3 reasons influencer marketing is still a thing
By Kevin Kirby
In recent years, social media has taken the world by storm, and it's not just about connecting with friends and family. Brands have caught on to the trend and are allocating a larger chunk of their marketing spend to social media. Within that ad spend, influencer marketing has been on a steady rise. Here are three reasons why influencer marketing is becoming a go-to strategy for brands:
1. Consumers Identify With Influencers
Influencers are relatable. They provide an inside look at their everyday lives and offer a peek into their personal thoughts and feelings. This creates a connection with their followers, which makes them more trustworthy. Consumers believe what they say and are likely to follow their lead. Companies can capitalise on this relatability to increase brand awareness without making it feel like a paid commercial.
2. Influencers Can Yield Better ROI
Influencer marketing can provide a faster return on investment than traditional marketing methods. Influencers drive sales conversions through direct links, which means brands can get a faster return on their investment. Brands can also save money when there's no agency involved. If the influencer's social media reach truly reflects the numbers in their media kit, your brand can get more impressions for less cost. Once influencers truly like your product, they can become long-term brand advocates, advertising your product every time they use it.
3. Influencers Forge More Authentic Connections with Diverse Audiences
Influencers have unique follower demographics, which allows brands to reach specific segments of their customer base. Consumers click links shared by their favourite influencers because they look authentic. Influencers are creative and churn out fresh content often straight from the heart. Their fans can tell it's not heavily scripted. Influencers can also have a faster turnaround. Without an agency involved, there is less red tape. Your marketing team sends the influencer a creative brief, and they can respond directly.
Choose Your Influencer Carefully
With so many benefits, influencer marketing is not going away any time soon. However, it's important to choose the right influencer for your brand. Make sure the influencer aligns with your brand values. If they are controversial or politically tone-deaf, they could damage your brand. Don't be overly impressed by the sheer number of followers an influencer has. The ideal influencer should have a loyal niche following. Some nano, and micro-influencers can produce better results because their following is very engaged. Sign a collaboration based on their organic reach. Ask for stats and insights for the last three months instead of that one lucky post that happened to go viral.
Influencer marketing is a powerful tool that can help brands reach specific segments of their customer base. Consumers identify with influencers, and they can yield better ROI than traditional marketing methods. Influencers can forge more authentic connections with diverse audiences and create more creative and engaging content. When choosing an influencer, make sure they align with your brand values and have a loyal niche following. With the right influencer, your brand can achieve wonders with less money and more natural flair.
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Kevin Kirby
Kevin is a seasoned marketing and advertising practitioner with more than 30 years of experience as both media owner and client. He is embedded in the Nfinity Group of Companies which houses SA’s largest influencer marketing group where he performs various support functions.
