Influencer Marketing is a hybrid of old and new marketing tools, taking the idea of celebrity endorsement and placing it into a modern-day content-driven marketing campaign. The main difference is that the results of the campaign are collaborations between brands and influencers.
Influencer marketing is a great strategy for building brand credibility, whether you are entering the market with a new brand and product, or are an established brand seeking positive PR and brand testimonials. Here, we explore what brand credibility is, how you can use influencer marketing to build credibility and the benefits that come with it. Let’s look at a few facts:
70% of Teens Trust Influencers More than Traditional Celebrities
86% of Women Use Social Media for Purchasing Advice
49% of Consumers Depend on Influencer Recommendations
6 in 10 Teens Follow Advice from Influencers over Celebrities
57% of Fashion and Beauty Companies Engage in Influencer Marketing
60% of Consumers Have Been Influenced by Social Media or Blog While Shopping at a Store
An influencer is someone on social media that has a large network of followers. In the past few years, brands have been reaching out to these people to push their products. It is a new way of celebrity advertising in the sense that the audience they are going for (millennials) can be found on social media platforms like Instagram, YouTube, and Snapchat. Up until recently, sponsored posts did not have to be disclosed as an ad to the public but this changed in August. This is part of an effort by the Federal Trade Commission to make everything more transparent so audiences can distinguish organic posts from paid posts.
Influencers, unlike celebrities, can be anywhere. They can be anyone. What makes them influential is their large followings on the web and social media. An influencer can be a popular fashion photographer on Instagram, or a well-read cybersecurity blogger who tweets, or a respected marketing executive on LinkedIn. Within any industry, there are influential people—you just have to find them. They are easily recognized by their hundreds of thousands (if not millions) of followers, and that’s the target audience you’re after.
One of the main reasons social media influencers can get paid by posting products is simple – they have the audience to advertise to. They built their following over time, whether it may be on Instagram, Snapchat, Facebook, YouTube, etc., and have command over their audience so when they post about a certain brand, their followers take notice. This is why brands have been getting into influencer marketing because they speak the language of millennials, something some brands have trouble doing.
However, not everyone is simply posting pictures. Many others put a lot of thought into what they are promoting making it unique and interesting. One great example is filmmaker Casey Neistat, who makes films promoting products that are outside the box. One of the videos he made for Nike promoting their Nike Fuel Band has been viewed over 21 million times on YouTube. In it, he explained that he used the budget he received from Nike to travel the world inspiring everyone to live life to its fullest. The film barely shows the Fuel Band itself but in the end, it drove sales to the device because people wanted to "do something that matters."