3 Reasons Why Influencer Marketing Still Works
Let's be clear at the beginning: it's not like influencer marketing has ever stopped working or will ever stop, but at some points, it could seem that the place of influencers is being taken by content creators and even celebrities. Each of them has their own advantages, and cooperation with each of them brings certain results. Who is the smartest to hire will depend solely on the needs and goals of your brand. Influencers are trusted - and that is a fact. It is also a fact that people really spend a lot of time on social networks (where influencers "live"), not only for the sake of "killing time" but also for the sake of information, and almost even for shopping. Take advantage of it!
Users identify with influencers
Each of us likes to follow beautiful content, aesthetic photos, and videos, but each of us also knows how to distinguish between what is real and what is just created to look beautiful and "Instagram-worthy". Content that we will really engage with identifies something more real and shows snippets from real life, which is exactly what the influencer's specialty is. Yes, we are talking about advertising, but yes, they will present your product in such a way that the advertisement looks "native"; they will present it in the spirit of who they are and in a way that they know their followers will like. In this regard, it is not only important to choose influencers according to the values of the brand and the product you want to promote, but also to give them the freedom to do so without damaging their credibility or the trust of their audience.
Influencers can deliver a higher return on investment (ROI)
Compared to, for example, famous people, hiring influencers can be much more profitable, and the lower costs of cooperation are also influenced by the fact that influencers mostly work independently, so there will be no need to pay additional agencies or representatives. Whenever possible, let your cooperation with influencers be long-term. The more they like the product you hire them to promote, the more sincere and perhaps even spontaneously long-term their recommendations will be. The audience will trust them, they will ask about the details, and you also get bonus points if you jointly create a promo code for discounts when shopping. In this way, you can measure the results of cooperation, which, thanks to concrete statistics, are much more tangible compared to the results of traditional advertising (for example, a billboard). And here it is important to emphasize that it is necessary to find an influencer who is a "perfect match" for your brand because that is the key to building trust and achieving the desired results. And don't let the numbers fool you—sometimes micro-influencers will perform better than macro-influencers simply because they are more connected to their smaller group of followers. Statistics of a few of the best. In this way, you will get a more realistic picture on the basis of which you will evaluate who is the best to cooperate with and what kind of results you can expect.
Influencers build more authentic relationships with diverse audiences
You should choose the influencers with whom you will cooperate based on their authenticity - each of them has their own style of communication, their audience belonging to certain demographic groups and interests, and there is no doubt that with careful analysis you will succeed in finding the person who will best fit your requirements. I will emphasize: give the influencers the freedom to present the story in their way, personally, authentically, and creatively - just the way their followers are used to. The audience, especially the younger ones, will easily recognize when something is unnatural and artificial, and not only the influencer will get a damaged reputation, but also your brand. Have confidence in your collaborators!
Text written for the Marketing mreža website by: Anja Petrović, Influencer Marketing & Community Manager, smartpoint adria
Photo: Unsplash