We’ve all been exposed to conventional advertising methods since childhood, some of us even recall commercial jingles from back then. We know someone who can still recite a mattress store’s phone number from the ’90s. This demonstrates how traditional ads were once able to make us remember things for decades, a feat that’s quite impressive considering people struggle to remember their own mother’s number now.
However, these tactics don’t work on newer generations. People no longer watch TV, they stream Netflix. They use ad blockers when browsing the internet and prefer music streaming services like Spotify over the radio. Traditional marketing tactics simply cannot reach them.
Moreover, these ads are often unwelcome and considered an annoyance. Pop-up ads are the perfect example of “buy me” interruption marketing, which disrupts daily activities. Nowadays, one of the most effective marketing strategies is word-of-mouth marketing, facilitated by influencer collaborations, that generate positive brand awareness.
Digital marketing has revolutionized traditional media, causing a decline in trust for TV and magazine news among young people, which now stands at less than 3%.
A Nielsen study reports that 92% of consumers are more likely to purchase products endorsed by a trusted influencer. Influencer marketing involves a partnership between a brand and a person with a significant following.
Influencers come in various sizes and types, but smaller and relatable influencers are more trustworthy to most people. The use of influencer marketing in campaigns is on the rise and is expected to continue growing, with 75% of marketers employing it.
Apart from the evident reasons, what are three ways that make influencer marketing surpass traditional marketing?
Influencer marketing campaigns are significantly more cost-effective than conventional marketing methods. Opting for nano or micro-influencers (also known as the “power middle”) rather than mega-influencers and celebrities is an economical way to reach a sizable and devoted audience. At times, it may even be cost-free. If the influencers are existing customers, you can offer them free products in exchange for Instagram or blog posts, and continue to reward them to establish brand loyalty.
The harsh reality is that consumers place more trust in recommendations from other individuals than in brands when making purchasing decisions. This is particularly accurate when collaborating with smaller influencers whom your customers can identify with.
Influencers have the ability to reach audiences across all major social media platforms where people are highly active today, including YouTube, Facebook, Twitter, LinkedIn, and Instagram.
By partnering with influencers, your brand gains access to their devoted followers, who have niche interests that align with your product or service offering.
Ultimately, influencer marketing is about real people sharing authentic experiences with your brand instead of solely relying on the brand’s self-promotion. There is no social networking strategy more genuine than having actual people provide honest recommendations.