Instagram, Facebook, Twitter, TikTok: like it or not, these social media channels have become the new word of mouth. Social media marketing has become crucial for any brand’s success. But in these times, people increasingly rely on what’s familiar, and organic content can only go so far by reaching a small percentage of followers. As marketers must get creative to amplify brand awareness and build trust with consumers, paid marketing strategies are tapping into the potential of online content creators, otherwise known as “influencers.”
You’ve likely heard of the magic success of influencer marketing, but does it really work?
Influencers vs. Celebrities
There’s a big difference between social media influencers and traditional celebrity endorsements. While overlap exists, celebrity endorsements are more about name recognition, while influencer marketing is all about engagement. The expectations contrast as well: for Gen Z, influencers are more appealing than celebrities because influencer content is often more accessible and relatable to everyday people.
Influencers are perceived as authentic voices, so their followers tend to trust that influencer endorsements align with their personal ethos. To a young fan, an influencer recommendation is a powerful referral coming from someone they believe they can trust. Unlike celebrity affiliations, often thought of as contracted obligations, content creator affiliations carry more intimacy and weight with their supporters.
Driving Results
The makeup industry, for one, has found huge success working with beauty influencers. However, influencer marketing isn’t just for fashion and beauty products. Restaurants and retail can tap into the opportunity, too.
An article by QSR Magazine recognizes influencer marketing’s ability to build consumer trust: “Influencers tap into the changing way people consume content: digitally, and probably via mobile devices. They are getting information direct from sources they associate with-from the communities and networks they’ve nurtured on their own platforms.”
All industries are becoming aware of this potential for building brand advocacy. According to an Influencer Marketing Hub Survey, 63% of marketers intend to increase their influencer marketing budget in the next year.
Instagram posts and stories are the most popular methods of influencer marketing, followed by YouTube videos. However, creators on other platforms are not to be ignored—40% of Twitter users said they made a purchase as a result of a Tweet from an influencer. Even TikTok has creative and lucrative influencer opportunities.
If you’re still having trouble picturing what sponsored influencer content can look like, Hubspot compiled these 13 examples of successful influencer marketing campaigns across different platforms. Notably, Fiji Water partnered with bloggers to create Body Wore What, a campaign featuring workout videos that demonstrate Fiji’s dedication to keeping its customers hydrated.
The Best Approach
So, yes, influencer marketing is a lucrative opportunity. It’s built on an assumption of trust and authenticity, which goes a long way with young followers.
Even content creators with smaller followings (micro-influencers) have loyal, longstanding fanbases and can be viable advocates for your brand. When reaching out to an influencer, make sure their voice aligns with your brand messaging. Influencers are specialists in a niche. Does that niche fall under your target audience? Many recommend using one of many third-party networks, like Creator IQ or Tagger Media, to take care of the specifics and make this process smoother.
The most important thing to remember, however, is to approach influencers as respected connections. Online content creators have become popular because of their perceived authenticity, so make sure to treat them with respect and see them as valuable partners. If treated fairly, influencers can help you reach new audiences, build your brand, and generate sales.