Why Use Influencer Marketing? 15 Reasons You Should Start ASAP

by: Dustin Hawley | Tuesday March 19, 2019

Wikipedia defines Influencer marketing as "a form of marketing in which focus is placed on influential people rather than the target market as a whole on social media. It identifies the individuals who have influence over potential customers, and orients marketing activities around these influencers."

Influencer marketing has grown exponentially over the past few years and has positioned itself as the primary marketing resource for companies who want to develop both brand awareness and brand loyalty. The way we consume media is evolving, and people are following influencers and content channels more than they are watching television or reading written content. So it goes without saying that marketers need to adapt if they want to establish a strong, genuine connection with consumers.

That being said, influencer marketing is a multi-faceted tactic that requires both a large time investment and an equally large investment in learning best practices. On the flip side, there is tremendous upside and organic rewards that come with social media marketing, when it's done right. Record web traffic numbers, massive engagement with potential customers, authentic brand evangelism and a genuinely delighted customer base who visibly support you in public forums are just some of the many benefits of social media. 

On that note, we share our 15 best reasons for you should start using influencer marketing ASAP.

1. Influencers build brand awareness

Simply put, Influencers are a direct link between a brand and its market awareness. The brand awareness they build is unrivaled in traditional PR strategies. Exposure and brand awareness is so important in today’s saturated social space, so the more brand awareness you can achieve, the better. 

2. Influencers have established trust and loyalty

The trust and loyalty social media influencers have established with their audiences are some of their most valuable assets, something all marketing managers would surely like to leverage. In an atmosphere where very few modern consumers declare trust in marketing and advertising, the ability to speak to your audience through someone they trust - like an influencer - is a valuable marketing asset.

3. Influencers create content

Cranking out piece after piece of high-quality, engaging content, influencers are the kings and queens of content creation. They are absolute content machines. And this makes them the ideal vessel for brands to utilize for their marketing because

  1. influencers have a track record that shows they do this extremely well, and...
  2. it means they can (and do) create user-generated content for your brand that can then be used on your own platforms, even potentially as evergreen content.

An influencer shooting a selfie video

4. It builds your brand’s credibility

Influencers establish trust and loyalty with their audiences on a deep level, and this is among their most valuable assets. According to a 2017 Choozle survey published in AdWeek, only 7% of participants viewed online ads positively.  Speaking to your audience through someone they deem trustworthy through authentic content is a recipe for success. And using an influencer to do that is a surefire bet. Over 92% of customers trust recommendations from non-affiliates (i.e., influencers) over brand advertisements. Authenticity breeds credibility.

5. It delivers your message to a niche audience

The foundation of any successful marketing strategy revolves around understanding who your audience is. And today, many brands are still struggling to identify their audiences - especially the niche ones. Influencers can act as magnets of sorts, by gathering niche communities in one place, can significantly help brands learn about and appeal to smaller user groups. Additionally, these communities are inherently engaged based on their relationship with the influencer, so the ability to translate that exposure into conversions is exponentially greater.

6. They can start the conversation

Before any relationship can be built, in both business and life in general, one must first start the conversation. Influencers can build a relationship between your brand and its followers by starting that conversation for you. Nobody likes it when people talk about themselves, especially if it seems like they are gloating. So take the humble and flattering approach, and have someone else do it for you. Someone like influencer with established trust with your target audience? This is, of course, assuming they truly believe in your brand. But if so, this positive sentiment can generate a conversation around your brand and build a buzz for you.

Young influencer woman shooting video promoting product

7. Influencers can achieve high organic reach

According to TechCrunch: We all heard of Facebook's major algorithm change and how it's going to decrease brands' organic reach in favor of meaningful person-to-person interactions. Those working with social media influencers don't have to worry too much about the algorithm tweak, though. Since influencer content generates high engagement, it can help brands surface in the News Feed organically.

8. Influencers are expert communicators

Influencers have built their empire by living and breathing through social media. It's not just about 'branding' for many of them. It's a deeply personal lens into their lives and connections with others. As a result, they have a unique skill at communicating a brand’s vision and message on social media in ways that truly resonate with their followers. 

9. Influencers think outside the box. 

Today’s oversaturated marketplace has brought about an increased focus on novelty. It's one of the key characteristics of attracting attention on social media. Influencers understand this as well as anyone and work tirelessly to communicate in unique and creative ways with their audiences. It's how they got their following in the first place. Influencers are a proven asset for breaking through the noise with some clever messaging and creative content. In addition, working with an influencer talent agency provides a bridge to build relationships with and contract influencers.

brain animation on young influencer woman

10. Influencers are excellent value for money

In comparison to traditional advertising, collaborating with influencers generates excellent value for money when your aim is to connect with a target market. In many cases, influencer collaborations generate a substantial return on your original investment, especially when working with micro-influencers. There are a number of valuable influencer marketing statistics that exhibit their substantial value

11. And they convert leads

From the moment a consumer sees your product on an influencer’s page, they’re thinking about the product or service and what it would be like to have it in their life. Now that the product is top of mind, it’s much easier to convert the lead into a paying customer. 

12. They become brand advocates

One-off campaigns are great for raising brand awareness and generating interest, which we touched on above. But it’s when influencers become long-term brand advocates that you truly start to see the value in their work. As an influencer marketing agency, these relationships are crucial for keeping the conversation going around your brand.

Influencer man filming review video in his car

13. They improve your SEO

In the same way, influencers drive traffic to your website, online store and social media channels, they also help to improve your SEO and backlink profile. While it's true that social shares are not directly linked to Google’s ranking algorithm, blog links directing traffic to your website are extremely beneficial. 

14. They shift views of your brand in a positive direction

From Entrepreneur.com: A brand's goal is to establish a connection with consumers through creating a positive image. There isn't a more powerful way to improve a brand's image than influencer marketing, which is why so many large brands are spending an incredible amount of money to leverage the influencer to elevate their own image.

"Being in the business of reviewing consumer goods, it's very clear that brands leveraging influencer marketing are seen in a favorable light, in the event that a consumer was first introduced to the product through an influencer they trust," says Brian Lam, CEO of Trusted Beasts.

When an influencer genuinely loves your brand, it has a much larger impact on how they portray you within their content. Because their audience senses authentic love for your product or service, they typically follow suit and learn to love your brand as well.

15. Your competitors are already leveraging it

Whether you have embraced influencer marketing or not, your competition is already tapping into its enormous potential. According to a survey by Bloglovin', 63% of marketers increased their influencer marketing budgets in 2017, and last year saw an even bigger uptick. It's clear that a large number of businesses are already reaping the benefits of working with influencers.

 

FINAL THOUGHTS

It goes without saying that there are more than enough benefits of social media to make it worth your while. The benefits we covered in this article are just a few from the almost endless list of advantages that social media marketing can provide for your brand. As a reminder, our influencer marketing agency caters to all of our clients’ needs, we aren’t simply an influencer marketing company. So what are you waiting for?

 

 

READY TO GET STARTED WITH INFLUENCER MARKETING?

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