Why Should Brands And Agencies Choose To Work With Social Media Influencers?

Last Updated: 04.08.2017 11:39
#influencer marketing

The world has changed, so has advertisement. In the modern world of digital relationships, word of mouth expands far beyond recommendations from family and friends into the dimension of influencer marketing. Influencers are specialists in their particular niches, and have established a high level of trust and two-way communication with their follower bases. These individuals with excessive and involved audiences can make any brand stand out from that crowded advertising space and bring colossal value to the brand.

After all, potential customers are much more likely to be responsive to recommendations from a person they respect and trust over endorsements or other corporate messaging. McKinsey & Company studies have shown that this factor influences 20% to 50% of all purchasing decisions. Research performed by Twitter shows that 49% of consumers looking for purchase guidance from social media and close to 40% of Twitter users confirmed making purchases as a direct result of an influencers tweet.

Here are a few examples of involving social media influencers in a brand marketing campaigns:

  • Kylie Jenner the owner of Kylie Cosmetics is a huge social media influencer herself. She admits that she doesn’t pay for any type of advertisements and that Snapchat and Instagram are the only way she promotes her products. Within seconds of launching her three new product lines, she was sold out online. 
  • Glossier Manhattan-based cosmetic company was working with hundreds of micro-influencers on Instagram to create engaging content for their followers. Instead of spending a lot of money on advertisements and commercials, the company chose “regular women” to spread the word. 
  • Starbucks had enormous success presenting the Unicorn Frappuccino on Instagram, which resulted in thousands of posts and was mentioned in popular talk shows. It only makes sense for Starbucks to recapture the Instagram phenomenon this summer with their new colorful drinks Berry Prickly Pear and Mango Pineapple Frappuccino blended créme. Thanks to the involvement of multiple influencers from different niches these campaigns had enormous reach.

Social influencer marketing is a different approach to brand messaging. Influencer campaign perfectly lines up with brands larger content strategy and image. It embellishes overall brand reputation. The influencers create content about the product or service. Although, Instagram influencer for many is a part time job, they work hard and spend several hours on a piece of content from idea to production. It takes a lot of time to organize, endorse, photograph and engage their audience naturally. As a result of all this hard work, the brand’s campaign goes beyond impressions and clicks and help the brand make the connection between the campaign and their long-term business goals.

Influencer marketing extends the reach of brands messaging by working with social media influencers to create or support content they post on their own social media channels. Influencers can help boost specific energy around the brand. Through influencers, brands gain access to a more targeted demographic, grow social media following, increase sales, and add a new latitude of content that eventually gives more dimension to brand. This allows you to get a ride on someone else’s follower base, either to reach a broader audience or to segment efforts in ways that would never be possible through the brands own social media accounts.

When it comes to determining whether an influencer is a good fit for a company platform Buzzweb comes in to play. The platform helps to find influencers who fit the brand’s niche market or whose tone used in appropriate way to present the brand to potential customers. This makes it much easier for the brand and the influencer to find each other and work productively.

The platform is also helpful to agencies on so many different levels. Take for instance clients with a need to review and find new efficient sales channels. Launching a new product and need to test the target audience and get the customers feedback. And new brands that need to gain their audience.

Influencers are seen as leaders and even as role models by being authentic. They are relevant in social media and through them brands become relevant to customers. The only way to gain influence is to earn it. It is very important to build a relationship with people who company’s customers trust, and make it a lasting influence.

Did you like that article?
Kate Nut
++ Editor