Influencer Marketing 101 - It's about trust
An influencer is the best brand ambassador. They deliver something a star-studded advert or sponsored celebrity recommendation cannot: authenticity. Influencers build an audience of dedicated followers who trust their opinions and recommendations.
And authenticity is crucial: in a survey of beauty marketing specialists, 73% said the ‘digital-born’ generation (Generation Z) is pushing them to be more transparent and genuine.* When you work with an influencer, your brand gains authenticity by association – commonly called the ‘halo effect’.
Today's consumers are far more discerning and independent; a television advert or magazine promotion is no longer enough to convince them to purchase. Instead, recommendations are sought from friends and family – and trusted social influencers. In fact, in a joint survey conducted by Twitter and Annalect, 40% of respondents reported that they’ve purchased an item online after seeing a social influencer use it.**
The real thing.
In the age of online shopping, influencers have a key role to play in bridging the gap between retailers and consumers. Consider a product like makeup: unless you already know what you like, it’s hard to make a selection online, without trying the product or seeing it in action.
But watching a YouTube channel where your favourite beauty vlogger tries and reviews makeup products – that’s much closer to the real thing than a static, posed photo in a magazine. You're experiencing the product through the eyes of the influencer.
If you weren’t sure about the value of influencer marketing, this should convince you: the consumers reached by social influencers – that is, social media users – tend to spend more money. They’re also more likely to pass on recommendations to family and friends.* Sounds like the perfect customer!
*Source: ‘Influencing Beauty’, Celebrity Intelligence