Influencer marketing is a rising trend, as consumers “now look at each other and at their favorite personalities, who are consolidating massive followings on YouTube, Instagram, Snapchat, Pinterest, and other platforms” to inform purchasing decisions. Influencer marketing provides more opportunities and possibilities for brands to develop relationships, promote content and directly interact with consumers, and allow brands to strengthen messages whilst appealing to their target market. This post will outline three reasons why influencer marketing is proving to be “the next big thing in advertising.”
Firstly, influencer marketing is impactful. When influential people recommend products or services, it can increase the chances of people purchasing them. A study by McKinsey discovered that “marketing-induced consumer-to-consumer word of mouth generates more than twice the sales of paid advertising.” Additionally, it was also found that influencer marketing is “the fastest-growing online customer acquisition channel, beating organic search, paid search, and email marketing.”
Another benefit of influencer marketing for brands is that it has the ability to be analyzed for effectiveness. Websites, social media sites and a lot of other content posted online is able to be analysed for audience reach or brand impact. This provides meaningful insights about the target market and who to target using influencers, and also can evaluate the effectiveness of influencer marketing.
Influencer marketing has become one of the most effective ways to increase sales and improve advertising for brands. Through creating impact, improving search engine optimization, and its ability to be evaluated for effectiveness, influencer marketing has many benefits that brands should embrace to help enhance marketing strategies in a social media world.