Blog post by: Kyra Kronberg, Baer Performance Marketing Intern
“The future is digital!” That’s what everyone keeps saying, right? Well, they’re not wrong—even advertising and product recognition strategies are turning digital. And with so much internet traffic going to social media, influencers are changing the way businesses and organizations connect with audiences.
What is an Influencer?
An influencer is someone who has established credibility in a specific industry. They typically have access to a large audience and can persuade others by their authenticity. The main difference between celebrity endorsements and influencer marketing is that celebrities use their fame to associate themselves with products—like when your memory ties Justin Bieber to Calvin Klein or the various athletes to Red Bull. Influencer marketing creates word-of-mouth advertising using people who are trusted in certain circles. They advocate for a product and build it up in their followers’ minds. A lot of times, influencers are given creative freedom in how they talk about a product, reaching your targeted audience in a way you originally couldn’t. (https://www.convinceandconvert.com/digital-marketing/influence-marketing-differs-from-celebrity-endorsement/)
What are the Benefits of Influencer Marketing?
When you have an influencer that reaches the same demographic/audience you’re trying to sell to, they can have a higher success rate because there is a preexisting relatability and trust built between an influencer and his or her audience. If a mommy blog promotes a specific toy product and explains why she trusts the brand, the brand will likely be “top of mind” the next time her audience is out buying new toys. They are also in constant communication with their audience through Q&As, social media, and sometimes just plain email, giving them the chance to further expose your product in a positive light.
“Conversions can increase 3-10x when brands share content through influencers in their industry.” – NielPatel.com
Finding Influencers
One of the biggest challenges in “influencer marketing” is finding an influencer on a platform that attracts your target audience. If your product is for teens, Facebook would not be the most effective channel. However, if your product is childrens’ clothes, look for a mom with a blog or a YouTube channel. Or if you’re selling dog products, look for those adorable Instagram dogs (30% of pet owners follow and engage with celebrity animals on social media). It’s also worth mentioning that Instagram is one of the most influential platforms because of its rise in popularity and visual storytelling. (https://medium.com/@shane_barker/75-influencer-marketing-statistics-that-will-surprise-you-in-2018-b11c39a92b36)
Keep in Mind
Because it is the blogger who is writing the blog and the Youtuber editing the video, it’s important to remember that you’re working through influencers because they are creating and controlling the message, which sounds alarming. However, nobody connects with their audience better than them. I mean, they’re called “influencers” for a reason.
Do you have more questions about “influencers?” Join in the conversation with Baer Performance Marketing on Facebook.
