Digital Marketing is a field that is constantly shifting to suit marketers needs. One trend that has becoming increasingly popular is the use of influencer marketing. Many companies are turning to influencers to build their brand and increase awareness on different social media platforms. Companies and marketers have turned to influencer marketing as their main way of marketing or at least as a supplement to their digital marketing. There are many reasons why a company would contract influencers but aa big reason would be that it is a cheaper substitute to celebrity endorsements. We all know the big brands that hire well known celebrities to endorse their brand, Nike, Coke and Chanel to name a few. Influencer marketing has relatively the same effect but on a smaller scale. Instead of paying through the nose, influencer marketing allows companies to obtain well known personalities in their specific field and use them to increase awareness and popularity of their products.
Influencers can be used in many industries, especially industries where the key demographic is millennials. Millennials are constantly looking on social media whether it be Facebook, Instagram or Snapchat. 88% of millennials get their news from Facebook, followed by YouTube and then Instagram. Influencers not only benefit brands by posting on their social media pages but they could also increase awareness or sales of a brand by promoting on their own website or social media pages. This could increase awareness of a product or brand by more than just your company’s social media pages and could reach a whole new set of followers.
I have seen many articles in the past of companies choosing to stick with larger celebrity endorsements or pricier marketing promotions because they have the money. In my opinion, no matter the size of your business, you can always gain more awareness and following from contracting an influencer. I have worked personally with a brand and looked into different influencers within that market segment. Many times it is best to look at Influencers or pages on social media that share followers with your company’s social media pages. This way you are trying to capture an audience that already has an interest in your products. Another insight that Ive made over the years is that, especially on Instagram it is difficult to right a long caption or relay a message within the parameters of the platform. A usual idea for companies would be to have your influencer attach a link that takes the consumer to the company’s website or an external page where the influencer can have more room to talk about the brand.
The bottom line is the influencer marketing works. Whether your going for a simple message from a influencer or your looking for a long tern relationship with a Instagram page, they help to create awareness and popularity of a brand and is an excellent marketing tool for any size business.