Influencer marketing has grown a lot in the past couple of years. I've witnessed this change and closely observed how the evolution impacts marketing strategies. And I've also observed a change in the perception of influencer marketing even among marketers who were once skeptical about it. This change in perception is mainly fueled by the growing awareness of the actual benefits of influencer marketing. I've talked about how influencer marketing helps attract a new audience and win their trust. And I've also explained how influencers can drive engagement and boost conversions. Several studies such as Linqia's have proven these benefits. Another valuable benefit of influencer marketing is in lead generation and that's what I'm going to discuss in today's post. Lead generation involves creating customer interest in a product or service and initiating enquiries about it. Influencers can effectively do this because of a number of reasons. According to Think with Google, 70% of teenaged users on YouTube relate better to YouTube creators than to traditional celebrities. And four out of every 10 millennial YouTube users say that their favorite creator has a better understanding of them than their friends do. These numbers prove that influencers have a good understanding of their audience and they are relatable. So they know how to create content about a product or service in a way that would resonate with their audience. Instead of a celebrity posing with a product, the audience is more likely to be motivated by seeing an influencer using the product, reviewing it, showcasing how it can be used, etc. In fact, six out of 10 YouTube subscribers would even follow a creator's advice regarding what to buy over the recommendation of a celebrity. This proves just how powerful an influencer's content and opinion can be. Not only do they generate interest in a product or service, they can also influence people's decisions about said product or service and compel them to take action. The Collective Bias team also conducted a study using Data Science on the impact of influencers. This study showed that influencer marketing content was able to drive more product trials for a certain rice brand. With influencers promoting coupons for the product, the coupon redemption rate increased to 44.5% when previously their redemption rate stood at only 15%. In the same study, influencers were also shown to increase engagement in the form of foot traffic.
Influencer marketing has become the most preferred tactic for brands to connect with their target audiences. But with multiple brands targeting the same audience, it is quite challenging to reach that audience more effectively than others. It is a lot of hard work to strategize, create, launch, monitor, and optimize your campaigns to drive the best results. Many brands and marketers use influencer marketing platforms and tools to amplify their campaigns. You can leverage these platforms to find the right influencers for your brand, monitor campaigns, and measure results. Let's take a look at 27 of the best influencer marketing platforms you should try in 2019.
Technology companies and brands are finding themselves increasingly competing in ever-crowded spaces, wondering what might set them apart from the crowd. Not surprisingly, the key factor for success for many tech startups has been influencer marketing campaigns. Influencer marketing has become the talk of the town, with many embracing it as part of their marketing and PR strategies for both B2B and B2C marketing. Quickly, influencer marketing has replaced certain forms of traditional advertising, as marketers realize they can increase their reach by partnering with personalities that have large followings on their websites and social media platforms. Although the popularity of influencer marketing has grown significantly, many are still unsure as to how to use the influence of social media celebrities to create effective influencer marketing campaigns.
Video: Do social networks influence perception? Although we recognise the influence of a celebrity when we shop, more and more we are turning to our friends and colleagues -- or lesser-known influencers -- when we want to by something new. Brands are increasingly adopting engagement strategies that incorporate a wide array of influencers to help their conversion rates and advertising reach. According to a recent Forrester report, incorporating everyday influencers into targeting and optimization logic can help brands with digital advertising strategies, brand positioning, and increase prospect to conversion rates. The study shows that 98 percent of marketers see value in incorporating influencers into their strategies.
Some celebrity influencers can cost brands up to millions of dollars which has forced brands to look for a more cost-effective solution for their marketing campaigns. Louisville, Kentucky is building a unique bridge between the smart city and the smart home. Here's what communities and citizens can learn about the benefits of the onrushing digital transformation. 'Nano-influencers' with less than 10,000 followers might have a smaller following across social media channels -- but can show higher returns per marketing campaign. These smaller influencers have shown to engage 8.7 percent of their audience compared to 1.7 percent for celebrities with hundreds of thousands of followers.