As a form of marketing with a very direct approach, influencer marketing is still as popular today as it was years ago. While it might be dated, brands continue to work with various influencers, celebrities and social personalities that can help the business reach out and interact with their target audience.
The main reason why it’s still a popular form of marketing is because of the results it can produce. In fact, this is one marketing trend that has shown consistent growth and strength with each passing year. If you still think that influencer marketing is not as effective today as it was in the past, you should take a look at the following factors:
1. More Power Over Buyer Behavior
Influencers have a bigger impact over buyers than ever before. Many have a follower count that goes up to millions and a positive or negative word from them can truly make a marked difference. Some celebs such as Rihanna and Kylie Jenner or even Chrissy Teigen can even express dissatisfaction with certain products and their followers will also follow suit.
When the new Snapchat update was launched, not only were the general users angry, but Kylie Jenner also stated that she no longer uses it. Snapchat’s stock went down by 6.1%. Additionally, a controversial ad about Rihanna also caused Snapchat stocks to plummet by 5%, and when Chrissy Teigen said she no longer wants to use the platform, Snapchat’s stocks took another hit. In total, three tweets cost the company a loss of billions in value, revenue and market exposure.
2. They’re Where the Buyers Are
The number of users on social media platforms is constantly growing every single day. On a global level, there are millions of active users on Facebook, Instagram, Twitter, YouTube, and even Snapchat. Even if a business has a website, it is necessary for them to tap into these social media platforms to connect to their buyers.
Instead of having to start completely from ground zero, businesses can just work with the right influencers that cater to their target audience. It’s a win-win scenario because all parties get to benefit here. Additionally, not all users are willing to follow a business, but they are very willing to follow, like and buy when interacting with influencer accounts.
3. Imitation is the Biggest Form of Flattery
Many people who follow influencers are very eager to emulate their favorite celebs. If they are seen wearing or promoting something, others will follow as well. In fact, this was the major reason why all influencers are now required to post with #ad so that their followers know that the post is a paid promotion.
Additionally, even with the hashtag, there are plenty of people who find a product appealing enough to buy it. When you’re trying to prompt people to buy through influencer marketing, always make sure that you’re picking the right ones so that you get the best benefits when you are working with them.
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