Are You Tapping Influencers?
In a recent survey, 84% of marketers said they plan on launching at least one influencer campaign within the next 12 months. Influencer marketing, which is the marketing of products and services by those who have sway or influence over things that other people buy, has become a go-to for PR and marketing professionals. Why has influencer marketing become so popular? Here are 5 reasons:
Consumers Are Ignoring Ads
As Philip Hartmann, head of content at Coca-Cola Germany explained, young people are just “a bit bored of advertising”. Companies used to hire celebrities to endorse their products in commercials or ads, but that is no longer as effective. This is because consumers don’t want ads. They skip them, they ignore them, they let them run in the background while they stare at their mobile phones. Ad-blocking software has also contributed to a move from traditional celebrity ads to a more collaborative influencer approach. In fact, consumers are so fed up that 47% now use ad-blocking software. Companies looking to reach their target audiences in less traditional ways are engaging influencers.
Brands are turning to influencers for greater authenticity. Consumers can relate to influencers more than celebrities and engage with them on platforms the consumer already uses such as Facebook, Twitter, Instagram or Snapchat. To the consumer, when an influencer they know and follow promotes a product, it feels less forced or commercial than an advertisement. For the company, they get targeted exposure to the right kind of consumer, one who is already a fan and will likely pay attention.
According to Twitter, if a consumer sees a branded tweet, their intent to purchase the item grows 2.7 times. If it is promoted by both an influencer and a brand, the intent to purchase increases 5.2 times. And it is not just about size of the influencer. In fact, micro-influencers with less than 100,000 followers tend to have more influence within their social circle.
Influencers are also accessible at a lower-cost, some at a few hundred or thousand to promote a product or service. Since the pay scale can fluctuate, even smaller companies can afford an influencer to promote their brand.
Influencers can engage with your brand’s product or service in more creative ways than traditional advertising. Visual platforms like Snapchat and Instagram can create unique and engaging ads that the influencer can also contribute to and add a personal twist for consumers to watch. Scotch-Brite did a pop-up promotion that featured some of New York City’s leading influencers, among them Toast, a rescued spaniel with 377,000 Instagram followers. Passerby were allowed to take selfies with the dogs as the moderator asked how important lint-rollers are to dog owners. People magazine also recorded the event on Facebook Live. The takeaway from the adorable event is that with influencer marketing lint rollers were able to be promoted by Instagram famous dogs.
Has your company engaged influencers and if so, how?