Influencer marketing is a marketing technique that has gained a lot of momentum in recent years. Businesses, large and small, are beginning to favour it over other more traditional techniques. So, what’s it all about?
What is Influencer Marketing?
Influencer marketing refers to a form of digital marketing that focuses on using an individual person to market a brand, product or service. By working with someone who has a lot of influence over a specific target market, brands are able to tap into their desired audience. For example, a beauty blogger could be used for influencer marketing if the brand wants to target those who are interested in hair or makeup. Similarly, a popular online gamer could be used as a way to market a new game to their followers.
What is a Social Media Influencer?
A social media influencer is someone who has built up a reputation for their knowledge and expertise on a specific topic. This could be anything from cars and motorcycles, to fashion and lifestyle. There are a number of ways to use a social media influencer, but more often than not they will be paid to provide a review of a product or service. This could be in the form of a blog, social media post or video. They could also be asked to write about a specific service or share images of a day out at an attraction. The flexibility that influencer marketing has makes it a popular route for many brands.
Why Use Influencers in Social Media Marketing Strategy?
Using influencers in a social media marketing strategy has many benefits. For example, influencers can help to increase brand awareness. Fans of an influencer are likely to take what they say as fact, and their opinion could sway them into choosing that brand or making a purchase. If an influencer who is an ‘expert’ in the field says a product works well, others are likely to trust this.
Influencers can also help to strengthen brand image, which can be hugely beneficial for businesses that are just starting out. Being endorsed by an influencer is likely to instantly boost a brand’s popularity, reliability and value.
Things to Consider with Influencer Marketing
In order to be successful, influencer marketing must be done in a way that appears organic and truthful. It doesn’t work as well when the influencer’s fans and followers aren’t believing what’s being said. If the influencer seems as though they are being paid to have a specific opinion, it’s unlikely that anyone else will buy into what they are saying. There is also a loss of creative control with influencer marketing, as the influencer themselves is the person creating the content.
There is no denying that influencer marketing does work, but that’s not to say that it works perfectly for every business. Influencer marketing can be costly, especially if the influencer being used has a large outreach. If the campaign isn’t successful, it’s a huge financial loss. Similarly, using the wrong influencer could do more harm than good; any negative press about the individual could reflect badly on the brand. However, when used correctly, influencer marketing does work well.
At Profici, we provide a whole host of digital marketing services, and this includes influencer marketing. To find out more, get in touch with our talented team or give us a call on 0151 319 8550
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