Some people might think that influencer marketing is not an effective strategy to develop their brand. Philip Trippenbach, head of Edelman UK, argues that he has never seen evidence of influencer marketing producing a good ROI (Return of Investment) when used to promote specific products. He said,
“If you have an influencer with a million followers, that is not like a TV channel with a million viewers – it is a person with a million one-to-one relationships.”
It is logically true, but it doesn’t mean it is the end of influencer marketing.
Before we deep dive into the relevance of influencer marketing, let's discuss the definition of social media influencers. A social media influencer is a user on social media who has established credibility in a specific industry. They have 10,000 followers or more across social media such as Facebook, Instagram, Youtube, Tiktok, or Snapchat. A social media influencer has access to a large audience and can persuade others by their authenticity and reach.
Influencer marketing positions people to be strong ambassadors while targeting their engaged followers. This is the future word-of-mouth marketing that significantly changes the marketing and advertising landscape. According to Nielsen, 82% of Americans seek recommendations from friends and family when considering a purchase. Even though sometimes it wasn’t focused on pushing a product, rather than showcasing how a brand can be an enabler to boost what an influencer specializes in. The strong connection between influencer and brands is the key.
Here are some perspectives regarding the success of influencer marketing:
1. Influencer marketing works because of a simple idea.
People trust recommendations from other people they know, including people they know via their online presence. A niche version of social media marketing that involves endorsements and product placements from individuals can increase their awareness, credibility, and trust.
A study by Clever Real Estate found that 44.7% to 18-to-34-year-old U.S. internet users had bought a product or service recommended by an influencer. The crucial difference between social media and influencer marketing is instead of being one-way it's going to be two ways. Influencer marketing allows the voice of the consumer to express through comments and shares about the product post. The influencers really do influence the concept themselves.
2. Social media has transformed business and the way customers expect to engage with their chosen brands.
In an interview with Ad Age, Samsung USA CEO Marc Mathieu argues,
“I had a saying at Unilever which was, ‘Marketing used to be about creating a myth and selling it.’ Now, it is about finding the truth and sharing it. Being transparent and focusing on telling a story in a very human, humorous, and honest way that people can engage with, is critical.”
Taking in notes, not all influencers are created equal. We have some tips on ways to ensure your influencer marketing strategy pays off.
First, identify your – and your brand core values. By sticking it to the values, your followers will still get your presence as well as engaging their interest in the product.
Second, know who you’re trying to influence. Speak to the right people using the right tools, define who your audience is, and gradually develop your audience persona. This will help you grow your engagement and trust with the right audience.
For example, Chef Gordon Ramsay has a very identifiable cooking style. It fits perfectly for his partnership with Henckels, a knives brand. Seamlessly seen as another daily-food content.
Hope this article gives you insights on the relevance of social media influencer marketing. If you find this article useful, feel free to share it with your influencers friends :)PS. If you're a social media influencer looking for a platform to create your official merchandise, Vardise can help you. Hit on this link to get started!