Influencer Marketing Essentials by Breakthrough Media
Influencer marketing uses top content creators, specialized in their respective niches, to help you improve brand awareness, increase traffic, and drive your brand’s message to your target audience. These content creators already market to your ideal audience across different channels which you can take advantage of for your influencer strategy.
Examples of these channels include social media, blogs, columns, digital and print ads, and television. Influencer marketing is increasingly more popular among businesses these days because traditional advertising has become less effective in attracting leads and customers.
Influencer marketing works because it uses tactics like word-of-mouth marketing and social proof, which are now critical aspects of any successful marketing strategy. Customers trust their peers, friends, and people they admire more than the companies selling the products and services they buy and use.
Before we dive into the different types of influencers, let’s review the difference between a brand influencer and a brand ambassador, as they’re often confused terms.
Brand Influencer vs. Brand Ambassador
A brand influencer refers to someone who has a following within a specific niche that they engage with regularly. Because of this, they have the power to impact their purchase decisions.
For example, social media influencer @leximars has worked with Lulus in the past to share different outfits and styles on her Instagram account featuring their clothing and accessories. Lexi tags Lulus in her posts so her followers can learn more about the brand, follow them on Instagram, or click their website link to shop for specific products they see on Lexi’s page.
A brand ambassador is hired by a business to work under contract to help them achieve specific goals: increase brand awareness and boost conversions and sales. A brand ambassador’s contract is typically long-term (several months or even years). During that time, they represent the brand and the lifestyle associated with it and have deep knowledge about the business’s products or services. They don’t necessarily need to be an influencer prior to becoming an ambassador.
For example, Quest Nutrition’s brand ambassador program requires all interested individuals to apply to their program. Quest looks for individuals who embody their brand, are positive spokespeople for their products, create social media posts to promote their products, and live the Quest lifestyle.
Anyone who fits their criteria is able to apply and has the potential of being accepted. Applicants aren’t required to have a highly successful YouTube account, thousands of followers on Instagram, or a popular blog to become a brand ambassador.
In this article, we’re going to focus on brand influencers. However, before we dive into the various types of brand influencers, let’s take a look at some important statistics that prove working with an influencer is effective in helping you reach your marketing goals.
Influencer Marketing Statistics
Influencer marketing is an investment — to get it right, you have to devote time to ensure you find the right influencer to promote content that appeals to your target audience. You also have to spend money and/ or resources to reward the influencer, run various campaigns with the influencer, and more depending on your specific marketing goals.
Luckily, there are a number of statistics that prove influencer marketing is a worthwhile time and monetary investment. There are also statistics that show you which metrics are impacted by influencer marketing.
General Influencer Marketing Statistics
· 89% of businesses say their ROI from influencer marketing is comparable to or better than other marketing channels.
· 80% of marketers say influencer marketing is effective for their businesses, and 35% say it’s very effective.
· In a survey, 82% of consumers said they were highly likely to follow a micro-influencer recommendation on a product or service.
· 71% of marketers say the quality of customers and traffic from influencer marketing is better than other sources.
· 49% of consumers today depend on influencer recommendations for their purchase decisions.
· 99.3% of businesses implementing influencer marketing campaigns use Instagram.
· Google searches for influencer marketing grew 1500% in the last three years.
· In a survey, 77% of marketers said they ran their business’s influencer campaigns in-house.
· 48% of marketers working with influencers say audience relationship is the most valuable factor when considering which influencer to collaborate with.
· Micro-influencers have 22.2x more weekly conversations about what to buy than the average consumer.
· Engagement is the biggest measure of influencer marketing campaign performance.
· Influencer marketing strategies focused on branding or engagements generate 8x ROI.
· 84% of marketers think that the measurement of ROI will be critical to the future success of all influencer marketing campaigns.
· 34% of businesses focus on reach (or impression) with their influencer marketing strategies.
· 35% of marketers want their influencers’ followers to take action, so they measure their results and ROI by engagement or clicks.
· The top three goals of influencer marketing for businesses include increasing brand awareness (85%), reaching new audiences (71%), and generating sales and conversions (64%).
Now that you have a better idea of the reasons why you’d want to invest in influencer marketing and learn more about our strategies here.