As marketers, we like to have concrete data and proof that our marketing spend is resulting in increased brand awareness that, ultimately, will yield an increase in sales. A significant number of marketers are starting to see the value of influencer marketing as a viable resource for reaching their target audiences. This study, for example, highlights how influencer marketing can be an effective way for marketers to reach consumers in addition to things to be cautious about. Below are important facts about influencer partnerships that marketers should consider before integrating this strategy into their brands' marketing campaigns.
Influencer Marketing: Benefits and Considerations
Influencers: The Positives
- 54% of female consumers purchased a product after seeing it recommended by an influencer.
How many times have you phoned a friend to ask what they would use in a given scenario? As consumers, we trust a third-party’s review and are more inclined to try it ourselves after living vicariously through their experience. Influencers became influencers when they began to earn the trust of their readers and impact their decision-making—so why not tap into that?
- 45% percent of female consumers have followed a brand directly from an influencer’s post.
There’s nothing more to say about this statistic other than, "Wow!" A brand certainly can be propelled in the space they are trying to occupy by this driving factor, in addition to complementary digital marketing efforts. With social media creating a space for consumers to engage with a brand in various methods, this means more impressions, and ultimately, more contact points.
- 62% percent of women follow influencers on at least two platforms.
By following an influencer on multiple platforms, consumers are able to engage in various ways. This allows consumers to have a more rounded view of the brand, since each platform is unique in how people choose to share information. The consumer is then able to get more out of the influencer, which drives more eyes to the promoted brand.
Influencers: Things to Consider
- 61% percent of women said content that doesn’t feel genuine would deter them from engaging with sponsored content.
This can be quite the conundrum for marketers. On one hand, it’s valuable to have a third-party validate your brand, but not at the cost of appearing disingenuous. This is when you have to take a step back and really put sound strategy behind your partnerships to make sure the relationship feels natural and the content does not seem forced. After all...you wouldn’t trust a brand that pays a vegetarian to promote a meaty product, now would you?
- 30% said posts labeled with the hashtag #ad or #paid are inauthentic.
The FTC has changed the rules and regulations for influencers, and now requires them to be even more up-front about their paid posts. However, readers are usually aware that an influencer’s blog is their business and means of income. Loyal readers will still trust the blogger’s opinion, regardless of whether the post is sponsored or not.
- 37% percent of female consumers have unfollowed an influencer because he or she posted too much sponsored content.
While genuine enthusiasm is welcomed, there is a tasteful way to get a point across without bombarding your audience. For the most part, none of us are looking to constantly be sold to on our social media pages. There is an obtainable "sweet spot" for sprinkling in (rather than dumping) sponsored content on an audience that still will be highly effective for building your brand.
Influencer marketing can be a very powerful tool for building your brand. However, keep in mind that success will require a sound underlying strategy based on data and strong relationships with authentic influencers. If your brand is considering influencer marketing, we would love to help! Follow us on Twitter at @TheCoreBlog for more marketing insight or email us directly at email@example.com.