Influencer marketing: involving Influencers in brand promotion
With the increasing role of social media in people’s daily lives, new ways of promoting products and brands have begun to develop. One of these is influencer marketing, the effectiveness of which is getting higher every year. This tool is based on influencing the target audience through opinion leaders. It involves attracting influencers to advertise the product, thus interacting with consumers.
The peculiarity of influencer marketing is the fact that the promotion should be unobtrusive and organic. The target audience should not understand that the information, which a favorite blogger or media person broadcasts to it, is advertising.
This type of promotion uses different ways to communicate with potential customers. For example, if an advertising post is published, it is necessary to adhere to a certain theme, method of presentation, and design. Next, experts track the response of subscribers – the number of views, likes, and comments.
Influencer marketing is based on the concept that subscribers perceive Influencers as a reference group. That is, the target group assigns opinion leaders certain standards that they want to see in themselves.
Influencers use their positive image and level of trust from subscribers to promote the product. This significantly increases brand awareness and increases the number of its users. Moreover, the advertising is native and maximally adapted to a certain target audience.
Influencers are the main tool of influencer marketing, as they quickly absorb new information. And it is enough to mention a brand once or show the logo in videos, and its recognition grows rapidly.
The Tompson Company conducted research within the frames of which 125 marketers were interviewed. It found that one in five cited influencer marketing as one of the most effective tools. By engaging influencers to promote products, it’s possible to:
– increase brand awareness;
– manage the reputation, to form a positive image of the company;
– improve the involvement of the target audience;
– establish communication between the company and consumers.
Social networks and the involvement of opinion leaders allow to increase the number of subscribers on the page of the company and, already having a large audience, independently promote the brand.
In addition, influencer marketing makes it possible to analyze consumer behavior, test different hypotheses, and evaluate the effectiveness of the strategy.
However, for the promotion to give the right result, it is necessary to have the right approach to the choice of influencer. To do this, you need to clearly understand your target audience, its problems, and needs. It is not necessary to choose bloggers-millionaires, in this case often communication with subscribers is quite weak. It is better to pay attention to millennials, who are focused on a particular niche and have a close connection with their subscribers.
