What exactly is influencer marketing?

Influencer Marketing is ‘a process of finding and activating individuals that influence a targeted segment on a specific social media channel, to be a part of a campaign with the aim of reaching that segment, engaging them and increase sales of the promoted product’ (Sudha & Sheena, 2017). Essentially, influencer marketing is the modern and scalable version of word of mouth, through social media.

According to a recent study comprised of marketers from a variety of industries, 94% said influencer marketing was an effective campaign strategy.

What is an Influencer?

Let’s do a thought experiment together. Think about the last few things you purchased or new spots in town you visited. Do you remember how you heard about them initially? Did any of the information you used in your decision originate from family, friends, coworkers, acquaintances, or celebrities?

If so, you’ve been INFLUENCED.

Influencers are trusted individuals who have the power to engage consumers and motivate their purchase decisions because of their real (or at times perceived) authority, expertise and elevated social status.

Influencer marketing is designed to tap into an already existing community of engaged followers on digital platforms.

Why Influencer Marketing is Important for your Brand?

There are so many reasons why you should incorporate influencer marketing and allocate a budget for it in your marketing strategy!

Influencer marketing drives awareness, cultivates an audience, and strengthens owned media over time.

1. The Circle of Influence:  improved word-of-mouth advertising

Consumers trust recommendations from influencers – social proof.

According to Bughin (2015) who did a study for McKinsey, influence

rs have a high power on whether people buy your product or not.

2. Influence your target market’s buying decisions

In a highly social web, information travels like ripples — and influencers are the ripplemakers. 

Effectively, it’s the quieter way to advertise your brand or product, allowing you to reach and connect with your target audiences through the individuals they trust, on the platforms they choose.

3. The ROI Don’t Lie – Purchase decisions happen online

In an era where consumers have never been hungrier for reviews, ratings, and word-of-mouth recommendations, influencers are the key to unlocking their trust and dollars.

Influencers, influence. And they influence your target consumers’ buying decisions. Nielsen’s Global Survey of Trust In Advertising reported that “consumers’ opinions online” was the most trusted ad format for 58% of respondents

Advertisements are now so numerous that they are very negligently perused.” - Dr. Samuel Johnson in his The Idler essays - published 1759

It’s a strategy, not a once-off campaign

On the Digital Marketing Agency side of our business, we talk to many brands that are interested in influencer marketing campaigns but don’t necessarily understand it’s full potential and how it’s the key to an optimal marketing mix in our digital age.

Influencer marketing is interwoven into your mix whether you like it or not. It’s important to distinguish the difference between running an ad hoc influencer marketing campaign or series of campaigns versus the results you will be able to drive when you implement it as a strategy. 

Ready to start? Find out how our Posse can help you run a successful influencer marketing campaign or implement successful influencer marketing strategy.