What Is Influencer Marketing?
The concept of influencer marketing has been around for years. The Cambridge Dictionary defines an influencer as someone who affects or changes the way other people behave. If you have ever been persuaded to buy something at the recommendation of someone you trusted, then you have experienced influencer marketing firsthand. So, what is influencer marketing? It’s the digital collaboration of a brand and an influential person to promote products and services to consumers. In a world where trust is everything, using influencers to sell is highly effective.
The Rise of Social Media
In today’s digital age, the rise of social media has directly led to the rise of influencer marketing. People all over the world can follow along with the everyday lives of their favorite influencers through platforms like Instagram, TikTok, and Twitter in a way the world has never seen before. Social media platforms foster a sense of closeness between people and the influencers they follow, from well-known Hollywood celebrities to everyday people that remind them of themselves. Word-of-mouth has always been one of the most powerful marketing tools on the planet, but until recently it was impossible to scale this to a degree that would enable brands to sell their products and services. Enter: the influencer.
The Power of Influencer Marketing
When a brand promotes their own product, it’s hard to take their word at face value. They want to sell, so of course they will say the product is fantastic. However, when someone you trust promotes a product, it’s human nature to assume that it must be a product worth buying. Influencers have thousands, if not millions, of people who follow them online and look to them for the latest trends. The power of influencer marketing lies in a trust built on authenticity. Once upon a time, you only saw your favorite celebrities on TV or in the tabloids. Now, you can see them walking their dog, hanging out with their friends, and speaking directly to you through Instagram stories. Authenticity promotes trust. Trust creates influence. Influence sells. Imagine the way you feel about a product after seeing an ad for it. Looks nice, but who knows if it actually works? Now, imagine the way you feel about a product after a close friend tells you how amazing it is and how well it worked for them. Influencers have the power to invoke that same feeling in thousands of people at once with a simple post, making it an incredibly powerful marketing tool.
The Future of Influencer Marketing
For brands everywhere, influencer marketing has become an essential tool for success. In most cases, a brand reaches out to an influencer and pays them to promote whatever they are selling through a direct marketing campaign to their many followers. In 2021 alone, influencer marketing is expected to be worth a whopping $13.8 billion USD, with no signs of slowing down. It’s safe to say that these numbers will continue to rise and that influencer marketing is quickly becoming the world’s most powerful marketing tool. If you want to increase your brand’s profitability and overall success, it’s time to get on board.
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