Are influencers as instrumental in marketing as we think?
Social media marketing is the biggest form of advertisement for businesses. With 2017 seeing a surge in influencer marketing. In fact, studies have shown that 81% of consumers make a buying decision based on influencer marketing. What’s more, 94% of marketing professionals consider influencer marketing to be ‘highly effective.’
Instagram alone saw over a billion dollars spent on it’s platform in 2017. This increase is likely to be because platforms like Facebook and Instagram are putting a large push on encouraging user ad spend. It has almost become essential for most Influencers as their reach is being restricted unless they pay for their posts. Lumanu carried out a study of profiles with over 25,000 followers only to find a typical Facebook account will organically only reach three to eight percent of their audience; and on Instagram the statistic is fifteen to twenty-five per cent.
The Problems With Influencer Marketing
The rise of influencer marketing has also brought with it ‘fake fans.’ The marketplace is flooded with thousands of profiles willing to promote small time businesses with very little credit or organic following, for the right price. This leads many companies to feel disillusioned with the concept of utilising influencers. The prospect of having to compete with products and companies that may not be legitimate; but just have the right budget can seem futile.
As such, it is vital you work with an agency who understand the influencer marketing industry and know the best way to get the most out of it. We already have contacts that we can use to boost your influencer marketing. If you are looking to run a campaign that is a little ‘off the wall’ we will know the right questions to ask to ensure your business benefits in all the right areas. After all views, likes and comments may pay the influencer’s bills; but you want to ensure that having your product or service appearing on their feed generates you business!
Social media marketing has a prime reason; to make you more money. As such every campaign must have clearly defined metrics and goals and influencer marketing is no exception.
So, before any new project ask yourself the following three questions:
- What are my expectations?
- Do I want to boost brand awareness?
- Do I want to increase sales?
We hope this article has been useful. If you are interested in influencer marketing as a tool to expand your current marketing activities please do get in touch with our social media marketing team to find out what we can do to help you.