Before the world of the online influencers, purchasing products through recommendations from friends and family that you have physically been in contact with was the norm, but with the evolution of the internet and social media, purchasing habits have shifted from offline to online. As a result, product recommendations are shared all over the globe, allowing people to influence those that they have never even met before, but who still share similar tastes.
Why is influencer marketing so effective?
Influencer marketing is a great way for you to increase brand awareness, drive traffic and get your message across to a certain audience. Influencers can help bring a personal, relatable touch to your brand, as their followers are often seen as like-minded people who are more aligned with the influencer than they are with a brand at any given time. Because of this, there is an element of trust as the influencer essentially humanises the brand.
As consumers are now more commercially astute and can make informed decisions about whether a product is worth its weight, recommendations from people they trust is a powerful way to increase traffic and impact purchase decisions. Because of this more subtle way of advertising, around 71% of consumers admit that they would buy something based on referrals from influencers on social media.
Ultimately, brands hope to use influencers to reach a bigger audience that traditional advertising can’t reach. Influencers’ social media followings can tap into niche audiences, but the most crucial point is in the way that they reach their respective followers.
Although there are many brands who have fully taken on the influencer marketing strategy, there are still brands out there that are reluctant to try this as they believe they have a great modern communication strategy that doesn’t require influencer work. But one of the big benefits of working with influencers is that campaigns with influencers often see an increased engagement rate. They are more likely to drive a higher return on investment as 80% of marketers find influencer marketing very effective, with 89% believing that ROI from influencer marketing can be on par or even fare better than other forms of marketing. If you’re trying to reach those niche target audiences, micro-influencers in particular can help with this, as 82% of consumers said they were highly likely to follow a micro-influencer recommendation on a product or service.
In addition, 71% of marketers believe that the quality of customer coming from influencer marketing are better quality than from other forms of marketing. Engagement is more important than follower count, as it shows how many people are interacting with the content. Many influencers build up a relationship with consumers over years, and to maintain an engaged audience they need to maintain that trust by remaining authentic and true to themselves.
Do it right and invest time
More businesses are looking to adapt to new marketing strategies which now involves social media and influencer marketing in order to get their messages across and increase brand awareness. Brands are spending more time and money on influencers with the influencer marketing industry set to reach $10 billion by 2020. But it’s important to give it time to work. Influencer marketing is an investment and you need to allocate good time to make sure that you select the right person to promote your brand.
SOURCES: Media Kix, Vivipins, Hubspot
If you’re interested in learning more about influencer marketing for your food or drink brand, please email firstname.lastname@example.org for more information on how our Elevation Marketing programme for SME’s in the food and drink industry could help you!