When Nike introduces a new sneaker line, people take notice. But when a popular fitness personality reviews the sneakers on social media, people take action.
But what is influencer marketing, exactly, and why do you need it for content distribution?
Let’s take a closer look.
What is Influencer Marketing?
Influencer marketing happens when a person with influence in a particular area or industry creates and distributes content around a brand, typically on social media. The end game is to expose the influencer’s followers to the brand, in a way that’s authentic and natural.
Simply put, influencers speak to consumers in ways brands can’t. That’s because it’s easier for people to connect with a person than to connect with a brand.
Why Are Influencers Essential for Content Distribution?
Influencers expand the reach of a brand. Once you have an influencer who is willing to post content about your brand, you instantly create more opportunity to get in front of potential customers. The key here is to know and understand your target audience, as well as content marketing strategies, so you can partner with influencers whose followers align with the key attributes of that audience.
For example, The Frozen Garden’s products resonate very well with the health-conscious audience of 100 Days of Real Food, a popular food blog focused on cutting out processed food.
Influencers build trust and credibility. When an influencer posts content about a brand, consumers see the brand through the eyes of the influencer – a person they already know and trust. When people feel comfortable with a brand, it encourages them to buy: 20-50 percent of all purchasing decisions are based primarily on word of mouth.
Influencers drive purchase behaviors. There’s a huge opportunity for influencers to boost sales for your brand, considering 74 percent of people turn to social media networks to help them make purchase decisions. If your brand isn’t using influencers, then just how many sales are you missing out on?
Influencers are excited to be part of the brand. Lots of influencers promote brands because they want to be the first to know about something new in their industry. It makes them look good and, in turn, makes your brand look good.
Influencers make your brand exciting. What makes influencer content so engaging is, the excitement is palpable. It takes more than expertise to be an influencer; they understand what content is successful and how to deliver that content in a way that’s authentic and fun. In turn, this makes consumers excited to engage with the brand. Consumers want to experience what the influencer experiences, so they’re more likely to follow the brand and/or become a customer of the brand.
Influencers build awareness. By getting your content in front of their followers, influencers can build your brand awareness. Influencer marketing can be the first touch point in a customer journey, helping to position your brand in front of a valuable audience. To familiarize consumers with its new Air Vapormax shoes, Nike turned to the hugely popular “What’s Inside?” YouTube channel to boost awareness for the latest kicks.
Influencers can deliver amazing ROI. While influencer marketing is a highly effective tactic, you don’t have to use the most popular influencers to have an impact. In fact, it’s been shown that micro-influencers (those with less than 30K followers) deliver 22 times more conversions than influencers with a larger following. That’s because these smaller, niche audiences are more likely in line with your target audience.
Influencers can help you play without the pay. Not all influencers require you to pay them for content distribution. Many influencers are fans of your brand already and will be ecstatic about co-creating content for an early look at what’s happening with your brand. It’s thrilling to be the first to see what’s new and different in the industry, so many influencers may jump at the chance to be a part of the marketing strategy.
Influencer marketing is fast becoming the key to content distribution, based on its value for consumers as well as brands. Partnering with the right influencers to get you in front of relevant audiences can significantly improve how your brand is viewed in the eyes of consumers, who ultimately vote with their wallets.
Learn Influencer Marketing & Other Content Marketing Strategies
Curious about how you can find the right influencers for your audience and brand? Watch the below webinar on what you should consider before you begin the hunt.
Before you can begin searching for the ideal influencer, understanding your content strategy inside-out is a must. Simplilearn’s Advanced Content Marketing Training Certification prepares you to become an expert in every aspect of content marketing, from strategy ideation to aligning to different market segments. You’ll master the various aspects of planning and executing content marketing strategies to create impressive content with greater efficiency and impact, and gain a deeper understanding of how to approach potential influencers and solidify a mutually beneficial partnership.