Marketing can even drive the most sensational entrepreneur up the wall. Branding, finding the right platforms, strategies to play, to speak a language of your audience, target customers- Hell yeah! That makes marketing a real challenge. There are no constant methodologies in marketing to achieve your entire business goal. Indeed, it is fair to give credits to one such newest marketing trend – Influencer Marketing. Don’t expect the trend to stop anytime soon. Since they have become the driving force of many brands out here in Digital Media.
What is Influencer Marketing?
To put it simply, Influencer Marketing is a content-driven campaign usually hosted with the collaboration between the influencers and brand. Technically, they are the combination of old and new marketing tools, up scaling them with the celebrity endorsement. It involves any brand
that organically promotes their product or service. The target market is widened; with the high reputations and social followings, the influencers sway over your audience to sell the products. Generally, the influencers run a testimonial campaign where they represent and be part of the brand. They talk or write like a buyer about the features and the uniqueness of the product.
For example, Shutupandgo, a travel blog started by a young couple Damon and Jo, who travel around the world, documented their journey and published it on their YouTube Channel. Since they are budgeted and scrappy, they looked more appealing to the audience. After they set a
strong audience base, the top brands like Toyota, Greyhound and MTV have collaborated with them as influencers and pay them to promote their products organically.
History of Influencer Marketing:
Influencer marketing may be the trend right now, but the history goes far behind just when marketing became an integral part of business. We all know Fatty Arbuckle, an American silent film actor who agreed to be the influencer of the Turkish Brand Cigarettes in 1901. They asked him to smoke while he was at any public events. Since then recommendations and celebrity endorsements started booming. Later Coca-Cola decided to introduce Santa Claus, for promoting the brand and reaching a wider audience. This slowly took into the new shape and was part of the traditional advertisements directly or sometimes even subtly.
But in the Social media age, only in 2015, Airbnb broke the line by offering Mariah Careh popular American singer, with the status of Influencer for their brand. Whenever she stays at the luxurious properties of Airbnb, she posts all the photos of her experience in her official blog and shares them on social media pages as well. This leveraged popularity for both brand and
influencer leading to various other collaborations. That represented a sample for the marketing community, and every brand started strategizing but with a common pattern.
How is it coming up?
The consumer behavior has changed completely. Gone are those days you spend more on some live events and outdoor branding. Everyone needs social proof before they make the ecision on the purchase. Starting from clothes to shoes authentic voices are the effective source of content. Now the marketing depth depends on the number of followers that these
influencers have. It definitely pays off in more than conversion but engagement. Look at these statistics below to get going with your brand strategy:
● YouTube Influencers and channels shape 70% opinion of the teenage subscribers.
● There is an upscale of marketers of 2018 to 59% who introduced influencer marketing to their brand.
● The conversion of influencer marketing found its value to be $6.50 for every $1 invested upon them.
● Around 51% of the marketers’ online believe that their sales had gone high this year because of influencers.
● 81% of the brands which have online presence have employed their influencers.
Influencer marketing has diverse perspectives and has to accept the fact that they are not similar to conventional advertising. Here people trust people; it lets the brand face their audience. There is no overall shift in the brand strategies, but the transition is impeccable. Influencer marketing is very powerful and all real.