How influencer marketing is redefining the digital advertising landscape


Everyone knows an ad when they watch one on their TV channels or now on their social media feed. However, we scroll or change channels when a commercial hits us. It’s mass reach, and we can’t avoid the power of it.

But what about advertisements around brands? Here’s the power of a well-designed influencer campaign.

Today, social media influencers are opinion makers, conversation makers, trendsetters – basically a select group of people with a common interest.

Most importantly, influencers are voices with ears. These influencers are experts in their niche or subject matter experts or just good content creators.

Their recommendations serve as social proof for brands thanks to the trust placed in them by the target audience.

Indispensable to brand marketing

Influencer marketing is often part of a larger marketing plan for brands, encompassing social media marketing and content marketing. Although influencer marketing has been around in one form or another for about half a century, the age of social media has led to its crystallization and amplification of its value for brands around the world.

Influencer marketing refers to a form of social media marketing, which relies on the recommendations and product mentions of individuals with high social media followers to get the brand’s message across and maximize its scope.

Influencer marketing in a marketing plan

The proliferation of social media platforms, changes in customer tastes and preferences, and declining consumer loyalty amid fierce competition have given influencer marketing a boost in recent years.

As more brands step up their digital marketing efforts, statistics indicate that they may be insufficient on their own to maximize reach.

A Google report reveals that 56% of paid digital ad impressions are missed, while a Sckream report points out that around 66% of customers are overwhelmed by online ads.

Influencer marketing is new-age marketing that overcomes digital advertising fatigue, lending authenticity to the brand’s message. It’s a valuable channel for creating ongoing conversations about brands on social media platforms by recognizing the power of social media presence.

The multiplier benefits of influencer marketing go beyond clicks and engagements to influence tangible business results, including attracting new customers, remarketing, cultivating a league of brand loyalists, and maximizing revenue. lifetime of customers.

A study by Tapinfluence-Nielsen Catalina Solutions found that influencer content outperforms traditional digital ads with an 11x higher ROI each year. According to a Twitter poll, nearly 40% of people agree to make purchases thanks to a tweet from an influencer.

Plan and measure influencer marketing efforts

The scope of influencer marketing is expanding to become a discipline in its own right. Implementing an influencer marketing campaign requires concerted strategy and planning.

Knowing your target audience and the message you want to get across is imperative from the start. Be clear about campaign goals, whether it’s brand awareness, starting a conversation, driving app installs, or increasing sales.

The next step is to identify and pre-select the appropriate influencers and categorize them according to their preferences and usefulness. Marketing platforms, networks, and even a simple Google search are great ways to research influencers.

Simply selecting influencers is not enough to get the right content

Content is at the heart of influencer marketing campaigns. But what is good content? Great content instantly strikes a chord with your target audience through immersive storytelling.

The content of influencer marketing campaigns should answer questions such as “What’s the story of your brand?” “” What is the designer’s unique perspective behind this? “

These experiences aligned with the brand message motivate customers to achieve key campaign goals. Additionally, optimized content distribution beyond social media channels such as print and TV ads, newsletters, etc. is a viable option for expanding the reach of the campaign.

To ensure the effectiveness of influencer marketing campaigns, it must take advantage of authentic and engaging content. In an age of fierce competition, differentiating and integrating influencer marketing strategy into the customer funnel is essential for gaining a competitive advantage.

Another important aspect concerns pricing. More and more marketers are speaking out more and more about the transparency of the pricing strategy in order to improve brand credibility.

Amid growing concerns about user privacy and copyright infringement, it is imperative to stay fully abreast of the legal framework and ensure that it is properly adhered to.

Role of technology

Emerging technologies, including Big Data, artificial intelligence, virtual reality, etc., are giving influencer marketing a new dimension. Today, brands have realized the difference between “just generating likes” or “producing genuine engagement”.

Data analytics helps marketers gain in-depth understanding of consumers’ personalities in real time, enabling campaigns to be optimized from the start. Automation also helps select the most suitable influencers from the bunch, ranking them based on their attributes, allowing marketers to make informed decisions.

Technology is therefore a catalyst for improving operational efficiency and improving the customer experience.

There are tools available that help you measure the particular influencer profile on different key metrics, and based on that, you can select influencers to measure or run a campaign after execution.

Go forward

With clients increasingly demanding in their choices and blurred lines between the different marketing disciplines, precise identification and selection of influencers and premium content are essential ingredients for its effectiveness.

Sorting these influencers according to their budget, content and return on investment carries weight in a context of personalization that is gaining ground. With the growing number of social media users, the emphasis on brand marketing as a corollary to influencing business results, and efforts to stand out from the clutter mean influencer marketing is here to stay.

(Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the views of YourStory.)


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