How influencer marketing is changing the way brands advertise
Written by Joris Cretien on 5 minute read
The popularity of influencers and creators is constantly on the rise across the digital marketing landscape.
Influencer marketing continues to be a trending topic for online retailers and brands, with over 75% of marketers investing budget for 2022, and influencer budget expected to represent 17% of all ecommerce spend by 2025.
This trend has resulted in significant changes to advertising strategies. To understand why, let’s first look at what influencer marketing is.
Defining influencer marketing
Influence does not necessarily equal popularity. Popularity suggests large followings, subjecting content to a big audience. An influencer or creator is someone who can affect consumers' thinking or behavior. They have developed a rapport with their audience, and the audience trusts their opinion and authority for authentic recommendations. The basic principle is as follows: An influencer says, 'Buy this product.' The consumer is then compelled to go out and make the recommended purchase.
While some creators are quite popular and come with large followings, micro-influencers (those with smaller, niche audiences) can be just as effective at driving sales (and, in fact, are recommended as target content partners for brands,) as an influencer with 5,000 followers may drive more revenue than one with 500,000, depending on how engaged their audience is.
How influencers affect consumers’ decisions
For someone to be considered a verifiable influencer, it's not as simple as calling yourself one. It can be a long process to build that coveted authority. There are two main factors that comprise an creator's toolbox.
Reach
This is all about how large of an audience an influencer has. Again, reach is not enough on its own, as influencers can still make an impact with a smaller following. Furthermore, campaigns that receive cross-platform exposure will have more reach than those confined to a single medium. An example of this is an Instagram post that is also shared via Instagram Stories, as a separate Facebook post, and linked to via Twitter.
Authority
The audience must trust the creator is credible in what they are saying so they fully buy in to their expertise. Great creators have a high level of engagement with their audience because they have that established trust.
Along that same vein, it’s not about persuading someone to buy a product. It’s about genuinely demonstrating how this is the right product for the target audience. Influencers deliver their message with confidence and passion. They use quality content that focuses on the needs of their audience rather than on sales-y messaging.
Finding the right partner
Identifying the right influencer or creator for your brand is a careful process of observing current activity and keeping an eye on the market for new players... while also focusing on quality, not quantity, when choosing whom to establish relationships with.
Aligning with partners you believe in and who are good representatives of your brand is a low-risk, cost-effective investment. All of today’s leading influencers and creators (who perhaps now have their own brand and products) were once just starting out.
These partners can also be part of your current customer base, as they have already shown a loyalty to your brand and know your target audience. One recommendation we have is ramping up your gifting efforts to optimize the activity of these individuals.
If you're unsure of how to monitor influencer activity to find new partners on your own, there are tools available for you to use. SocialMediaToday recommends free tools like FollowerWonk and Kred. These tools can search for influencers that match your keywords, as well as investigate their reach and authority.
Working with creators
It has previously been difficult for brands to work with creators and influencers within the affiliate channel, due to minimal reporting and tracking options. By incorporating influencers into your affiliate marketing strategy, platforms like Awin can offer clear, numerical visibility into the value influencers bring to a brand and allows you to pay on a performance basis. This means you have a support system to connect with the right content partners and track their activity. Most important, you only pay for results, so the investment risk is low.
How influencers have changed the face of advertising
In the past, the popular opinion for digital marketing best practices was to put products in front of a large audience directly from the advertiser. The challenge with this was only a small percentage of that readership was likely to be interested in the product, resulting in fewer leads and conversions than the marketer would have liked. To overcome this, marketers started looking for targeted leads that would be seen by individuals who had already expressed an interest in the type of product they were selling, and thus would be much more likely to buy their offering.
Enter influencer marketing. Influencer marketing is no longer considered a fad or phase, but an important pillar of a retailer’s digital marketing strategy.
Influencer marketing allows brands to access new groups of people who could easily fall in love with their product or service. What this means for advertisers is that it is no longer good enough to advertise your wares. Instead, you need to make them desirable while getting in touch with buyers who you know will love your products. Influencers help you do this.
What's more, creators are admired by their audience. It’s not quite the world of hero-worship, but people do look up to influencers and want a little bit of what they offer as part of their own world.
A strong business investment
Individuals today are constantly bombarded with advertisements and product placements, generally resulting in a background noise that is switched off and ignored. It’s difficult to get people to pay attention to your brand and your products.
This is what makes influencer marketing such a strong business investment, as it works on the premise that consumers don’t necessarily see this type of promotion as a direct product advertisement. When an influencer starts talking about a new product, people take notice. This information stands out in a crowded and competitive world.
