Did you know influencer marketing is growing faster than digital ads? That’s not to say influencer marketing is a new concept, in fact it has been around a lot longer than many realise. For quite some time brands have sponsored or gifted ‘famous’ people their products or services, in the hope that these people will be seen wearing, using or discussing the brand.

While this form of marketing has evolved greatly over the years with the rise of the ‘influencer,’ there is no denying that it still cuts through, and there are four reasons why. Read on!

1. People Trust People
There is a reason we idolise famous people, and it’s the same reason we choose to follow our favourite ‘influencers’ – because they are likeable. When people we like are choosing to associate with a certain business, we are more likely to find that business reputable than if it was coming from a paid digital advertisement. Our human instinct is to trust other people, rather than the robots behind a screen – it’s a basic fundamental of human communication.

2. Focused Demographic Targeting
People tend to follow influencers who are aligned with themselves in background, beliefs, interests etc. For example, Kim Kardashian’s following is primarily made up of women who love fashion, while Cristiano Ronaldo’s following is primarily made up of men who love sport. Nike is therefore more likely to use Cristiano as an ambassador, the same way Versace is more likely to use Kim. Brands can very carefully select influencers who reflect their target demographic, resulting in a better ROI.

3. The Rise of the Micro-Influencer
Micro-influencers are considered to have between 1000 and 100,000 followers, and more often than not, they have a certain passion or niche. There is a fine line between having 5000 and 5 million followers, because once someone reaches that level of fame, they no longer become as relatable as the person with 5000 followers. What’s important to remember is that someone with 5000 followers might have 3500 engaged, trusted listeners, whereas someone with 5 million followers might be lacking the genuine community engagement. Imagine you have a certain budget for an influencer campaign – either you use someone with 500k+ followers and get 1 post out of it, which performs fairly well. Or, you spread your spend across 5-10 micro-influencers, resulting in better reach and engagement across several different audiences.

4. No Ad-Blocking
Ad-blocking is a common issue for businesses putting their marketing spend into display-ads, with 26% of desktop users and 15% of mobile users using an ad-blocking software. Influencer marketing is guaranteed to be organically seen by the maximum number of people.

Basically, influencer marketing is incredibly beneficial, particularly for start-up businesses or businesses that have previously struggled with their digital marketing. If you understand how to utilise influencers to the advantage of your brand and your target demographic, it’s a game-changer! If you want to find out more about influencer marketing, or how we can kickstart a campaign of this kind for your business, get in touch with belinda@bpublicrelations.com.au.