Influencer marketing has always been a significant part of any marketing strategy and we have seen it time and again. It is a visually pleasing aesthetic that allows a catalog experience for people. While the traditional norm included mostly actors and other celebrities of the mass media, a newer shift has taken place over the last few years.
In recent years it has trailed more towards the path of social media influencers. This has resulted due to the prominent role of social media making celebrities out of content creators on the online space.
Influencer marketing has been opted by many businesses and companies. This strategy has been used for a wide variety of products. From fashion products to daily use products, everything has found its way along the path of influencer marketing. Many businesses have used influencer marketing as a subsidiary strategy rather than a primary one. This has, however, changed over the past few years. Last year saw an even bigger shift in the perspective due to the pandemic. The innovative ways in which content creators kept delivering their content convinced businesses that relying only on traditional advertising methods will not fare well ultimately.
Benefits of Influencer Marketing
Influencer marketing has taken a top spot among other marketing strategies not only due to circumstances but also due to all the benefits they offer. Businesses that have used influencer marketing have profited immensely from these campaigns.
Well-coordinated and conducted campaigns have been very successful for brands. The reported return on investment (ROI) is a lot higher for brands who opt for influencer marketing. Research reported that for every $1 that a brand invests in influencer marketing, they can gain $6.50 in return. Numerically, a business would get 650% of its investment. It is also very cost-efficient for small businesses. Businesses can work with less expensive micro-influencers and reap the same profits.
Apart from financial benefits, influencer marketing is also very helpful to build relationships. Relationships with influencers and the audience are built through well-done influencer marketing. Trust and loyalty with a close community of buyers and fans are built through this marketing. Brand awareness and authenticity is another very significant factor that develops through influencer marketing.
Brand Authenticity through Influencer Marketing.
Confluencr, one of the largest influencer marketing agencies explains many ways in which influencer marketing can bring authenticity to brands. Let us look into the details of how brands can achieve authenticity through influencer marketing.
An authentic campaign strategy
When it comes to influencer marketing it is important to stay as authentic as possible. Since this type of marketing is extremely rooted in the trust of people it is very easy to spot any kind of inauthentic attempt at a cash grab.
Brands should be true to themselves right from the start of setting their goals for the campaigns. The very foundation of the strategy should be authentic to the brand and the influencer. Promotions and endorsements should feel natural and authentic during the campaign to impress the audience.
Authentic selection of Influencers
Selecting the right influencer can often be the most difficult part of a social media campaign. The brand would have to trust data and demographics to define the industry for the influencer.
The influencer should be suitable for the brand’s industry. The personality of influencers is also a key factor for their selections. Since this will ultimately affect the bond with their fans.
One should also keep the product in mind and understand the natural placement of the product with the influencer. This is done so the ad looks like a genuine shout-out rather than just another ad for just another product.
Creating authentic content
The freedom of content creation is often looked at with hesitancy by many brands who are either new to or unaware of influencer marketing. Brands should trust influencers with their knowledge about the product and their audience.
Giving creative control allows influencers to create content true to their style. This in turn makes the endorsement a natural element in the content. This makes a lasting impression in the minds of people rather than an unnatural product placement. It is also important to know the influencers you are working with. Knowing them and their story only gives empowerment to their storytelling.
Choosing unique stories and voices
A less explored element in authenticity is to give voices to unique stories and storytellers. Yes opting for a more famous influencer is the least risky path to influencer marketing but finding unique stories is innovative and often successful. Someone with a unique voice may be more successful to endorse and promote your product than another famous influencer with any generic content.
It is important to take data and demographics into consideration. Nonetheless, it is also important to know your brand and trust yourself. The content created should be genuine and made with innovation and a unique stance. Know your brand well enough to know who is the right voice for it.
Guest article written by: Allina Ghosh is an aspiring journalist who is currently working as a content writer at https://confluencr.com/. She has been writing for influencer marketing and has imperatively grown & learned about all the important advantages of marketing. When not working, she can be found in her favorite coffee shop, reading books, cooking, and traveling the world.