The primary goal of marketing activity is to influence an audience. What this influence looks like depends on the brand, the target audience and exactly what the brand wants that audience to do. Brands attempt to reach, engage with and, ultimately, influence their audience in numerous ways, just as they’ve done for decades.
The truth is that today’s society is less easily influenced by traditional marketing efforts. Studies show that younger generations have developed a so-called ‘blindness’ to advertising so brands must think innovatively about their marketing strategy. Influencers act in a similar way to brand ambassadors, whereby a trusted individual amongst a certain target audience directly or indirectly promotes a brand or product to that audience.
There’s nothing new about using influential individuals to represent your brand but social media has given birth to thousands of potential avenues to market your brand through influencers.
Influencer marketing, utilising social channels like Instagram and YouTube brings the power of ambassadors to far smaller companies as well as offering larger companies a new line of attack.
Influencer marketing agency
Influencer marketing should play an integral role in the promotional activity of certain brands but knowing exactly where to start and how to structure an effective campaign is tricky. Influencer marketing can also be extremely costly so it is crucial that it is executed with a defined strategy.
JC Social Media work alongside a range of influencers to deliver clients a cohesive social campaign to generate positive return on investment. Influencer marketing has shown to be one of the most effective forms of digital marketing for certain brands and when backed up with a strong social presence and branding, the results are compounded.
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Who are the influencers?
Influencers used by brands in their online campaigns tend to have large and loyal social media followings. In combination with a brand’s own social media influence, leveraging third-party influencers helps them reach new audiences and achieve a new level of brand trust and endorsement.
Some influencers have a significant number of followers on one or several social networks or they may have a widely read blog. Blogger outreach is perfect for less visually-engaging products or those that need more technical explanation.
So how does it work?
Essentially, brands pay for an endorsement from these influential accounts. The rate per post depends on how many followers the influencer has, how much engagement their posts receive and in which sector they’re in. Exactly when and how an influencer posts depends on the brand and the aim of the campaign. This is where an influencer agency helps you generate maximum return.
What makes influencer marketing so effective?
For established brands looking to reach new audiences or (re)build trust; third-party endorsement is a crucial element of social advertising. For new brands, influencers help them reach tens of thousands of accounts they’d take years to reach through their own endeavours.
The success of influencer marketing is generally measured through reach and engagement over the chosen network, say, Instagram. By keeping other marketing activity controlled, it is relatively straightforward to measure the sales impact.
Does size matter?
Your influencers don’t need to have millions of followers to be effective. In fact, the most important metric is engagement. Some influencers have only several thousand followers but enjoy super high engagement rates and their audience may be incredibly niche and valuable.
Effective influencer campaigns tend to utilise a range of influencers with a complementary audience size and demographics.