Imagine this scenario: You see an advertisement for a brand where the company behind tries to get you to buy a particular product by telling you how good the product is.
So imagine this scenario instead: Your good friend or close family member tells you about this product and recommends it to you because it’s so good.
In which scenario is there the greatest chance that you buy the product?
Bingo! You will most likely choose to purchase the product that your friend or family has recommended to you.
Why? Because recommendations from people we trust are the strongest driving force in the buying process.
This phenomenon is known and used in marketing – and it is called influencer marketing.
WHAT IS INFLUENCER MARKETING?
Influencer marketing has become increasingly widespread, and is actually one of the major marketing trends here in 2019.
By influencer marketing one makes use of influencers. An influencer is a person who in one way or another is influential. It can be a celebrity, but it can also be a person with many followers on eg YouTube, Snapchat, Instagram or on a personal blog. The person thus has a great influence on the followers who follow the social media.
Influencers like these are used to spread the message and promote a company’s brand and / or product. It is the personal aspect that largely separates this kind of marketing from others, as the consumer buys himself into the person behind the influenza rather than the company that the product actually comes from.
The key is, therefore, that the company communicates its message through a particular person whom the consumer looks up to and trust – with the aim of positively affecting the company’s sales.
A good match between the company and the influencer’s personality and target group can, however, be a very effective form of marketing – and therefore this form also wins more and more.
WHY USE INFLUENCES MARKETING?
The average consumer is constantly exposed to advertisements and advertisements. In fact, so many that it can be difficult to find the head and tail of both the advertising content and the company behind the advertisement. The many ads are therefore also equal to falling confidence in advertising. And that is of course a problem for advertisers.
Indeed, trust is essential for marketing, and for the same reason, advertisers have had to resort to new ways of building trust in their target audience. And this is where the influencer marketing comes into the picture.
Instead, users have confidence in the people they look to and who they can identify with. When an influencer communicates on behalf of your company and recommends your product, the consumer will thus perceive it as a stamp of quality. In this way, you lend some of the confidence the consumer has to the influencer, and you can transfer this portion of trust to your own target group and potential customers.
Are there any disadvantages?
As with everything else, there are also some things you need to be aware of before you get into it.
First and foremost, you must bear in mind that it cannot be avoided that you lose some of the control over how your message is communicated. Make sure you have a clear agreement with your influencer about the content and choose an influencer whose words you can vouch for and complement your business best. After all, it is him or her who must represent your business.
In addition, keep your tongue straight in your mouth and have patience. Creating stronger relationships with your customers takes time. And just because you are not experiencing growth right away, do not jump from one influencer to the other – it has the opposite effect and will instead weaken the credibility you are trying to build.