Here at Engage Hub, we place a huge importance on influencer marketing. We know from experience that using key social influencers is a fantastically effective way to help build/maintain a connection with you and your audience.
Right. So tell me, what actually is Influencer Marketing?
Don’t worry, it’s pretty straight forward really. It is a relatively new marketing concept that utilises the rising popularity of social media. It’s basically a form of marketing that focuses purely on using key individuals to drive a brands message to an audience.
So, these individuals – we’ll call them influencers from now on – have a number of traits to warrant their status as an influencer:
They all have a relatively large-scale audience that listens to them, values their opinions and choices, and make decisions based on these opinions and choices.
Social Chain notes that influencers can come in various shapes and sizes, such as journalists, industry experts, celebrities, academics etc. This completely depends on the industry and the audience of the brand.
Okay great, that’s all well and good, but what good are they for my brand?
Well, long before the days of social media, consumers always looked to fellow consumers when making their purchasing decisions. Traditional advertising has proven to be much less trusted than information you gain from a trusted source via word of mouth, so whether that be a friend, or someone you randomly overhear. Research by The Shelf, concluded 92% of consumers trust recommendations from other people — even if they don’t know them personally — over promotional content that come directly from brands. Word of mouth has always been the most trusted, organic and effective form of marketing for a brand, and it probably always will be.
With that being said, I think we’ve come to a conclusion. If by combining the most effective communication tool there is, word of mouth, on a social media platform via social influencers – who as we’ve already established have a large and loyal audience that values their opinions and choices – then you’re onto a winner, right?
Yeah, you’re right. Nowadays, audiences expect brands not to sell to them, but rather to entertain and inform them. They expect brands to talk ‘with’ them, as opposed to ‘at’ them.
With all this in mind then, let’s summarise.
It is clear that, in order to be successful and effective on Social Media, a brand should be aiming to strategically partner themselves with the right influencers, at the right time, in front of the right audience, in an attempt to spark an organic conversation. In doing so, brands show themselves to be more than just a name, they show they care about their audiences needs and gain the confidence of their consumers.