The recent explosive growth of influencer marketing will cause any brand or marketer to question what this new concept means for business. The quick expansion and adoption of social media platforms have provided a giant stage for customers to share their opinions and amplify their voices.
Peer recommendations are playing a major role in consumer purchasing decisions and habits. Defining and analyzing the benefits of social influencer marketing will help you better understand if implementing a similar program is a good fit for your company.
Defining Social Influencer Marketing
To loosely define Influencer marketing would be to describe it as, a form of marketing that identifies and targets individuals who have influence over potential buyers. In the past, the definition of an Influencer was known to only include paid-bloggers and paid celebrities. Those days are over — way over. Today, the world demands authenticity.
Influencer marketing has expanded to become today’s hottest topic among savvy marketers. Why? Because influencer marketing isn’t paying a celebrity to drive a Lincoln. Influencer marketing is defined as leveraging the most influential people to drive a consumer decision — “everyday” people, passionate & knowledgeable around a subject, who are authentic and trustworthy.
These are your peers, a friend who’s completed 20 marathons, that beauty-loving girl who works at Sephora, that person who is always on the ski slopes, that girl who loves everything outdoors, your car gurus, the tech geeks, the beach addicts, the wine snobs, the beer snobs, the music festival junkies, the fashionistas, the healthy-eating addicts, the fitness rock stars, and more. Consumers look to people who are authentic, eat breathe and live their passions, have direct experience and want to influence you — to inspire and help you make the best decisions for the love of the topic.
This change in definition has helped marketers realize that the quality of a social influencer is not determined by the number of followers he/she has. It’s all about engagement and trust. Those ingredients are what defines influence. Selecting the right influencer is also driven by measuring expertise and credibility on a subject matter. Authority and trust are also good indicators of how much persuasion an influencer may have over their following.
You should also account for the strength of the relationship between the influencer and his or her followers. Platforms like Instagram and YouTube have led to the rise of a new generation of influencers and marketers are loving it. This group cumulates huge followings on niche subject matters such as fashion, beauty, travel and food.
Benefits of Social Influencer Marketing
Social influencer marketing isn’t just a new, fun term to throw around. It’s a proven, measurable marketing strategy that, if done right, is worth the hard work and investment. These campaigns are powerful because they’re targetable, trackable and social.
There’s a prevalence of influencers in the growing “millennial” and “mom” demographics, which means brands have a larger pool of influencers to choose from, new industries to explore and easier access for contacting them. This is also native advertising at its best, and we all know that’s a good thing. Let’s be honest, consumers are tired of paid ads. Placing brands and products within the organic content creates a more pleasurable experience for consumers and a more powerful marketing solution for brands.
Social influencer marketing is the way of the future and it’s important for brands and marketers to understand what it is and best practices for executing successful campaigns. You now know what defines social influencer marketing and some of the benefits, which is a great start in your journey to learn more and implement a strategy with your team.