It’s strange to imagine a world without social media.
While you’re stuck on your daily commute, your Instagram feed can transport you a million miles away – to Margaritas and sandy beaches in Tulum, to yoga retreats and the ultimate feeling of zen in Bali. When you’re deciding on a new pair of boots, you might scroll through Pinterest – always on the hunt for the newest of the new.
While most of us don’t acknowledge it, we let social media influence us in extraordinary ways.
And that’s exactly why a billion dollar industry has grown up around social media platforms and the so-called influencers. Do you want your piece of the cake? Let’s take a closer look at the state of influencer marketing in 2019 – and what you can do to kickstart your next campaign.
Understanding Influencer Marketing.
Let’s backtrack for a bit – what exactly is influencer marketing?
You might be surprised to find that influencer marketing has been around for years. Back in the days when social media wasn’t even a thing yet, it was simply known as celebrity endorsements. Big companies with even bigger wallets would hire famous celebrities to become the face of their brands, both in print and in broadcast media.
In the 1980s, the late Michael Jackson became the face of Pepsi, and later went on to do several ads for the brand. He was at the peak of his career at that time, so consumers followed every single step he made – and this worked out brilliantly for Pepsi as they gained a lot of new customers.
Today, we call this influencer marketing. This ways of promoting a product uses a popular individual, with a large following, who is an advocate for a particular field or cause. These influencers usually have thousands of followers on their social media accounts, and they – sometimes shamelessly – use their network to promote the brand or product they endorse.
These days, most brands prefer influencer marketing over the traditional way of promoting their products: this is because the feedback from the audience is often faster and more genuine.
What Makes Influencer Marketing Popular?
Influencer marketing can bring extraordinary results for brands and marketers. Let’s take a close look at exactly why it’s so popular, and how influencer marketing can help your brand get ahead of your competitors.
Influencer marketing provides you with warm leads.
Your chosen influencer already has a strong, engaged following that your brand can benefit from. As long as you pick the right influencer for your brand, you can benefit greatly from putting your product in front of their warm audience.
Influencer marketing allows you to explore your target audience.
Followers trust their influencers. This means that gaining the trust of the audience will be less challenging for you as long as you get endorsement from the right influencer.
Will Influencer Marketing Work For You?
Before you get out your credit cards and get the wheels turning on your campaign, it’s imperative that you first consider these questions:
- Will the social media community be interested in your product?
- Are people talking about similar products on social media?
- Do you have an effective sales funnel in place?
- What is the budget for this campaign?
Additionally, you need to find the right influencers for your brand. You can’t just pick anybody with a good following – you need to ensure that their follower count is authentic, that their followers are engaged, and – perhaps most importantly – that their followers would actually be interested in your product. Otherwise, no matter how interesting your brand content will be, no good will come out of it.