Marketing practices are changing every day. With the introduction of the internet, we can now see well-structured advertisements in different mediums. Influencer marketing on social media platforms is one of these advertisement forms. Today, new generation consumers believe in an influencer more than a commercial advertisement. And there are lots of reasons for it. Social media presence has become more important than ever. And you need to use different tools to increase your visibility across these new channels.
What Is Influencer Marketing?
In the simplest sense, influencer marketing is a form of social media marketing. In this type, brands choose influencers – popular individuals on social media – to create structured content. The influencer is selected for:
- Number of followers
- Content on the influencer accounts
- Brand’s marketing targets
- Brand’s target audience
- Whether a brand’s voice and influencer’s voice are aligned.
A good influencer marketing practice must follow these five elements. While the number of followers determines the reach of the structured content, the general content of the influencer account can provide a guideline for the brands.
The influencer selection process can be tricky. Since brands have little or no control over the other content of the influencer, this marketing practice has a high probability to backfire. If the influencer starts to share racist or other negative content, the brand can experience negative impact as well. Therefore, brands need to be extremely careful in the influencer selection process.
Why Influencer Marketing?
As we have expressed at the beginning of this article, the purchasing behaviours of the new generation are changing. Millennials and Gen Z trust to social media influencers more than commercial ads. A study by GlobalWebIndex published on E-Marketer shows that 22% of Gen Z and 20% of Millennials purchased a product based on an influencer post. Another study by Morning Consult shows that 50% of Gen Z and 52% of Millennials trust social media influencers in their purchasing decisions.
These numbers clearly indicate the rise of influencer marketing. Since Gen Z and Millennials will become the main consumers of the future, brands should focus on targeting the individuals in these age groups. And this means understanding the purchasing behaviours and shopping tendencies of these generations. Influencer marketing can greatly help brands to target these groups.
Boost Social Media Presence with Influencer Marketing
Today, many consumers make their purchasing decisions based on social media content. While traditional advertisement is still a common practice, digitalised life enables consumers to be subjected to a wide range of products and services. You can benefit from social media management tools to utilise the positive aspects of this world.
In this age, the social media presence of a brand is extremely important. In this sense, influencer marketing is an amazing tool to boost your social media presence. With a high number of followers of an influencer, the brand can reach a wider audience than it normally would fail to achieve. This can help to increase the overall brand interaction and as a result overall sale.
When brands combine their other marketing strategies with influencer marketing, the benefits will ultimately be higher. Correct structured content and correct influencer can significantly boost brand visibility. Also, the correct social media platform selection can further contribute to the success of the entire marketing campaign.