Brand influencer creating video for target audience
Look around. Not as many people pick up the daily newspaper or sit through long TV commercials. However, they have one thing in common. Regardless of demographic, they scroll through social media on their phones.
According to Pew Research, 70% of Americans check Facebook every day. It is second nature for young people to use Snapchat, Instagram and TikTok multiple times a day. That’s how they communicate, read the news, raise awareness — and shop.
So it’s no surprise that brands are devoting a larger portion of their marketing dollars to social media. And within that ad spend, influencer marketing is on a steady increase. Here are three reasons why.
1. Consumers Meet Influencers
Millions of people watch influencers make their morning coffee or chase toddlers making trouble because they can relate. People may enjoy seeing perfect images on Pinterest, but they also want to glimpse real life.
There are clear benefits to getting celebrities to plug your product. They are well known, and the aspirational glam factor is there. However, when a movie star says she packs cute notes in her kids’ lunchboxes every day, people don’t always buy it. His claim doesn’t seem to match his jet-setting lifestyle.
But when a mom influencer they’ve been following for years says the same thing, they believe her. Furthermore, they are likely to follow his lead. Companies can take advantage of this relatability to increase brand awareness without making it feel like a paid advertisement.
Influencers are more accessible. Many even reply to messages on social media. So when they recommend a set of comfortable pajamas, consumers don’t hesitate to click the affiliate link.
2. Influencers Can Provide Better ROI
When a Hollywood A-lister touts your eye cream in a TV or print ad, your sales may increase—but it’s hard to say how much. Furthermore, the bump is unlikely to be immediate. Influencers, on the other hand, drive sales conversions through direct links, meaning companies can get a faster return on their investment.
Since many influencers work independently, brands also save money when there is no agency in the equation. If an influencer’s social media reach truly reflects the numbers in their media kit, your brand can get more impressions for less.
When influencers truly like your product, they can go from being short-term brand partners to long-term brand advocates. Every time they have their morning vitamins or use that hair tool, they are advertising for you. Followers often send messages asking for links and discount codes even after a collaboration is over. That’s another reason why long-term collaborations are becoming more popular than a single post.
Analysis on key performance indicators of influencer marketing is easier than billboards, television commercials or print ads. Each social media post yields detailed statistics of what was achieved with that particular content. See directly how many people have liked, commented, shared and saved a post. You can also see how many times a link has been clicked.
3. Influencers Make More Real Connections With Different Audiences
Because influencers have a unique follower demographic, brands can use them to reach specific segments of their customer base. Consumers click on links shared by their favorite influencers because they seem authentic. Although advertising agencies have access to diverse models, they are only paired with other actors on a movie set.
Conversely, when an influencer from a particular ethnicity shares your product, the interactions with their family members are real. Consumers have seen their children, spouses and pets on their Instagram stories. Their loyal followers tune in to their shopping livestream or try their recommended spice blend because they are a real family.
Influencers can also be more creative. They create fresh content that is often from the heart. Their fans can say that it’s not very scripted. Influencers can also have a faster turnaround. If there is no 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 isn’t going away anytime soon. However, there are some words of caution. Make sure the influencer you choose aligns with your brand values. Someone may be incredibly popular, but if they’re controversial or politically tone-deaf, they can damage your brand.
Don’t be too impressed by the number of followers an influencer has. The ideal influencer should have a loyal niche following. Some micro-influencers may produce better results because their following is highly engaged. Sign partnerships based on their organic reach. Ask for statistics and insights for the last three months instead of that one lucky post that just happened to go viral.
It’s definitely worth taking the time to find the right influencer. They can do wonders for your brand for less money — and more natural flair.