As the world has shifted to social media, consumers look at fellow consumers to inform their purchasing decisions. Instead of looking at companies, as they did in the past, they now look at each other and at their favorite personalities, who are consolidating massive followings on YouTube, Instagram, Snapchat, Pinterest, and other platforms.
For these reasons, many believe influencer marketing to be the next big thing in advertising.
For the visionary marketer, the rise of the social media influencer creates a world of possibilities. It opens up a new channel for brands to connect with consumers more directly, more organically, and at scale. By creating branded content with social media influencers, brands can amplify their message while seducing their target audience.
However, influencer marketing is still new. Many marketers are still hesitant, at the risk of being left behind by the growing cohort of marketers that are embracing this new channel. In this article, we outline the 10 reasons why you need to launch an influencer marketing campaign today.
1. It’s Powerful
There are few things that drive a sale more effectively than a warm word-of-mouth recommendation. A study by McKinsey found that “marketing-induced consumer-to-consumer word of mouth generates more than twice the sales of paid advertising.” And of those that were acquired through word-of-mouth had a 37 percent higher retention rate.
Influencer marketing presents a glaring opportunity for brands to leverage the power of word-of-mouth at scale through personalities that consumers already follow and admire.
2. It’s Social
It’s no secret – the world has shifted to social media. It’s time for your business to follow suit. A new report from Salesforce found that 70 percent of brands are increasing their social media spend this coming year.
Social media isn’t just an alternative to traditional media—it’s turning the traditional model on its head. Traditionally, consumers made purchasing decisions based on the advertisements that they saw or heard. Today, it’s easier to connect with other consumers via social media and make better purchasing decisions by learning about their experiences with a product or service.
People expect brands to talk with them rather than at them. They no longer expect brands to sell to them, but to entertain and inform them. In this new paradigm, influencers are a force to be reckoned with. Brands can strategically partner with the right personalities to spark organic conversations and seduce their followers.
3. It’s Sexy
When 50 influencers posted an Instagram picture of themselves wearing the same Lord & Taylor dress, on the same day, they told the Instagram fashion niche that the dress was a must-have article to be in the in-crowd. The dress sold out the following weekend.