Understanding influencer marketing – a trend that is growing faster than digital ads – will get you ahead of the game.
Influencer marketing places the focus on influential people rather than markets, taking advantage of their existing audience in order to promote a brand.
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The reason it is so successful is largely down to two facts: influencers attract attention, and influencers trigger purchases.
INFLUENCERS ATTRACT ATTENTION
Most influencers have a well-established online presence and a decent following.
This means that they have the power of reach – allowing your brand to get noticed more, by the right audience.
Mega-influencers such as famous bloggers, actors, and athletes have the most reach, and partnering with them will boost your brand recognition.
Despite the fact that Estee Lauder has been around for over 70 years, when the company teamed up with Kendall Jenner to promote their products, the same photo on the company’s Instagram generated a thousand likes, while the count for Jenner’s post was in the millions.
INFLUENCERS TRIGGER PURCHASES
Influencers drive sales because their audience trusts them.
When an influencer models your product, for instance, not only will your product be more appealing to the influencer’s fans – but they are also more likely to hold your product in higher regard, for the simple fact that their idol recommends it.
This is particularly true of micro- and macro-influencers, who have a smaller and more specialised audience – as well as a deeper connection with their followers.
In the case of mega-influencers such as celebrities, this type of marketing works precisely due to the unattainability of the celebrity lifestyle. Your brand allows fans to have a piece of the pie.
Unlike traditional ads, influencer marketing triggers an emotional response which results in more sales for brands!