Influencer marketing is a type of social media marketing that uses endorsements and product mentions from influencers–individuals who have a dedicated social following and are viewed as experts within their niche. An influencer is defined as a user on social media who has established credibility or substantial interest within a specific industry or niche who can persuade others by virtue of their authenticity and reach. The number of followers does not indicate a level of influence, but it is based on interactions, engagement, and relationships.
Studies have shown that consumers want authenticity from the brands they interact with. A recent stat shows that 90% of consumers trust peer recommendations while only 33% trust ads. Influencer marketing has been shown to deliver an 11X higher ROI than other digital media. In comparison to paid media, brands typically earn $2 for every $1 spent on paid advertisements compared to $12 per every $1 spent on influencer marketing.
By incorporating influencer marketing into your business’ marketing strategy is an effective way to humanize your brand and expose it to a greater niche of potential buyers. Authenticity in marketing is like a smile of a child – you can't deny it and you just respond automatically by smiling. Influencers are genuine because they are not afraid to show their true selves to a broad audience. They actually don't have a choice: they need to reveal their personality through their online activity: and this honesty wins the trust of potential customers.
While macro-influencers like Kylie Jenner and Charli D’Amelio are widely known and referenced - the majority of modern internet users follow micro-influencers, those to whom they can relate personally. There someone who knows a lot about what you are interested in, and you read their posts regularly, you ask them for advice, and you use the tools they recommend.
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