& Why it's a game-changer for brands
The term “Influencer Marketing” is thrown around so much these days, it almost qualifies as a buzzword. If you stick to traditional marketing strategies, it might be easy to dismiss the tactic as a short-lived trend, but marketers who’ve mastered it know it’s here to stay.
We’re on a mission to bring you the latest tips and tricks from the wide world of marketing, ads, and comms, which means a conversation about the rise of influencer marketing is overdue.
You’ve heard of it before, but what makes it so effective?
Here are a few ways to see how influencer marketing is such a game-changer for brands:
Influencer Marketing Grows a Local Audience
Reaching a new audience is a major hurdle for small businesses, but influencer marketing can effectively convince locals to support them – especially micro or local influencers, who have the potential to generate a significantly higher engagement rate than bigger accounts by leveraging a deep understanding of their target audience. Check out this blog to find ones in your area.
Influencer Marketing Makes People Pay Attention
Influencers are skilled at capturing Millennial and Gen Z audiences, 85% of whom are open-minded when it comes to learning about products on social media. People follow them for a reason, which makes their audience predisposed to hearing them out.
Influencer Marketing Has a High ROI
1 in 4 marketers already utilize influencer marketing, which makes sense considering the tactic has the 2nd highest ROI of any marketing trend (it’s 3 points behind short-form video content). The data backs up their value, and not everyone is taking advantage.
Influencer Marketing Builds Trust (More Than Family and Friends)
If you still operate on the belief that reviews from family and friends have the most impact on a potential purchase, you’re behind. The data has shifted, particularly with Gen Z: this group says that influencer recommendations are more important than ones from family and friends.
Influencer Marketing in Action: Dunkin’ Donuts Takeover
Dunkin’ Donuts’ agency Trilia used National Donut Day as an opportunity to engage influencers. They chose eight popular lifestyle creators from different cities to build up teaser content for the campaign on Snapchat. On the day itself, they ‘took over’ the company’s Snapchat channel, resulting in a campaign that lasted over 24 hours.
Learn more about this activation here.
Influencer Marketing Moving Forward
Millennials pioneered this strategy, but Gen Z will be the ones to lead the way. An interesting component here is that Gen Z is both the consumer and the influencer. Gen Z is more active than Millennials on social media, both posting and consuming more. This means they aren’t passive consumers – they want to define its evolution. The less rigid your digital marketing campaigns, the better. As influencer marketing evolves, it’ll be critical to find new and creative ways to loop these young people in and make them feel included in their own targeting.
It isn’t easy to learn the ropes of influencer marketing. Need some help getting the ball rolling? We’d love to explore what the rising tactic can do for your business.