Does influencer marketing really work?
Is influencer marketing right for your business?
Influencer marketing utilizes individuals that have influence over potential buyers and orients their content and viewership within social media to attract and market to a specialized group of consumers.
Rather than marketing directly to a large group of consumers, your influencer is paid to get the word out for you. Sounds like a win-win right? Well yes and no.
Here are some pros and cons to using an influencer to market your business:
- Trust Building
Most influencers have built a relationship of trust with their loyal fans. If a respected influencer is talking about your brand, then the credibility and engagement factor will likely go up a notch or two.
- Improving Brand Awareness
An influencer has an engaged audience that will result in greater awareness of your brand.
- Reaching Your Target Audience
If your influencer is popular among a niche audience such as teens, women, or foodies, this means your brand will be reaching the potential customers you’re after.
- Providing Value to Audience
Successful influencers know that engaging content is one that educates and inspires their audience. Therefore your product or service is shared in a way that connects to people, making it more valuable than traditional marketing intended for a mass audience.
According to Harris Interactive, 90% of Americans ignore digital ads.
However, there is a downside to using an influencer marketing strategy.
- Personal Matters
Should your influencer suffer from a personal scandal or their reputation become tainted it is possible your brand may be affected as well. One mistake (even a small one) cold have significant consequences for your business.
- Going Rogue
Even with well-defined parameters and guidelines, it’s possible that your influencer could go rogue and fail to keep their end of the bargain. Failure to communicate or meet deadlines is a real issue when dealing with an influencer that is more concerned about the bottom line than your brand.
- Poor content
When dealing with less experienced influencers they may not have the ability or equipment to produce high-quality content. Not that every single video has to be Spielberg-worthy but the last thing you want is for poor quality to be associated with your brand. You’re looking for an influencer that is creative and creates content that is unique and meaningful.
Remember, your influencer is a brand too. Some influencers may not want to give your brand the attention it needs. Or they may have stretched themselves so thin with other marketing relationships that that is simply all they do – advertise. Constant marketing from an influencer will have the opposite effect and viewership/fans will certainly decline.
As influencer marketing becomes commonplace, you should be asking yourself will it work for my business?
Nielsen reports 92% of people trust recommendations from individuals – even if they don’t know them – over brands.
As you can imagine, this type of marketing is not for everyone and no two influencer-marketing programs look the same. So know the pros and cons and use them to determine if high-quality content from an influencer is right for your niche market.