One of the biggest marketing trends of the past decade, influencer marketing involves partnering with well-known online personalities who have sway over what people buy to promote products and services. Big and small brands alike have integrated influencer marketing as a central pillar of their digital promotion strategy, and 94% of marketers say that they find it to be an effective way of building brand awareness and driving sales.
Authenticity & The Art of Influencer Marketing
When asked by Linqia to identify the advantages of using influencers, a whopping 89% of marketers said that the top benefit was the creation of “authentic” content about their brand or product. This point about authenticity is central to the success of an influencer marketing strategy. Influencers are trusted by online audiences because they are perceived as authentic and credible, i.e. “they are just like me.” In fact, 30% of people are more likely to purchase a product based on a recommendation from a non-celebrity blogger versus just 3% if it was endorsed by a celebrity.
The Importance of Engagement Rates
Another major perk of influencer marketing is that it helps to encourage engagement around a brand or product. The engagement rate measures the level of interaction an influencer typically generates on their content, it can include post likes, comments, and shares. Outside of sales and traffic, this is perhaps the biggest success metric for online brands today. By creating top-quality content that is sure to drive interest and meaningful conversations among audiences, influencers help to build brand awareness and consideration among potential customers.
Micro or Macro?
If your organization decides to go down the influencer marketing route, one of the decisions you will need to make early on is whether you will partner with micro or macro influencers.
Typically boasting over one million followers, macro influencers are usually household names. Some examples include Kim Kardashian (122 million Instagram followers), Selena Gomez (144.5 million) and Cristiano Ronaldo (148.3 million). With their vast reach, these online mega-stars are an attractive prospect to advertisers and as such command high fees for their endorsements.
While micro-influencers have a much smaller reach (they usually have between 1000-999,999 followers), they can be a far more effective option for brands. Their followers tend to be more trusting and active, and this can result in a superior engagement rate compared to a campaign with macro influencers. In fact, you are 10 times more likely to get a like or comment using micro influencers on Instagram. Some examples of micro-influencers include industry experts, bloggers, and trusted sources.
Learn More About The Influencer Marketing Revolution
If you are interested in finding out more about how to leverage influencer marketing to promote your brand or product online, we recommend that you check out the below infographic from One Productions.