How does influencer marketing grow?
Nowadays, more and more social influencers are getting involved in the marketing campaign in 2021 since the marketing platform is turning from a traditional platform to a digital platform.
You may ask questions, why are influencers got the benefits? Why not those celebrities who have more fans and influence?
There are plenty of researches show that Millenials don’t trust traditional ads. Not only Millennials, but most people also don’t trust ad information. In short, they want brands to be more real. Furthermore, a report shows that Gen-Z doesn’t want to buy a brand; They want to join a brand. They are generating a massive amount of social reach and clout.
Why influencers?
Influencers compare to celebrities, are more real to consumers. Consumers see these influencers as the same type of people — “Normal People”. However, celebrities have more distance, and if celebrities promote a product, it’s easy to be seen as an ad. Therefore, compare to both parties, the brand/product seems relatively transparent when using influencers to promote a product. But apparently, they are still paid ads.
According to research, using influencer marketing can generate eleven times more revenue than traditional advertising. Although sympathy with opinion leaders is a variable that varies with social diffusion, at a generally accepted level, it is clear that the opinions of people we trust and respect matter more to us than advertising banners on the Internet.
Influencer marketing works in part because it avoids the shortcomings of other channels. Here is what Noereach founder Misha Talavera said in Adweek: “We see so many ads that we have unconsciously earned to ignore them. This is called “Banner blindness.” Infolinks, a digital advertising platform found that only 14% of respondents could recall the last ad they looked at and identify the one they ran there. Given the abundance of ads, it’s no wonder people like Adblock, Netflix, and Spotify premium.”
This trend is not just affecting print and television advertising. Traditional online ad formats don’t always work either. This does not mean that all advertising has become useless, but the blindness of banner ads and the wave of consumer distrust, and the rising cost of competitive advertising have led to a decline in the effectiveness of traditional advertising campaigns.
With the decline in trust in advertising and the growing influence of social media, what we today called “Influencer marketing” or “KOL marketing” has emerged. The motives for this approach are less transparent but more real.
Where I got my idea for this article:
https://www.marketingdive.com/news/how-influencer-marketing-will-evolve-as-gen-zs-sway-grows/595517/
