Every renowned company has a celebrity as the face of its brand. While many enterprises still use that marketing strategy, there’s a shift happening in the industry.
Getting a superstar to endorse a product on social media can work, but success comes with a very high price tag. It’s an option that may not be viable to most corporations.
However, marketers understand that having someone people trust to speak about their brand works more effectively than their corporate ad. They looked for a similar but inexpensive approach. Influencer marketing became the new trend in the digital world.
Instagram is the channel of choice for marketers because that’s where these influencers prevail with hordes of loyal followers. Let’s explore how the latter is changing the digital marketing industry.
A Broad Reach
Most of the major influencers on Instagram command a large, loyal following. Some may have millions of followers.
Brands gain access to a new audience they wouldn’t have had before collaborating with these individuals.
Excellent Visual Content
Instagram influencers are brilliant at creating captivating content, such as videos, due to their experience and the sophisticated tools at their disposal.
For instance, they can make a perfect visual in a few seconds using a smooth skin video editing app.
Built-in Trust Element
Influencers gain their fans’ trust because of the content they regularly share on the social media platform. A Google study shows that over 70% of teens relate more to top YouTube stars than celebrities.
This result is a vital factor that brands seek to leverage when hiring a persuader. The influencer can get the company’s message through to their audience more effectively than a corporate ad.
More importantly, it’s very likely their followers will act on a suggestion because of the trust element.
Traditional online promotion tools such as banner ads and Google Adwords have a minimal effect nowadays. Most users don’t notice or pay attention to the digital posters on webpages.
However, followers regularly engage with an influencer’s posts because of the direct communication. Through social persuasion, brands can interact with their prospects and gain invaluable real-time feedback.
The opportunity to have a genuine conversation with potential customers and gain insights is priceless for businesses.
The benefit of having the influencer create the content is that it comes from an individual and not a corporation. Consumers respond to these communications more than an ad they come across.
The information also resonates better with the influencer’s followers because it’s consistent with previous posts. The persuader knows the kind of messages their audience appreciates.
Influencers won’t endorse a brand unless they believe in it. Promoting a product for the sake of money will affect their credibility and their followers’ trust.
Overcoming Ad Overload
Every time consumers go on social media, they face a barrage of ads in various forms, such as pop-ups. For instance, promos that interrupt YouTube videos. Most people shut out these annoying adverts without taking a few seconds to look at them.
Technology that blocks advertisements is increasing in popularity. Ad-blockers hurt marketing efforts because they allow users to bypass commercials.
On the other hand, people welcome and even look forward to an influencer’s post because they know there’ll be something of value. By partnering with these persuasive individuals, brands need not worry about creating ads that few people will see. Their message can reach audiences directly.
Influencer Marketing is Here to Stay
Until brands develop another unique method of reaching their target audience, marketers will continue to collaborate with influencers. After all, why change something that’s working well?