Influencer marketing — projected to claim a $5 billion dollar market share throughout 2019 — is swiftly surpassing traditional methods of advertising. While utilizing influencers for promotional purposes isn’t exactly new, influencer marketing has skyrocketed in the last few years with the rise of technology and reliance on digital and social content.
Here, we outline the benefits to activating influencers, and why allocating spend towards socially-focused campaigns is the way forward.
Whether you're an established enterprise or a small business, getting your name out there is one of the most important (albeit challenging) factors to marketing your brand, especially in a landscape teeming with new and competitive players.
Influencer marketing has given startups a gateway for publicizing their services to niche audiences for targeted exposure. More established brands are hurrying to establish presence, too. Partnering with social thought-leaders (aka KOLs) enables brands to access a specific demographic with the aim of attracting new clientele gleaned from that influencer’s audience.
What better way to introduce your makeup brand to a female, U.S. audience than to have Katy DeGroot (@lustrelux) promote your product to her 1.9 million Instagram following? According to the HYPR influencer marketing database, DeGroot’s core audience is 95 percent female with an interest in beauty, 79 percent of whom live in the U.S. By collaborating with an influencer whose audience analytics align with your target demographic, you’re effectively accessing your core customer base in an authentic and trusted way.
Social influencers are trusted by their dedicated following. Would you buy a product pictured on a Times Square billboard? Or are you more likely to make the purchase because your favorite Instagram personality recommended it?
According to a report, 92 percent of people will trust a friend over an ad before buying a product or service.
An influencer endorsement is from a real person as opposed to a paid advertisement in a publication. And not just any person, but a source you support and have confidence in. Marketing messages from people as opposed to brands are perceived to be more authentic and trustworthy.
The audience of an influencer trusts their opinion, and their endorsement comes across as a tried and tested product review as opposed to a paid post. Customers are motivated by word of mouth endorsements when making consumer decisions — social users trust influencers, and as a result, they’ll trust your product as well.
Procuring an influencer to expose your product to your primary demographic is the most successful method for reaching your target audience.
HYPR provides in-depth analytical data for over 12 million influencers across all social media platforms, but more importantly, automates the process of discovering which influencers already engage your target audience, according to:
– Demographic data points
– Geographic location
– Psychographics (i.e. topics of interest)
Accurately reaching your core customer base translates to conversions and greater ROI. Your brand is introduced to people who are already interested in what you’re selling. It’s a no-brainer!
No surprise here. As consumers, we’ve learned how to tune marketing messages out (cue ad blockers). When viewing an ad, most think of it as just another brand that wants your business. Influencers are directly promoting your product in a creative and artistic way.
When enlisting an influencer, it’s important to give them an element of creative control. Setting guidelines to ensure each post is on-brand is paramount, but social media users are savvy and will spot a shoddily constructed sponsored post — particularly if it’s not within the influencer’s usual style.