- April 2, 2019
- Posted by: matious
- Category: Uncategorized
People have taken a special notice of Influencer Marketing lately, It’s not a new concept, It’s been around for many years, but its importance grew as people started to comprehend how powerful it could be, especially with the younger generations. It’s not going to replace Social or Content Marketing for sure, but it could provide an alternative approach that is different from traditional advertising.
If you are new to the concept of Influencer Marketing, and you are not fully aware of how it works, let us break it all down for you,
What is an influencer?
Influencers, unlike celebrities, can be anyone and anywhere. An influencer can be a popular fashion photographer on Instagram, a blogger who tweets constantly, a marketing executive on LinkedIn, or a content creator on YouTube. Within any industry, there are influential people, easily recognized by their hundreds of thousands or their millions of followers, and that’s the target audience everyone is looking for.
One of the biggest misconceptions about influencers is that what makes them influential is just their massive followings on social media. This thinking only confuses influence with popularity; just because someone has a large following on one or multiple platforms doesn’t necessarily mean that he or she is an influencer, The act of influencing requires a change of thinking or a change in the behavior of the target audience.
An influencer, therefore, is someone who has the power to influence the perception of others to get them to purchase specific products or take part in different activities.
According to Forbes, Influencers must have a combination of three key factors: reach, contextual credibility, and salesmanship
- Reach: stands for the ability to effectively deliver a message to a large audience. This can be the readership of a publication, the audience of a TV host or the number of social followers someone has. Reach is vital for an influencer, but it’s not always enough.
- Contextual credibility: is the level of trust given by the audience based primarily on the influencer’s perceived knowledge, understanding, viewpoints and expertise on a specific topic.
- Salesmanship: which is based on the presence and communications style that gives the influencer the capacity to recognize, understand and embrace unique angles.
What is Influencer Marketing Then?
Basically, Influencer Marketing is like a hybrid of old and new marketing strategies, taking the concept of celebrity endorsement and setting it into a modern-day content-driven campaign. The main difference is that the outcomes of this campaign are a collaboration between the brand and the influencer.
Here’s how to do influencer marketing right.
We know that the simplest way to work with influencers is to pay them money. Advertisers have been using celebrities for decades. Marketers are, if truth be told, borrowing the influencer’s credibility and familiarity to sell their products. This is a tactic that may work, but it is not what we define as influencer marketing, it’s called celebrity endorsements. Consumers know that the individual in question is getting paid to promote a product, so it’s not always efficient.
Another way to work with influencers, and this is how most marketers use influencer marketing today, is to borrow their reach. They look for someone with a large following and pay them to promote a specific product or service. This is what we call sponsored advertising, and it does not maximize the full opportunities of Influencer Marketing.
Good influencer marketing revolves on building a sincere, personal, and unique relationship with the influencers by sharing useful and exclusive information with them. Influencers are always interested in promoting new things.
Keep in mind that influencers are people who’ve spent considerable amounts of time and energy building their own brand and cultivating their audience; therefore, they are invested in the content they produce and naturally, they will be extremely protective of their reputation and the people who trust them.
What Influencer Marketing is Not
Well, it’s about time to point out that Influencer Marketing isn’t about quick payouts and quick results. It’s the same kind of slow-and-steady strategy as Social Media and Content Marketing, where your campaign isn’t about directly selling your products, but more about demonstrating your credibility within the industry.
Influencers put a lot of energy and time to build their audiences, one follower at a time. They are not always interested in quick payouts or quick results.
With Social Media Marketing, it’s a gradual game of acquiring the right kind of followers that will be invested with your content. It’s tempting to think that joining forces with an influencer is a convenient way into the hearts and minds of thousands of people, but it’s not that straightforward as you need to ally yourself with influencers and earn their absolute trust and respect.
The goal of influencer marketing is advocacy.
Influencer marketing should be as honest and as authentic as possible. An influencer should speak about your product, not because they are being paid to do so, but because they want to do so. They need to believe that both your company and the products it sells are worth it.
Influencer marketing takes a considerable amount of time, dedication and focus. When performed right, influencer marketing can be a multiplier: It leverages the reach, credibility, and salesmanship of a community of influencers to advocate your product to consumers, and it results in awareness, elevated perception, and action.
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