Why Marketers are in Love with Influencer Marketing

Authenticity

A TV commercial can be sweet, funny, or passionate, but it is still branded content. This method of persuasion is obsolete. Because the viewer knows the commercial director wants a specific reaction. Permission marketing has grown in popularity as a result. Influencer marketing is a subset of a larger marketing category.

Consumers trust social media influencers’ opinions and are interested in their lives. However, the information that an influencer does share is authentic and unique to her.

That works wonders in marketing. There’s no ruse or strategy here, just genuine human connection.

Marketers love influencer marketing because it removes the brand from the conversation. Rather than filtering the message through a brand’s lens, the influencer personalizes it.

Effectiveness

Traditional marketing tactics have been losing effectiveness for quite some time now. Nobody knows how many people a company reaches by spending “between $5 million and $5.5 million for a 30-second ad” during the Super Bowl. Consumers no longer watch commercials on TV. When a show is paused for commercials, viewers pull out their smartphones and tablets to kill time.

Influencers on social media work because they are credible. They create and promote content that legitimately interests their followers. Influencers are the program, not the advertisement. They always have something to say.

A recent survey revealed that 84 percent of marketers plan to launch influencer marketing campaigns this year, according to Forbes contributor AJ Agrawal. This statistic’s magnitude is staggering.

A survey found that 84% of marketers would avoid using social influencers if they did not add value to an organization.

Value

The most important metric in influencer marketing is ROI. What do you get if you pay an Instagram influencer to post positive comments about your product?

Using social media influencers can save your company money and provide significant value. They can boost your sales and conversions, but also your brand’s visibility and recognition, both of which are vital for long-term success.

Marketers love value-driven offers. They must show that every dollar spent on advertising yields a positive result. Given that the majority of marketers are committed to leveraging influencers, it is safe to say that influencers add value to any marketing campaign.

Association

People crave social connections. If you admire someone’s handbag, you might be tempted to buy one for yourself. High school starts today.

Consumers do not graduate from this behavior. They’re still watching the “in-crowd” to see what they should wear, drive, and how to decorate their homes. If you’re still not convinced, just look at Pinterest’s meteoric rise.

Kylie Jenner’s promotion of a low-cost clothing line is discussed in Agrawal’s Forbes piece. The clothing was associated with someone they admired, so followers started buying it almost immediately.

Metrics

Numbers still matter in influencer marketing and marketing in general. Working with influencers can be tricky, especially when alone. However, if you work with a platform built on metrics, you can track the ROI of all your influencer campaigns in real time.

Metrics like clicks, conversions, sales, and brand awareness help you decide where to focus your marketing efforts next.

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