The Power of Influencer Marketing
Peer pressure always had a negative connotation growing up, but today it seems peer pressure might just be the perfect marketing tactic to help brands reach new fans.
I’m sure you’ve seen your favorite celebrity post a specific product on their Instagram feed and found yourself thinking, “If Taylor Swift uses that red lipstick, then I need that red lipstick too.” Welcome to the sneaky world of influencer marketing.
Word-of-mouth recommendations have always been one of the best ways to drive sales. Now that the population is spending more and more time staring at their smartphones, social media has become the best place to pass on these recommendations. For this reason, influencer marketing is quickly becoming one of the most effective marketing tools. Here are a few other reasons.
What is an influencer?
Influencers aren’t just celebrities. Instead, it revolves around influencers, many of whom would never consider themselves famous in an offline setting.
An influencer as being someone who has:
- The power to affect the purchasing decisions of others because of their authority, knowledge, position, or relationship with the audience
- A following in a distinct niche with which they actively engage. The following size depends on the size of the topic of their niche.
What is Influencer Marketing?
So now that we know what influencer is, what does influencer marketing entail?
Influencer marketing involves a brand collaborating with an online influencer to market its products or services. Some influencer marketing collaborations are less tangible than that – brands simply work with influencers to improve brand recognition.
Can I get a witness?
When searching for a new skincare product, you want to ensure that a particular product will actually clear your skin. This is why when you see a friend post a “before” and “after” photo to showcase their face washing routine, you’re more likely to purchase that product—after all, you’ve already witnessed its positive results.
To be honest, we are probably more inclined to believe someone we know who shows positive results of a product than Jennifer Aniston advertising the latest Neutrogena product for her already perfect face. Do we actually believe that our girl, Jen, is hitting up Walgreen for a bottle of Neutrogena Deep Cleanser? Doubtful. The fact is we trust the people we know. Therefore, if people we follow and trust tell us that a product is beneficial, we’re more inclined to jump on the bandwagon.
Reaching customers through influencer marketing is a more organic process, meaning that you’re not interrupting anyone’s day but instead providing natural content within their own social media experience.
After adjusting to the beautiful world of DVR, we all know how frustrating it is when we have to watch our program live (God forbid) with commercial interruptions. Unlike traditional advertising, which interrupts the consumer’s experience, native advertising places products and brands in front of you without distracting you from your current experience.
Show me the (saved) money!
Paying for advertising space can add up quickly! Whether it’s print advertising in a magazine or newspaper, commercial time on television, or even paid advertising online – the cost of advertising is not cheap. Brand influencers can significantly decrease the amount of money you spend on advertising your products.
Often, influencers will be willing to review or feature your product on their feeds in exchange for freebies, which can cost significantly less than paid placements.
How to make it work for your brand.
You might be wondering where to start when finding brand influencers to market your brand or products. There are plenty of tactics to engaging and acquiring these ambassadors. The first is mentioning or tagging them in your content. Another tactic is to praise their efforts in the industry through a curated list of top industry players. Share this list with your followers to grab their attention and respect.
In addition, you could also quote their knowledge and expertise in blogs and various content information that you share online, or even ask them to contribute content to your blog. Finally, you can comment on their posts, complimenting their style or taste and hopefully leading them back to your accounts.
The fact is influencer marketing is exploding and producing tremendous results for many businesses and brands. It’s essential to understand the clout these notable influencers have and how you can leverage it to benefit your company.
If you need help finding and connecting with the movers and shakers in your industry, contact Sage Island. Our marketers are experts at finding the people who matter and making them an offer they can’t refuse.