The marketing world is evolving, and so are methods for capturing an audience's attention. Today, most people ignore traditional marketing methods like commercials and billboards. So more and more people are spending time on social media and influencer marketing is rising steadily. As a result, brands are realizing the true potential of this marketing style and how it's affecting consumer behavior.
What is an Influencer?
Influencer marketing has been around forever, but it became popular a decade ago through social media. The modern definition of an influencer is someone who works in a specific niche and has a strong impact on the purchase decisions of others. They’re typically hailed as “experts” in topics like health, fashion, yoga, or food.
Macro and Mega Influencers
Macro and Mega influencers include celebrities like Kylie Jenner, Justin Bieber, and Ariana Grande. Large brands use macro influencers for more visibility and awareness. In this scenario, companies have a lot of control over what is posted and said about their product.
Micro influencers are smaller, more approachable accounts that still have a considerable number of followers. Lately, brands are reaching out to micro influencers more because they’re seem to be more authentic. Also, they have proved to have better audience engagement and a fairly high ROI.
These individuals usually have less than 1,000 followers and have strong influence within their community. They’re the most relatable of the bunch and, like micro influencers, also have a high level of engagement with their followers.
Making Brands Appear Human
Companies must relinquish some creative direction when they rely on micro and nano influencers. These individuals use their own voices and personalities to make brands appear "human." This contributes to the honesty and relatable factors that influencer marketing is all about.
However, this industry may turn out to be more misleading than genuine. Accounts must to put #ad or #sponsored in the captions of their posts if they're promoting certain products. If they're not careful, influencers could lose some loyal followers that feel like they're being excessively advertised to.
Influencer Marketing and Consumer Behavior
According to the latest Deloitte Global Millennial Survey, Millennials have different values than other generations. They prioritize experiences like travel over traditional ideas of success, are spending their money with companies that align with their values, and are untrustworthy of blatant advertising. Also, they're very aware that celebrity endorsements are hardly, if ever, authentic. More and more businesses are investing in this industry to skyrocket their engagement and reach audiences they never would have been able to reach on their own.
Below are some successful campaigns that benefitted from influencer marketing.
Nike is one of the top performing brands in the industry. In 2018, they used the Colin Kaepernick controversy to their advantage and weren’t afraid to show the less polished side of the brand. In their case, the backlash helped them stay relevant.
Apple capitalized on FOMO (Fear of Missing Out) by partnering with YouTube to create "unboxing videos," which gave influencers that were fans of the brand access to products before they even came out. This drove a huge wave of attention to the latest product as soon as it came out.
DD launched a campaign on National Donut Day and allowed eight different users to take over their Snapchat account and post their own content. This way, they expanded their audience and gained thousands of followers that they wouldn’t have been able to reach organically on their own.
Embracing the Shift
According to Business Insider Intelligence, influencer marketing ad spend will reach $10 billion by 2022. There’s no doubt that as this industry progresses, it will become more and more difficult to appear “authentic.” Brands have to continually rework their strategies to stand out in the crowd and work with the values of their audience.
At energyhill, we know how important it is to tell your story, not just your mission statement. We'll help you discover what makes your brand unique and do the research so that you better understand your audience and their wants. Contact us to start your campaign today and experience organic growth.
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