Brands often look towards influencer marketing as a part of their overall advertising approach, using dedicated social experts within their niche to provide a positive recommendation. In the same way, consumers are turning to their favourite online personalities as a way to find new products, travel destinations, and services that interest them.
Often times, businesses will suggest conflicting opinions when it comes to their thoughts on influencer marketing. But when done right, it can be an extremely effective way to quickly reach your target audience.
The reported return on investment (ROI) on influencer marketing campaigns proves to be incredibly strong. In a case study done with Silk Almond Milk, users exposed to influencer marketing purchased 10% more Silk products than the control group. The ROI of the influencer posts alone did 11 times better than the ROI than their regularly occurring ads, after a period of 12 months.
And this isn’t just a one-time thing, either. Further studies show that sponsored posts do provide up to 11 times more ROI than your standard banner ad.
The price you pay is typically dependent on the influencer itself, but smaller brands with a tighter budget always have the opportunity to work with micro-influencers. Micro-influencers usually fall between the range of 4,000 to 10,000 followers but manage to build a more faithful following, due to personal interactions with their audience.
The best part is that no matter which influencer you decide to work with, creative costs such as photography, editing, and content creation, are typically covered by the influencers themselves.
Builds brand trust
Studies have shown that consumers have a hard time trusting brands, even when they show transparency and authenticity. In fact, approximately 54% of people don’t trust brands they know or recognize.
When a person follows an influencer, it’s most likely because they are drawn to their lifestyle and believe in the content they publish. Simply put, if their audience trusts them, it makes it easier to buy from them. This strategy will also target people that the influencer knows personally, like friends and family, creating a wider impact and uniting a community.
Capture your target audience
The right influencer will share content that aligns with your target market. Because the content is placed in front of social users that are already interested in your niche, you won’t have to budget for testing and building your audience.
For example, we paired mobile app Moola with a well-established tech influencer, and destination marketing organization Tahiti Tourisme with a travel blogger and photographer to reach the proper demographic that each brand was trying to target.
Because these influencers have already cultivated the right audience on their own platforms, they have a strong understanding of how to tailor content that resonates the best with their following.
One of the advantages of influencer marketing that often gets missed is that influential people direct potential customers to your website. Because the quality of your link has a huge impact on search engine ranking, working with influencers gives you the chance to generate better backlinks. Google recognizes this, rewards you for being “more important”, and improves your overall site ranking when relevant keywords to your business are searched.
Finding the right influencer partnership also means the addition of content versatility. Because influencers are experienced in content curation, you can leverage their talent to produce high-quality and unique marketing campaigns that can also be reused as user-generated content.
When you leverage the right digital creators and influencers to support and endorse your brand, you give them the opportunity to speak to your target audience with a reliable voice that generates emotion and action. With the increased demand for attention from businesses and the overwhelming amount of options online, influencer marketing provides a strong strategy to help bridge the gap between brands and your audience.
ID Agency is a Vancouver-based agency that specializes in influencer marketing, events, and press trips. Get in touch with us today by clicking here.