In simple terms, the 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.
An age-old tactic, something long utilised by large brands; influencer marketing, utilising social channels like Instagram brings the power of ambassadors to far smaller companies as well as offering larger companies a new line of attack.
Who are the influencers?
In short, the influencers used by brands in these types of campaign have large, 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.
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 and how much engagement their posts receive. 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 Instagram. By keeping other marketing activity controlled, it is also relatively straightforward to measure the sales impact too.
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 without thorough planning and a clear direction to the campaign.
JC Social Media work alongside a specialist influencer marketing agency 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.
Think influencer marketing is the right choice for you? Let’s discuss your options.