Unless you’ve been living under a rock for the past couple of years, you’re probably well aware of the impact influencer marketing is having upon the wider digital landscape. Once considered a risky and faddish advertising strategy, businesses around the globe are now using influencers to increase brand awareness and significantly improve their profits.
As with any popular marketing trend, however, a number of unhelpful myths and misconceptions have started to build up around the use of influencers. Fortunately, we are here to debunk a few myths and reassure businesses that this cutting-edge marketing strategy will help your business grow.
There is no evidence that businesses using influencer marketing plan on stopping any time soon. In fact, consumers are spending more time on social media than ever before, meaning there has never been a better time to start reaching them via influencers.
Some brand managers believe they can save money by working directly with influencers. What most do not realise, however, is that successfully organising an influencer campaign can take up significant amounts of time and requires a great deal of specialist expertise. To deliver results, marketing professionals will need to learn everything from what kind of influencing strategies work for specific demographics to practical details about the legal regulations affecting influencers. They will also need to spend time building relationships with a number of influencers. Enlisting help from an agency is by far the most cost-effective option for most businesses.
It is easy for outsiders to assume that influencers are motivated purely by profit. In reality, however, most feel strongly connected to their fans and will only work with businesses that they feel represent the needs and desires of their audiences. The relationship built up between influencers and audience members tends to be one of trust, after all.
It is all too easy to assume that the more followers a person has, the more effective they will be at marketing your goods and services. When you take into account factors such as engagement rates and audience relevance, however, this turns out not to be the case. Influencers often add that personalised touch that makes potential customers feel valued.