Are Influencers Actually Influential?
Social media has become a battleground for brands and marketers. Countless businesses are fighting against each other to win the attention of the customers through strategic ads and promotional campaigns. New businesses hardly get recognition because news feeds are already full of existing brands, and competition is at an all-time-high. So where do influencers fit into this?
What Should Businesses Do To Achieve Brand Recognition?
In this day-and-age, the answer is influencer marketing. Influencer marketing is a type of marketing that involves brands entering into a partnership with media stars, like Chiara Ferragni, to gain the attention of their audience. With the help of these influencers, brands communicate their message to the audience through a trusted source, as people are more likely to buy into a product that has been promoted to them by someone who seems more “real”. Media stars have a huge fan base and people follow them due to their popularity and ability to influence people, which makes them the perfect strategy for brands to use.
Realistically, How Influential Are Influencers?
Influencer marketing can significantly increase the credibility of any particular brand and can help improve the revenue of any company. Nowadays, media stars get numerous offers from different companies because people know the importance of influential marketing.
However, brands should consider is the number of followers the influencers have and the way they treat their audience. When it comes to marketing, customer engagement is very important as it leads to better conversion rates. The audience should be organic, as paid followers are meaningless numbers. Influencers have different rates that depend on the type of social media marketing and the platform on which you want to run the campaign. Performance-based contracts are usually preferred by most of the companies because influencers are given incentives when they perform better.
Are Influencers Always The Best Choice?
Using influencers will always have its pros and cons. The Fashion Law, found by Julie Zerbo, has publicly come after influencers for not disclosing paid ads and violating FTC guidelines, with the Kardashians, Jenner’s and many of the better-known bloggers being the ones coming under fire. Last year, they released a report of the best, average and worst influencers for disclosing paid advertisements. Good for us; bad for them. As their audience, we want to know whether their views are of their own, or whether the £20,000 pay check is tainting their opinion. And yes, influencers can charge a hefty amount to brands to sponsor their product, which was made evident when Danielle Bernstein, of weworewhat, publicly announced in an article that she can make (at the time) $15,000 per post.
There is no doubt in the fact that consumer behavior is closely related cognition, which is why influencers affect customers largely. Influencer marketing is different from other types of marketing because this type takes into account the reliability of the influencers.
Despite having a huge fan base and popularity, influencers are perceived as normal human beings who are down to earth and humble. These attributes carry a lot of weight when it comes to marketing because nobody likes arrogance and people want to be treated respectfully.