In this article, we will ask the ultimate question: “Does influencer marketing work?”
Influencer marketing has a pretty solid track record, but it needs to be used properly to get the best out of them.
What Is Influencer Marketing?
If you’re not familiar with influencer marketing, it’s marketing that focuses on using influencers to drive your company’s brand message to a larger audience.
Instead of marketing directly to consumers, you utilize “influencers” to promote the product for you.
You add a middle-man, usually very effective middle-men (or women!), though.
This is especially effective when used on social media such as Instagram, Facebook, Twitter, and other platforms.
How Does the Influencer Market Work?
The influencer market grows exponentially as long as social media grows. As to how it works:
- It identifies key product or brand influencers, manually or with the help of a platform.
- Then it creates an advertising/marketing operation directed at the said influencers.
- After that, it creates a second marketing operation to drive greater awareness.
- Finally, it tracks key metrics relating to sales, reaches, and brand awareness.
You should know that reaching influencers is easy. All you have to do is sliding into their DMs.
The picture you see above is Influencer Marketing at its’ core.
This advertisement type was around for a long time; much before the internet, we had “celebrity-endorsed ads.”
Those ads were celebrities using certain products, talking about them, mentioning them casually in interviews, and such to build word-of-mouth.
This is how the game really works.
If you’re still wondering does influencer marketing work, the answer is yes; it does; it always did.
Why Does It Work in the First Place?
Look at the numbers, and ask again: does influencer marketing work?
It seems like it does. Here’s the real question, though. Why?
It works because people love their influencers. Even the name influencer, they love it.
Their thing is to influence people. They are not just actors, singers, or streamers.
They have a fanbase; their fans listen to them, look up to them, see them as an authority.
The logic of this is simple, it’s always been simple. “I like this person, and this person likes this product, it means I will like this product.”
Essentially that’s it. At least it’s getting more and more transparent recently, though.
To give society some credit, though, celebrities before modern times were much worse. They did not interact or care about their audience.
Modern influencers don’t care much either, but they at least have to act as they do. That’s surely a step in the right direction, right?
The Future of Influencer Marketing
Influencer marketing is on the rise, not only for businesses and companies but also for ordinary people.
They are starting to hear about these “influencers” and they want to become one too.
Being an influencer is the new cool. Nowadays, there are micro-influencers, guest posts, self-aware brand deals, and much more.
Considering Instagram is going this big and YouTube fixing their ad algorithm so that companies would come back, I don’t think influencer marketing is going anywhere soon.
This is a very promising and interesting form of marketing, especially the transparent part of this concept is catching a lot of eyes.
If it can evolve a bit better, this can change the whole media.
Let’s face it, people, we have the power to change many things at the core.
We only need to have integrity and be true to ourselves.
FAQs About Influencer Marketing
As one of the biggest responsibilities of being an influencer, consistency is of the essence. Consistency on both preserving yourself to your audience and having long-lasting relationships with brands.
The first step to executing a successful influencer marketing program is setting your goals and defining what you wish to achieve. Distinguishing what metrics you’ll use to measure success based on your goals is important. It helps you to perceive what you need to achieve your marketing.
An influencer is a person who can and will “influence” the purchasing decisions of the audience they address with their knowledge, authority, relationship, or position.
An influencer strategy is the planning and methodology that is going to be used to expose the brands’ products or services to their audience.
Micro-influencers have followers around 6 to 10 thousand, with a developed and strong niche on their profiles. Commonly, big influencers have at least 200K followers on their profiles.
Conclusion – Under The Influence
In this article, we talked about how the influencing market works.
We decided yes, it does work.
However, this topic needs to get analyzed more thoroughly.
Can influencer marketing impact all age groups?
Will YouTube rise to take a bigger slice of the pie?
We will see.