People have been using social media outlets more frequently than ever due to the latest improvements in technology and digitalization. In this aspect, there are new methods for marketing activities. Influencer marketing is a marketing strategy of collaborating with social media users and other content creators who have influence over communities of varying sizes.
16 June 2022 ・ Author: Speaker Agency
This collaboration usually includes some sort of co-content creation or promotion of the brand by the influencer to their community. influencer marketing is a new take on the old technique of asking for celebrity endorsements.
Today social media applications are being used widely and it’s predicted that the number of users will increase. Companies use these platforms to reach out to their potential customers. Influencer marketing is a marketing strategy of collaborating with social media users and other content creators who have influence over customers. Social media accounts running Influencer Marketing activities are known as Opinion Leaders. Influencers not only promote the products and services offered by brands, but also work on brand awareness and brand trust. They have a strong connection with their followers in which they express their own experience with the product and this can be an effective way of marketing. Users tend to take the comments of the influencers seriously and act accordingly. If company focus is on growth, influencer marketing is the way for it which also increases brand value.
Unlike the regular advertising practices, at the time and age we are in, influencer marketing activities address the users by going through new generation social media trends. Social media accounts are the first place new generations look whether they are interested in getting information about a product or making a purchase. These social media accounts show the input of the influencers. In order to increase the effect of the influencers, a number of marketing activities are carried out. Here are some of them:
Point of interest of the target audience should be the main focus when picking an influencer. That way, the number of users who are interested in the product promoted by the influencer will rise. The influencer should be picked in accordance with the brand strategies and brand value. Also, the potential customer group is targeted in accordance with the connection between the influencer and the product. When targeting a customer group, age, gender, cultural background and life style choices should all be taken into consideration. For instance, when promoting a food product the influencer might be a well-known chef while if the product you’d like to promote is a baby care item, you’re better off with an influencer mom.
Users tend to make purchases of the products that they are either interested in or they think the product is special. Original content plays a major role in leading the customers to make the purchase. Rather than using regular advertisement rhetoric, companies should consider using original and catchy content to get to their customers. Logo, picking a particular figure, use of colours and including social messages are important aspects for your brand to compete with other brands.
Influencers post news and information about special offers or drawings about the brand on their accounts. Increasing the interaction, these posts play a role in purchase decision. For instance you can run a sales campaign by using the influencer as the bridge between the products on sale and the customers. The followers of the influencer are provided with a promotion code through the influencer. Users feel exclusive and their brand awareness is increased.
Influencers reach out to millions of users by social media applications and establish a strong communication with their followers. The followers tend to pay attention to the material posted by the influencers. When the content posted by the infleuncers is original, interesting and marketing oriented, the followers are likely to show interest to the product and make a purchase.