Only 61% of digital marketers currently think their strategy is effective. Those strategies include everything from SEO to more traditional techniques that have been used by big brands for years. If that doesn’t tell you that the face (and future) of marketing is changing, nothing will.
Gone are the days when a few big companies had control over the world of marketing. Today, influencer marketing is becoming more relevant than ever, and it is shaping the way marketing will need to be approached in the future.
Why the sudden shift?
People are craving connection in this digital world. And, in many cases, influencers on social media seem like regular people. They aren’t celebrities who endorse products (or they don’t start out that way). So, people feel connected to them and can relate to them, making them easy to watch, follow, and listen to. The “ordinary” lives of influencers are shaping up to be the next big thing in the world of marketing.
So, how will this influence change how big companies continue to market themselves? How will it shift digital marketing, in general?
The Distrust of Traditional Media
One of the reasons why influencer marketing is becoming so popular is because people have become less trusting of traditional media. A study completed by MuseFund discovered that 92% of consumers put more trust in advertisements endorsed by an influencer than they do through traditional methods — even the same advertisements endorsed by celebrities.
If you have an ad blocker installed on your web browser, you know exactly what this means. People are tired of seeing advertisement after advertisement displayed to them through big businesses and wealthy celebrities.
All marketing professionals know that word-of-mouth advertising is one of the best tools in the business. Influencer marketing allows that to happen on a greater scale. If you own a business, connecting with an influencer can help to change the way people look at your brand so you’re viewed as more personal, more real, and more approachable.
Boosting Business Through Social Media
Influencers can be found on just about any social media platform from YouTube to Instagram, but that is something all influencers have in common: They use social media to further their own popularity.
Getting involved on social media should be a no-brainer for any business, especially if you have an e-commerce site that can easily allow people to visit you with just a click. Using social media for your brand can be done in a variety of effective ways, including:
- Paying for ads on Facebook, Instagram, and others
- Targeting specific audiences
- Posting relevant content
- Holding contests or giveaways
You can also connect with influencers who make sense for your brand. Influencers with a large social media following and a strong, trustworthy presence can convince a lot of their followers to try your product or visit your site if they believe in what you’re offering. Even one post or mention by an influencer could expose your brand to thousands of individuals in a matter of minutes.
So, though you should absolutely boost your business through your own social media outlets, don’t be afraid to reach out to some popular influencers on their platforms to develop a partnership, too.
Taking a Peek Behind the Curtain
We’ve talked a lot about the importance of social media when it comes to influencer marketing. But, it’s not enough for influencers (or any business) to make a Facebook or Instagram post simply promoting their product or service. Instead, influencers are using newer, more concise forms of social media to promote products. That includes platforms like TikTok and Snapchat. Traditionally transactional marketing will be replaced by relationship marketing, and one of the best ways to accomplish that for a business is to find influencers who are beneficial to a brand. If you are an influencer, making the right choices in the brands you support or represent is also important. You have to know both your audience and yourself.
When it comes to platforms like TikTok or SnapChat, influencers have only a few seconds to suggest a product, service, or brand. These platforms allow them to do so creatively. Many times, videos for platforms like these are recorded in an influencer’s home, giving viewers an inside look into their lives. While that might sound ‘unprofessional’ to a traditional digital marketer, it is exactly what people are looking for. It all goes back to that connection and relatability.
Because people are inundated with advertisements each day, seeing videos and photos posted by influencers helps them to feel like they’re having a conversation with someone about a product or service, rather than viewing an advertisement.
The desire for human connection will never go away. As technology continues to evolve and grow, it’s likely that desire will, too. So, influencers have the right idea in mind when it comes to letting people in, sharing information about their lives, and creating a conversational tone with what they’re creating online. That will only continue to grow in popularity and should be considered by businesses across the globe.