Remember the advertising fiasco that was the Kendall Jenner and Pepsi commercial? A lot of that has to do with the fact that people have become very critical and cynical regarding advertising. To counter this current scenario, we have strategies like influencer marketing.
With the pass of time, people have less and less trust on advertising and brands. Even news outlets have become the focus of consumer criticism and skepticism. This is good in a way, but bad for business.
What can you do in order to reach your costumers with a certain credibility? This and more is what influencer marketing is about.
What Is Influencer Marketing?
Influencer marketing is an strategy that involves using a leader of opinion to make your brand be known by your audience. That is, you don’t directly communicate with your audience, but instead you pay someone to recommend your product.
The idea of using important figures to send a message is not new at all. We’ve all seen actors, sportsmen and women and music industry figures announce and endorse different brands. Is something like that, but mostly with the use of social media.
Influencer marketing involves marketing products and services to those who have a sway over the things other people buy. This market influence typically stems from an individual’s expertise, popularity, or reputation. Marketing to an audience of influencers is similar to word of mouth marketing, but it doesn’t rely strictly on explicit recommendations.
Some brands not only go with the already famous people from other industries like film, music and sports. There are some that choose bloggers and internet personalities. They ask them for content about their brand on their blogs, Instagram or YouTube channels.
What makes this kind of marketing so successful is the credibility that these personalities have. They usually go for people that are somehow related to the brand, for example, a fitness blogger to promote vitamins or healthy shake mix.
Does Influencer Marketing Always Work?
Not necessarily. Assuming that influencer marketing will always work is like assuming SEO will always work. There’s no secret formula and automatic response to generating more traffic to your site.
All that you can do is find the way to make it more probably to work for you.
In the case of Influencer Marketing, the most effective way to achieve the best results requires some research and creativity generating great content.
Look for the right influencer and medium to share your content. Maybe it doesn’t have to be something that the influencer itself comes with, but just share it on their channels. Or maybe the influencer can comment and create a more personalized campaign.
And above all, remember to never underestimate the power of great content.
The guys over HubSpot developed a little experiment to try out some hypothesis on influencer marketing and what makes it work (and what doesn’t). These are the three main results:
- If you’re trying to drive traffic, use your time and energy to get one major influencer on board rather than five to 10 mid-level one.
- Quality still matters: Weak content rarely performs well even with a “big name.
- Prioritizing content leads to posts that get traffic on their own merits.
Influencer marketing seems to be on the rise. One reason can be that consumers are more and more skeptic towards traditional marketing channels and that the internet and Social Media have given too much power and influence to some internet personas.
Whatever the reasons there’s a chance to make your brand get out there through the help of influencers.
But just like anything in Digital Marketing, this requires research and carefully taken decisions in order to choose the right influencer, the right channel and the right message.
Keep focusing on generating great content, because no matter how much money you can spend on the most influential figure out there, if the content sucks, you can become the next great marketing fiasco.