The Year of the Influencer
Brands have discovered that while audiences today no longer connect with logos, they do connect with people. In fact, more and more brands have started to use influencers, people who can influence a brand’s target market, to not only sell products but to sell trust that ends up buying them loyalty. That’s why Business 2 Community is predicting that fifty percent of brands will be increasing their investment in influencer marketing this year.
Does my brand need a new approach?
Kelly Ehlers, founder and president of Ideas That Evoke, declared in Forbes that 2017 is the year of the influencer. Our increasingly digitized world has left consumers wanting a more personal touch from brands and influencer marketing strategies. This is especially true when one considers that audiences have shifted away from TV, radio and print media, and are now using YouTube, Facebook and Instagram. Influencer marketing on these platforms allows for brands to meet consumers where they are.
What type of influencer are you looking for?
When adopting an influencer marketing strategy for your brand, consider what kind of influencer you’re actually looking for. Are you looking for a brand ambassador, a contractually bound expert, a superstar or an up-and-comer in your market? Or are you looking for a micro-influencer, someone who talks up your brand to their 10,000 to 100,000 followers?
How can influencers help my campaign stand out?
Building an influencer name can be tough, especially in niche industries like fashion, makeup, fitness or food, where it’s difficult to get a foothold unless the influencer is already well-established in that field. That said, gaining that foothold is not impossible so long as the influencer has a unique perspective and is willing to dive into new, unchartered waters. Those unchartered waters may include using the “live” features on Facebook and Instagram instead of using a previously recorded video. Going live boosts the authenticity of an influencer and provides an instant connection to consumers.
The most important part of using influencer marketing is the opportunity it provides for better engagement. When the brand, through an influencer, interacts and engages with a consumer on a social platform, they begin a conversation that transforms a purchase into an experience, and that experience elevates the brand connection and grows brand loyalty.