3 Reasons Influencer Marketing Is Still a Thing

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Brand Influencer creating videos for target audience


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look around you. There are not as many people who are picking up the daily newspaper or sitting through long commercials on TV. However, they have one thing in common. Regardless of demographic, they are scrolling social media on their phones.

According to Pew Research, 70% of Americans check Facebook daily. Using Snapchat, Instagram and TikTok multiple times a day is second nature to the youth. That’s how they communicate, read news, raise awareness — and shop.

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So it should come as no surprise that brands are allocating a larger portion of their marketing dollars to social media. And within that advertising spend, influencer marketing continues to grow. Here are three reasons.

1. Consumers identify with Influencers

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Millions of people watch influencers making their morning coffee or running after kids making messes because they can relate. People may enjoy looking at Pinterest-perfect pictures, but they also love getting a glimpse of real life.

There are clear benefits to hiring celebrities to plug your product. They are well-known, as well as have the aspirational glam factor. However, when a movie star says she packs cute notes in her kids’ lunchboxes everyday, people aren’t always buying it. Her claim doesn’t jibe with her jet-setting lifestyle.

But when a mom influencer they’ve been following for years says the same thing, they believe her. What’s more, they are likely to follow his lead. Companies can exploit this relatability to increase brand awareness without it feeling like a paid commercial.

Influencers feel more accessible. Many even reply to messages on social media. So consumers don’t hesitate to click the affiliate link when they see a set of comfortable pajamas recommended.

2. Influencers Can Get Better ROI

When a Hollywood A-lister advertises your eye cream on TV or in a print ad, your sales may increase—but it’s hard to tell by how much. Also, the collision probably won’t be immediate. Influencers, on the other hand, drive sales conversions through direct links, which means companies can get a faster return on their investment.

Since many influencers work independently, brands also save money by not having an agency in the equation. If an influencer’s social media reach truly reflects the numbers in their media kit, your brand can get more impressions for less cost.

Once influencers really love your product, they can go from short-term brand partners to long-term brand advocates. Every time they take their morning vitamin or use that hair tool, they’re advertising for you. Followers often send messages asking for links and discount codes even after the collaboration has ended. This is another reason why longer term collaborations are becoming more popular than one post.

Influencer marketing key performance indicators are easier to measure than billboards, television ads or print ads. Each social media post gets detailed statistics of what was achieved with that particular piece of content. It’s straightforward to see how many people have liked, commented, shared and saved the post. You can also see how many times a link was clicked.

3. Influencers Build More Authentic Relationships With Diverse Audiences

Since influencers have unique follower demographics, brands can use them to reach specific segments of their customer base. Consumers click on links shared by their favorite influencers because they look authentic. While advertising agencies have access to a diverse range of models, they are paired with other actors on a film set.

Conversely, when an influencer of a specific ethnicity shares your product, the interaction with their family members is genuine. Consumers have seen their children, spouses and pets in their Instagram stories. Their devoted followers will listen to their shopping livestreams or try their recommended spice blends because they are a real family.

Influencers can also be more creative. They churn out fresh content that is often straight from the heart. His fans can tell that this is not a heavy script. There can also be a rapid change in influencers. Without an agency involved, there is less red tape. Your marketing team sends a creative brief to influencers, and they can respond directly.

Choose Your Influencers Carefully

With so many benefits, influencer marketing isn’t going away anytime soon. However, there are some words of caution. Make sure the Influencer you choose aligns with your brand values. Someone may be very popular, but if they are controversial or politically deaf, they can hurt your brand.

Don’t get overly swayed by the number of followers an influencer has. The ideal influencer should have a loyal niche. Some micro-influencers may drive better results because their following is very engaged. Sign collaborations based on their organic reach. Instead of that one lucky post that went viral, ask for stats and insights from the past three months.

It’s definitely worth investing the time to find the right influencers. They can do wonders for your brand with less money – and a more natural flair.

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