The Rise of Influencer Marketing
The world of influencer marketing has become the future of brand communications in recent years. This recent trend allows marketers to pay ‘real people’, instead of celebrities, to talk about their products and brand in their own way. This takes advantage of the established trust between the user and the influencer and allows marketers to access their large following. The user sees the recommendation of a product and is more likely to engage and act upon that recommendation, highlighting the opportunity for marketers to exploit this growing phenomenon.
Instagram, the most engaging social platform in 2019, with 93% of social influencer campaigns being placed on this platform, can be credited for the surge in influencer marketing. With over one billion active users, the social platform is an excellent way for businesses to access their target audience.
The option of ‘swipe up’ for users with more than 10,000 followers or affiliate link features on Instagram Stories, shows how they have catered for the world of the social influencer. This has even helped some businesses sky-rocket their sales overnight, highlighting just how powerful it can be, if utilised effectively.
Sourcing a social influencer with thousands of followers may sound like a good idea, but when this results in lost trust between the user and influencer, it can lead to a negative outcome for both parties.
This is due to users feeling more inclined to engage with content that is authentic and high-quality, with 37% of users stating that this would cancel out the fact that the post was sponsored when looking to convert. These users look up to honest, genuine and unique influencers due to the established trust between them.
This authenticity should be fed through companies marketing campaigns, ensuring that they’re only reaching out to influencers that are relevant and genuine to their brand. A relationship between the brand and influencer should be established, and nurtured, to further strengthen the authenticity of their social campaigns, as consumers will be more likely to engage with a brand that the influencer genuinely likes.
More Measurable ROI
Before the year of 2019, marketers were challenged with the impossible task of working out their return on investment of their influencer campaigns, with the majority of companies only using engagement rate to measure the success.
However, new development on ROI has allowed brands to view and measure their campaigns more accurately. Affiliate link tracking, cost per engagement, engagement rate and word of mouth are a few of the ROI metrics that have changed the way marketers can track and analyse the success of their social campaigns. These metrics can provide more insight into what works for their target market so that brands can learn from them and optimise their future strategies.
Negative Side of Influencer Marketing
However, influencer marketing has come under scrutiny and into the limelight for the wrong reasons due to unstated ad posts and influencer scandals. Brands that are associated with these influencers can then be negatively impacted by the actions of an influencer which are completely out of their control.
For example, Mrs Hinch, a cleaning influencer with 2.5 million Instagram followers, was investigated regarding the labelling of her Flash and Febreze product ad posts. This negative press could then be passed onto Flash and Febreze as users may lose trust with the partnership and therefore not follow the recommendation of purchasing their products. This would negatively impact the business, and they would be in a worse-off position than if they hadn’t collaborated at all.
Influencer marketing is just one aspect that should make up your digital marketing strategy. Here at Ducard, we are experts in social media, SEO, and content creation. For more information on the services we provide, get in touch with us today.