The meteoric rise of the internet, more so social media, has meant consumers now lead the charge forcing marketers and brands to catch-up. If you want your brand to remain relevant then influencer marketing will need to become part of your marketing plan.
As marketers we know there are few things that drive a sale more than word-of-mouth recommendation. Influencer marketing is a form of marketing that uses social media movers and shakers to promote and endorse your brand’s message to their audience. Influencers are simply consumers with an audience that not only listen to what they say but more importantly trust what they say. A recent study by McKinsey found that marketing induced consumer-to-consumer word of mouth generates more than twice the sales of paid advertising. Given the rapid rise of ad-blocking influencer marketing has evolved into one of the most productive ways to attract customers and influence their purchasing behaviour.
As marketers we also know social media has a different set of rules. Social media platforms aren’t traditionally sales platforms. They’re conversation platforms. Mass media platforms where consumers crave useful, relevant and engaging content from people they admire, respect and most importantly trust.
‘In today’s world your brand isn’t what you say it is. It’s what social media influencers say it is.’