5 Reasons To Believe In The Power Of Influencer Marketing

In the past few years influencer marketing has become a regular strategy piece in a brand’s marketing repertoire, but that doesn’t mean that it’s not evolving, and growing.

A few years ago the reasons to believe in the power of influencer marketing were simple: Boost brand awareness, and find new brand ambassadors to use in your advertising campaigns. There just wasn’t much of a distinction between influencers and celebrities.

Now, with the advancement of social listening, and marketing-friendly social network features, we can see that influencer marketing is making an impact in several new ways.

In this article, we’re going to discuss some of the biggest reasons to believe in the power of influencer marketing. We’ll also explain a little bit about how influencer marketing is changing to better reach target ROI goals.

5 Reasons To Believe In The Power Of Influencer Marketing

1. Recommendations From A Trustworthy Source

Traditionally brands will use an internal team to create assets for a campaign, and maybe use a celebrity to boost the visibility of the campaign, but there was always something missing from this tactic. People started to distrust the messaging; They recognized an ad and stopped listening to its message. Consumers were fed up with impersonal advertising.

Bloggers and social media power users build an audience by publishing authentic, thought-provoking, and visually appealing content. Their audience, made up of everyday consumers, enjoy consuming this content because they can replicate the ideas in their own lives.

Most influencers are not celebrities who can attract global attention, but they do specialize in topics, which attract a likeminded, targeted audience.

There is a level of trust between the influencer, and the consumer, that rarely exists between a brand and its shopper. Unlike ads, which are paid for by big (and often impersonal) businesses, sponsored influencer content is published by someone who is relatable – a real person.

“Nearly 40% of Twitter users say they’ve made a purchase as a direct result of a Tweet from an influencer.” – Twitter
In a recent study conducted by Twitter, it was revealed that influencers rival friends in building consumer trust, which is having a direct impact on sales.

2. Maximized ROI From Social Campaigns

Social media is a great way to get exposure for your brand and your products but turning an impression into a sale is one of the toughest problems facing digital marketers today. Some micro influencers might not have the audience size of big well-known brands, but they are yielding better results in terms of ROI.

3. Evergreen Content That Keeps Your Brand Relevant

Evergreen content is defined by its long-lasting value to readers. The content remains highly relevant over a long period of time and ticks all the SEO boxes.

Content created by influencers has a good chance of becoming evergreen because it’s authentic and relevant to their followers.

Influencers don’t just promote a product. They come up with useful ideas on how to use the product. Followers engage with this useful content, share it with their friends, pin it on Pinterest and come back to it later when they want to try the idea for themselves.

An effective influencer activation generates evergreen content for brands that see returns well beyond the end of a campaign. A contract for 1000 engagements could easily explode into hundreds of thousands in the following months.

4. Real-Time Events That Humanize Your Brand

Using live video features on Snapchat, Facebook, Instagram or Twitter, influencers have freedom to express themselves. They can also connect more closely with their audience by answering questions and engaging with their comments. Influencers are able to promote a brand’s message while maintaining an unscripted and authentic feel.
The video above from Spaceships and Laser Beams is a great example of how well live Facebook videos perform as part of influencer campaigns. Best of all videos are boasting higher engagement rates than standard content.

5. Deep Audience Insights That Take Your Campaigns To The Next Level

Thanks to social listening, and big data tracking, we are able to measure the value brands get from influencer campaigns. Using metrics including impressions, engagements, and total media value, influencer marketing generates 11x greater ROI than traditional advertising efforts.

In 2017 influencer marketing is also diving deeper into metrics that your brand needs more than ever – demographics and purchase intent. This data analyzes potential influencers’ target market vs. the perfect audience to share the message with. It also explores tangible results and identifies nuances within the audience segment.

Next Steps

Acorn Influence has had the pleasure of working with some of the biggest, and best, brands in the world. Our case studies page features examples of how influencer marketing is providing true ROI for agencies, and brands alike.