WHAT IS INFLUENCER MARKETING?
Social media platforms like Facebook, Twitch, Youtube, Snapchat, Twitter and Instagram are now solidified as part of our everyday lives. And brands are all over every opportunity to engage potential customers using them. This has caused a heavy overflow of content and ads that a consumer sees everyday. One way that has proved valuable to break into a consumer's sphere of attention is to work with a person that already has a following to promote products, services or a brand. These people that already have the attention of an audience are known as influencers.
Although influencer marketing is somewhat of a modern day buzzword, it has been in practice since the dawn of advertising. Brands have been paying celebrities, athletes, local heros and other notable figures to help promote their products and services for many years. The rise of social media, and the global network that it has created, has allowed people who are not necessarily traditional celebrities to amass a following, thus turning them into ‘Internet celebrities’ with thousands or millions of people following them.
This has allowed many influencers to develop part time and full time jobs creating engaging content that engages large groups of people, and working with brands to introduce products that they believe in.
Although influencer marketing is a highly effective marketing strategy for any company to utilize, each one is different and must be treated as so.
WHY INFLUENCER MARKETING WORKS SO WELL?
ONE WORD: TRUST
If you partner with the right influencer, one that is trusted by a great number of people in your industry, they can do amazing things for your brand. The reason is that humans make most decisions based on social proof–proof that other people said it’s okay. We love seeing what other people are doing and how they are doing it; then mimicking that same thing.
That’s why we love reality tv. That’s why trends happen. That’s why songs are overplayed again and again (and again) on your favorite Spotify playlist. That’s why we all check how many stars a product on Amazon, a restaurant on Google or a show on Netflix got before we engage with it.
As social creatures needing social proof to make decisions, influencers are the modern day celebrities that tell consumers what they should be buying.
Find an influencer that loves your products, aligns with your brand, and has the trust of a large group of people, and let the brand growth begin.