In the previous years, the importance of influencer marketing has grown exponentially. According to B2C, 93% of marketers have implemented influencers into their core marketing strategy. From a hesitant approach in brand strategies to brand’s imperative need to build a network of influencers in order to market, in just a few years it has taken the world by storm; as we enter 2020, it’s important to highlight why influencer marketing is extremely necessary in order for a brand to succeed and why you just can’t afford to skip it.
In this digitally driven world, running a successful campaign is quite hard without leading, authentic influencers. Influencer Marketing Hub stated that 82% of consumers saying they were very likely to act on the recommendation of an influencer they follow. Meaning without a middle man to give that validation of a product to a consumer, the chances of a campaign following through starts to slim. Investing in influencer marketing can be extremely beneficial to both parties— improving brand awareness, reaching your target audience, and immense reach while influencers reap the rewards of more exposure, financial compensation, and the ability to test out products/services they are genuinely interested in.
Influencers are often the driving force behind new trends; according to Linqia, 57% of marketers say influencer content outperforms their own brand content. When a brand chooses niche influencers that directly represents the audience they want to target, they make sure to align an influencer’s and the brand’s core values.
Creating this personal connection, Smart Brief stated that 50% of consumers saying they consider the influencers they follow to be an extension of their circle of friends. 70% of consumers say they trust the opinions of influencers as much or more than their real-world friends, while 78% said they trust influencer opinions more than traditional ads, and more than half said they consider the influencers they follow to be an extension of their circle of friends. This personal, trusted connection influencers cultivate with their audiences is vital as brands aim to achieve an authentic relationship among their community— creating a high engagement with all three parties.
According to Rakuten, 87% were inspired by an influencer to make a purchase. By creating real value from the content an influencer creates for the consumer, a brand needs to be dedicated to investing in diversifying their reach and build a long-standing relationship with influencers; and inevitably, seeing them as an extension of a brand’s voice. This foundation is imperative as we move into 2020 as transparency will become extremely important for consumers— moving beyond the superficial, honesty and organic content is valued heavily.
Change comes quickly with social media and brands have to be on top of how they understand and adapt to it. Influencer marketing via social media reigns as the fastest growing industry as a marketing strategy for brands to invest in their marketing strategy budgets and it incredible to see. Using influencers to create content for you, while effectively capturing the brand’s voice, is a major key in a world where content consumption is at an all time high. The next era of digital presence is crucial for brands and how they choose to implement influencer marketing; it’s your choice to get on the right side of marketing history.