves in a position where influencer marketing is more accessible than ever, and is offering larger rewards.
We are all familiar with celebrity endorsements, whether it’s David Beckham in H&M underwear or a paparazzi shot of Paris Hilton with the newest Blackberry - remember those? However today, an influencer can be anyone with a mobile phone - which let’s face it, is basically everyone. We live in a world full of YouTube and Instagram stars who share everything from the camera they use to the car they drive, even the bubble bath they use for their children’s bath.
These influencers have built large followings based on their niche, be it beauty; gaming; motor sports; family life, and so on. Whatever your product, there will be an influencer who has a ready-built target audience who will not only be interested in your business or product, but also have an existing relationship with the influencer you are looking to work with, they trust their advice, reviews and recommendations.
This is what separates influencers from celebrities. Celebrities are great for driving recalls, they are memorable figures who can attract attention to a brand. However, an influencer holds a much deeper brand involvement. With an influencer, you have the opportunity to demonstrate your product in the context of their life; they can create their own content that their followers are already familiar with, showing a true ‘collaboration’ between your brand and theirs - again deepening the trust between the audience, your product and the influencer; and by working with an influencer, you have the ability to build a long-lasting relationship, all feeding into the authentic bond they have with their fans making the product recommendation all the more trustworthy.
If that’s not convincing reason enough for influencer marketing, think about traditional television advertising. How often do people nowadays actually sit and watch the adverts? The answer is very very rarely. When the ads come on, the phones comes out and people will scroll through their timelines for the next 3 minutes.
So, if TV adverts are driving people to check their phones - the rational answer to that is advertise through their phone screens! This is all fine and well, until you consider that 47% of 18-24 year olds in the UK use ad blockers, with figures likely to continue to rise throughout all age groups.
This is where your influencers come in - the best way to beat this challenge is instead of throwing money at advertising on websites and social media, find an appropriate influencer to make post on instagram or a youtube video talking about how much they love your new product. In fact, 74% of consumers use social media to make purchasing decisions, which means whilst they aren’t watching your TV adverts, what they are doing is checking out the latest product their favourite Instagram influencer has just posted about. One more stat for good luck, a remarkable 88% of consumers trust online reviews as much as personal recommendations, so get people discussing your product online if you’re looking for some healthy sales numbers!!
We’re all guilty of buying into influencer marketing, if it hadn’t have been for a Zoella instagram post, I’d have never found myself wandering through Shoreditch in the rain looking for a ‘Dum Dum Doughnuts’ shop to then spend £15 on 6 marble effect cronuts (a combination of a croissant and a doughnut, for those not in the know). Yup - £15, that’s the power of influencer marketing folks.
Whether you like it or not, influencer marketing is growing rapidly and is here to stay. But good news - if you can crack it, you’ll reap some serious rewards!
Have you used influencer marketing? Or have you, like myself, caved into its marketing charms? Let us know! Make sure you follow us on Instagram and Twitter for more content!