Influencer marketing is like the new Pop-Up advertising of 2017, but without the annoying screen blocking ad, and without being able to be blocked by Interent ad-ons. It’s everywhere and so often we don’t even notice it appearing on our feeds. You see it on all the social media platforms and even in personal blogs of these highly influencer people. This is the brilliant, key factor of influencer marketing: it’s everywhere. Not only is it everywhere but it also blends into our social media feeds without feeling like an obnoxious advertisement we can’t turn off. Influencer marketing isn’t just confined to the rich and famous anymore; we now see regular people who have acquired large following bases on social media who are become even more influential than a celebrity sponsoring an ad.
In the past couple years we have seen a very large spike in interest of influencer marketing. As seen in the graph below there was a significant jump in Google searches for “Influencer Marketing”.
This jump in interest of influencer marketing was seen in 2016 with Pinterest’s newest tool for brands looking to use influencers to market their products or services. The tool is called “Pin Collective” which virtually connects brands to Pinterest Influencers. Kevin Gallagher notes in his article “Pinterest edges into influencer marketing” that sixty one percent of US marketers said that they are planning to increase their budgets spent on influencer marketing in 2015. This is why social media platforms, such as Pinterest, have created tools for marketers to simplify the use and search for Influencer’s on their platforms.
AJ Agrawal of Forbes, uses an interesting analogy in his article “Why Influencer Marketing Will Explode In 2017”. He describes influencers as the popular kids in high school who then in turn are the Kylie Jenner’s on Instagram. If you were to hear said popular kid say they like Brand A, you will then think Brand A is cool and be more willing to purchase from them. This is a perfect way for us marketers to understand what exactly we are paying big money for when using influencer marketing. A more recent study is also noted in Agrawal’s article “84% of marketers plan on executing at least one influencer marketing campaign during the next 12 months”. This is means for marketers that it is the new trend on Internet marketing and to keep up with your competitors who are more than like using influencer marketing, you must too.
In an age where ad blockers are used by a large majority of Internet users, influencer marketing is a great solution for marketers to avoid their ads being blocked and missed by their target markets. Another important aspect that is prominent with influencer marketing is the effectiveness of it. As marketers we want to be investing our budgets into marketing that works and that is targeting the correct portion of the market. With influencer marketing we are using an influencer, that already has the following base that meets the criteria of our target market, and they do the rest of the work (mostly) for us! How brilliant. We must also be careful in the selection of our influencers, as their reputation will reflect on our brand. Finding a way to measure the rate of return on your influencer is important when deciding on a budget to spend on this area of your marketing. Impressions, views, and engagement rates are all great starting points to calculate a tangible idea of what an influencer is bringing in for your brand.