1st Aug 2019
Influencer marketing is a powerful tool to market a product or service to a wider, or more refined, audience. In a survey by eMarketer, 84% of marketers said they would launch at least one influencer campaign within the next twelve months.
But how has this come about?
Influencer marketing is a new and fresh form of marketing that identifies influential people with a large and active social media following, and uses them to spread awareness of a company. 45% of the world’s population in 2019 use social media; that’s approximately 3.48 billion people. Not only that, but the average person will spend nearly two hours on social media every day. Given that social media is now widely integrated into our lives, influencers have presented a new and effective resource to tap into this market from the ‘inside’ - they engage with audiences other people strive for but can never get!
For example, the most popular YouTuber PewDiePie - despite his controversies - accumulated over 300 million total video views in one month alone. This is one of the most popular YouTube channels – hence the high figure. Social media influencers connect with substantially large audiences in a short space of time - something marketers are now getting their teeth into.
Influencer marketing has always been around; brands have long used celebrities to wear and endorse their clothing. The difference today is a) its growing use and b) social media. Social media has created a whole new breed of celebrity, people who share their hobbies and gain followers and fans. It’s the everyday person’s pathway to fame.
Alongside the rise of social media celebrity fandom is the rise in consumers’ demand for a more genuine, authentic and trustworthy voice; someone who consumers can relate, interact and connect with.
If the influencer is someone who people can genuinely connect with, then they are more likely to believe and trust in what they’re saying. This is why it’s useful when it comes to marketing products; if an influencer is describing a product they genuinely use, then their fans are more likely to buy into that. If this is something you’re interested in testing – Instagram is the key. It’s not just a case of showing off a famous celebrity like David Beckham in the latest H&M selection. Consumers will turn to someone they can connect and engage with when considering whether to make a purchase; something social media influencers are capable of achieving.
It’s not just Instagram that are opportunities for influencer marketing, but other social media sites including YouTube are an emerging career prospect for people, and marketers are jumping on the bandwagon to use those people to market their products.
Given the strong use in influencer marketing already, we can expect its usage to increase in the near future and we are likely to see even more social media influencers endorsing marketing opportunities on our timelines.
Here at Middle Table, we are guided by three principles: 1. Understand the client; 2. Be imaginative; 3. Be responsive. This is how we go about creating hard-hitting and engaging content for your company. If you would like to learn more, get in touch today.