Why Does Influencer Marketing Work?
Influencer marketing is all about promoting products and services through influential people who have the ability to affect consumers' decisions. We look at it as a more subtle and natural form of celebrity brand ambassadors. Influencer marketing has become a powerful advertising tool, but why does it work better than paid ads?
Disguised as Word of Mouth
Social media influencers are pseudo celebrities, but not in the traditional way. They are well known but consumers feel like they're real people, whereas celebrities are idolized. This makes it easier for people to trust influencers and genuinely take stock in their opinion. Word of mouth is much more effective than paid advertising because “marketing-induced consumer-to-consumer word of mouth generates more than twice the sales of paid advertising.”
Plain and simple, we become envious of luxurious lifestyles we see on social media. We want to be like the influencers and live their lifestyle... so we buy the things they have.
People seek out the content
The more frequently we are exposed to a brand, the more likely we are to remember it. The problem with this is that it becomes annoying to see commercials and ads when we are focused on something else. The perks of using influencers to promote your brand is that people actually want to hear what influencers have to say.
This goes for all social media marketing, but what makes it so different from traditional marketing is the ability to track results. If an influencer posts about your product or service, you can see exactly how many people engaged with the post, how many people saw the post, how many people clicked on the post, etc. If an influencer promotes a special discount code, you can track how many purchases resulted from their posts. This gives you the power to see exactly what is working and more importantly, what isn't working.
The world of influencer marketing online is relatively new but definitely booming. If you think influencer marketing could benefit your business, we can help!