Everywhere you look people are online looking at their phones and interacting with different social platforms.
If you haven’t noticed we are surrounded by influencer marketing on all four sides.
We inhale and exhale influencer marketing constantly every day and still many of us are not fully aware of what it really is.
While the world is modernizing and the people’s voice growing, we have broken through into a new era of digital marketing, a more natural type of marketing done through influencers.
Influencer content may be framed as testimonial advertising where they play the role of a potential buyer themselves, or they may be third parties.
It identifies the individuals that have influence over potential buyers and orients marketing activities around these influencers.
“Marketing with influencers is turning influencers into advocates of the firm.”
Before we go into any details about this type of marketing, one should clearly know what it is.
What is influencer marketing?
This kind of marketing focuses on an individual, rather than large groups of consumers to advertising the brand’s message.
The individual here is referred as the ‘influencer’ who is hired to get out the word for your brand.
In this game of influencer marketing, these influencers may be the potential buyers themselves.
They usually play the roles of content writers, journalists, bloggers, CEO’s, creative people, advertisers or advisers.
They are connected to other people around them and are looked to for advice and opinions and are regarded as influential.
Content marketing and social media marketing are regarded as the two major forms of influencer marketing.
How does influence marketing work?
Nowadays, users give more reaction to ratings on social media or opinions of a person rather than believing in advertisements.
This is made the basis of influencer marketing where an influencer will write about the products in their personal and social channels.
People tend to believe what the influencers have to say about something, over the media.
Many marketing companies don’t even have influence marketing on their radar as it such a unique method of the product. In many cases, it’s out of their control as more of an individual voice takes hold rather than the standard static corporate ad.
Digital ads are not given the same interactive and emotional response by the consumer.
The feedback and ratings on social media about a particular brand or product also adds greatly to the product or brand being showcased and is the new product placement platform.
Why is influencer marketing now bigger than digital advertising? & How did that happen?
Trust and honesty is a very important factor in marketing.
We all know which media we trust and distrust and in most cases just simply by the subject header.
Traditional media is scrambled with misinformation and the general consumer would rather interact with their products or services of interest on a social level.
Consumers do not buy goods or services unless they are completely assured that the product or service is perfect for their needs in every way.
It is believed that if you influence the mind, you have the world in your hands and that’s what influencers are doing.
Influencers have built up relations in order to gain trust to become, influencers. Much commitment and nurturing have gone into building those connections.
When it comes to building up relations and creating a positive message around a specific brand that is where influencer marketing has a higher standard compared to digital advertisements.
Let’s throw light upon, Influencer marketing as ‘THE NEXT BIG THING.’
- As seen on: “Social Media”.
As the world has shifted to social media, consumers look upon at fellow consumers to inform their purchasing decisions.
Instead of looking at companies, as they did in the past, they now look at each other and at their favorite personalities, who are consolidating massive followings on YouTube, Instagram, Snapchat, Pinterest, LinkedIn, Twitter, Facebook, Google+ and other platforms.
The rise of the social media influencer has created a world of possibilities;
It has opened up a flood of new waterworks for brands to connect with consumers directly and on a larger scale through more organic natural marketing method of influence like a new age word of mouth.
- Provides a better description with an Interactive messaging platform. With each social media interaction or reaction, it promotes the possibility for hundreds of more people to view your message through the social connections in their network.
While digital ads are solely comprised of precise information about the goods, an influencer approach to the market has its own ways of attracting people with all the accurate description and information about the products and services in a more interactive, consumer arena, that has an organic life to the message.
Influencers are trusted to provide the updated details of the products or services they are dealing with and the message can also be slowly released over many days weeks or months.
It is considered the job of an influencer to gather up all the points about the marketing campaign and forward that message to the consumers.
To ensure this, the influencers are often paid for their job. If not paid, then they are provided with incentives by the company they are working for or in some cases sharing content with their readership for no other motive than to educate and to encourage interaction among the network.
Unlike digital ads most of the time influencers are “not selling anything” and are simply sharing information to create a more positive network of influence or to encourage participation and interaction on topics that can truly help. They might choose to follow up through other methods of communication like an email newsletter to promote products or services an advertising services.
When comparing social marketing to digital ads, I sort of side by side comparison, a static digital ad does not provide depth as they comprise of banners and poster type ads and do not have any opinion oriented objective.