The 21st Century is fast becoming the century of the influencer, traditional marketing is changing, and the rise in popularity of social media has created a persona that audiences trust and idolise. A marketing dream!
If you are an individual with a substantial following on social platforms, you’re an influencer with the power to shape your audience’s purchasing decisions. Whether that be because of your extensive knowledge around specific subjects or the trust you’ve built with your following, what you promote is likely to be snapped up by your audience.
Marketers utilise the power of celebrities, industry experts, content creators, bloggers, vloggers and micro-influencers to sell their products and increase the exposure of their brand. There are several ways in which influencer marketing is used between brands and influencers, individually suited to fit the brand, influencer and audience to create the best results.
One of the most common examples of influencer marketing is sponsored content or #spon and #ad in the social media world. Sponsored content involves brands reaching out to influencers to collaborate and promote their business and product through their social media platform. Whether that is via a YouTube video, Instagram post or Snapchat story, in return for free product or payment. The brand will send the brief over to the influencer(s), the influencer will then create content based around the product or service, send back to the brand for proofing and then post to their platforms.
When following an influencer, it is also not unusual to see competitions and giveaways in collaboration with brands. Brands will again get in contact with relevant influencers and offer their product or service to give away to their followers, building the brands exposure and increasing engagement for the influencer — a win-win for both parties.
Having an influencer becomes the face of a brand is also becoming very common, disappearing are the days of big-shot celebrities and supermodels, and incoming are the ‘normal’ person for the average Joe and Jane to relate with. A successful example of this comes from L’Oreal and their collaboration with influencers to create a ‘Beauty Squad’. This squad features influencers from all platforms with a combined reach of 5 million active viewers. The partnership promotes awareness for both brand and influencer helping ‘real’ women using new L’Oreal products.
Influencer marketing doesn’t work for all businesses and budgets but is fast becoming one of social media marketing’s most tools.
Have you thought about influencer marketing for your business? Get in touch and let us know!
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