For 50 years Advertising was running, as we now call – Traditionally. And now with the digital revolution, we see various forms of advertising platforms – Instagram, YouTube, Facebook, and more. On top of these platforms, we have what we call as Influencers. An influencer is someone like you and me, except they choose to post consistently online about something they have knowledge or are passionate about. This gives them followers on these platforms, who like watching them.
Social Media influencers have taken over the power of decision-makers across the world. Earlier the role was limited to micro-influencers and their marketing practices but now the purchasing patterns of customers are skewed based on critics and reviews. We largely follow the ratings of a buyer or a visitor through the applications. From food to hotels check-in and buying any FMCG product we follow what other users have to say. Our opinions are made by the opinion of others.
Turns out you don’t need Justin Bieber or Amitabh Bachchan as your next brand influencer. Marketers with the evolution of social media have realized that they don’t need any celebrity endorsement for their brands anymore and instead use influencers from a variety of industries and reach. The major difference between a celebrity and influencer is Relatability. People love these influencers as they are uncensored, unscripted, that they connect with their followers naturally.
40% of people say they have purchased a product online as a result of seeing it being used by an influencer on social media. 72% of customers trust a business more after it is recommended by an influencer
Check out these statistics and some infographic by – Invesp Conversion Rate Optimization Company
Below are some reasons why influencers are important.
1. They help in creating Brand Awareness
These influencers are generally well researched about their subject. They are aware of all kinds of products available in their niche. Hence, they are the best person to explain any brands in a language that can connect to their audience.
2. Help in Build Trust
With the help of a YouTube video tutorial, or a simple post they make sure that they give unbiased and correct information about the brand. The core job of an influencer is not to endorse a product but share intersecting information about their subject. So if they mention your brand, it builds trust in people as they know they are not just simply advertising it.
3. Help Target/Reach the right Audience
The followers of these influencers are the ones who are interested in that niche. For example, People who are interested in traveling will follow a travel blogger/Vlogger, One interested in cosmetics will follow a beauty blogger/Vlogger, and so on. This way if an influencer endorses your product, it is going to reach the right audience.
Influencers are now becoming celebrities/known figures. They hold power on social media marketing. So influencers marketing is a big thing that has impacted the buying decisions of customers.
Given a chance, would you like to be an influencer? If so on what subject? Share your answers to the comments below.
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– Shreya Doshi
Shreya Doshi is currently part of a Marketing team at School of COmmunication and REputation, Mumbai (SCoRe).
She has completed her Masters in Marketing and Advertising from Mumbai Educational Trust (MET) University. She believes that learning should never stop in life. Hence, learning something new every day is her moto. She loves to travel, enjoys the thrill while performing adventure sports, music and dance are her other passions.