This Is 2019: the Age of the Influencer
Businesses like ours build audiences through advertising. But with ad blockers constantly filtering out even the best campaigns these days, it’s difficult to connect with an audience—let alone hold their attention. That’s where influencer marketing strategy comes into play.
Social mavens have been cropping up online across all industries since the advent of social media. In the past five years, their (dare I say) influence over the flow of industry has seen the market for “influencer marketing” grow into a $10 billion industry.
Should you be spending some of your marketing budget on an influencer strategy? What kind of benefits could influencer bring your way?
Defining Influencer Marketing
Influencers are, most of the time, popular people on social media. They earn their names from their social power: these are people who, thanks to social credibility, can influence the purchasing decisions of their audiences. They may reside in a position of power, knowledge, or have such a compelling relationship with their audience that the consumers in that audience feel safe taking their advice on purchases.
But influencers are essentially marketing experts. While not all of them will have the same amount of experience as someone in your industry, influencers have to grind like anyone else. They have to build a reputation online, maintain that reputation, and capitalize on it. If that doesn’t sound like marketing, I don’t know what does.
Types of Social Influence
There are several different types of influencers marketing operating online today. They include:
- Mega-influencers: Do you want a celebrity or social media star repping your latest project? If so, then you’ll want to work with a mega-influencer, an influencer with over a million followers. Think Binging with Babish’s Andrew Rea or celebrities like Selena Gomez.
- Macro-influencers: Think some of the bigger stars on YouTube or Instagram models. Macro-influencers have faces that you may be familiar with. They’re wildly popular within their niches and can have up to a million followers on social media.
- Micro-influencers: If you want to hire on a larger stable of influencers for lower costs, you’ll want to work with micro-influencer marketing. Audible partnered with micro-influencer, Jesse Driftwood, to great success in this regard.
- Local influencers: This is your everyday, average Joe consumer. In addition, they’re inexpensive to hire and can spread the word about your business through all their available channels, be that on social media or through their groups of friends.
The Benefits of an Influencer Strategy
Beyond social outreach, what benefits can an influencer bring to your next marketing campaign?
- Additional creativity: Influencers have to be creative, and they’ll be able to provide your marketing team with new skills to boost your advertisements’ appeal.
- Unwavering professionalism: When you have to build your own success, you learn how to stay calm under pressure.
- New perspectives: Influencers work with a fluctuating audience that thrives on change. Basically, they know how to keep their material fresh while respecting their older work, and they can bring that awareness to your business.
Beyond even that, influencers don’t get stuck behind ad blockers. They’ll be able to spread the word about your product to new and interested audiences with ease.
Want to start growing your consumer base? Then partner with an influencer and watch them change the marketing game.
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