Influencer marketing is a marketing strategy that focuses on individuals who have an effect on other consumers. Therefore, persons with a huge following, a strong bond with their followers and knowhow of the product, fall under this space. The growth of this industry has affected the growth of brands.
Influential bloggers and celebrities have been the persons of interest on matters influencer marketing. However, in 2015, there is recognition that a normal individual consumer can equally have a similar impact in marketing the brand.
There is more consideration now on use of influencer marketing through a number of social media channels. The cosmetics industry, food and beverage, and automotive industries have particularly moved into this market.
What better ways to reward than to give influencers the products they are marketing? Individuals get compensation in the form of clothes, jewellery, bags, electronics and sometimes cash. There are also other benefits such as commissions and paid positions for modelling or styling.
More Social Media Platforms and Technologies
There is a drill down on individual consumer’s interest in 2015 as opposed to treating all consumers collectively. Social media platforms such as Instagram and You Tube have been champions of this form of marketing. 2015 extends the number of platforms to others like Vine, Snapchat and Pinterest.
This marketing is going more into escalating the touch and impact of influencers. The marketing platforms are also growing in number and complexity. In addition, technology is gearing towards this direction as more and more brands turn to this new form of marketing using influencers.
There is a focus on having influencers that speak to consumers in a manner that feels authentic. Knowledgeable consumers are able to identify funded influencers as just other advocates of the products who do not necessarily care about their individual needs.
Influencers who feel like normal genuine customers are thus good advocates. They results in a larger impact and are able to actually connect with other potential consumers. The campaign needs to be natural, believable and care about the consumer needs. It is preferable to use influencers who already use your brand or products.
Companies should relax their regulation of the content and way of communication on the influencer. This way, he acts and behaves like a non-funded consumer. They should give more trust to the influencer based on his relationship with his follower and the extent of his influence.
A number of influencer can have diverse and unexpectedly great results. This is because they make use of their own style and ways of influence. They get to the market which conventional marketing could not. Still, the influencer needs some understanding of how to reach and have an impact on his followers.
Challenges of Influencer Marketing
Every strategy has its own disadvantages and this marketing strategy is no exception. Increasing concentration on influencer marketing is affecting the conventional advertising channels and placing power at the hands of social media podiums. The reaction of these platforms is yet to be defined. Additionally, the regulators may shift to demand disclosure and impose regulation.
Influencer marketing is effective because social media has a way of endowing word of mouth marketing. A significant number of customers learn about products and brands through social media. It is therefore more inviting to consumers to try a product that someone they know uses. This marketing is creating a partnership bond that is closely knit as more and more customers spend time on social media sites.