Recently, when people are more interested than ever in the opinions of experts, brands have taken to them to help tell their story. Audiences value influencers, both micro and macro, depending on the business or product or industry. This is an era where consumers do prefer to make their own decisions, at the same time, people who understand through their knowledge and experiences, a product or service and its brand, it does influence or affect their decisions, heavily.
The Influencer Marketing’s success lies in the fact that it helps people feel confident in their choices.
These are the proofs that an Influencer content is very powerful and is in the buyer’s journey:
According to Tomoson, It is the fastest growing and most cost-effective channel. And that Businesses makes $6.50 for every dollar the advertisers spent or invested in the Influencer Marketing idea.
There are 92% of consumers turn to people they know for referrals above any other source according to Tapfluence and Influitive.
McKinsey says it is the word of mouth that generates 2 times the sales of paid advertising.
According to Deloitte, customers that were acquired through word of mouth have a 37% higher retention rate.
A real relationship between the promoter and the brand is what makes the Influencer Marketing idea truly valuable. When individuals are not talking head but a true advocate, the brands see a great return on their investment. Influencer marketing focuses on the entire buyer’s milestone, to that end, influencers play a major role in guiding the buyers at every point in their journey, with a brand.
It is said that Influential Marketing can be slippery and in slope, a single move could be detrimental and critical to the reputation of both the brand and the promoter.
For a campaign to be successful, it needs to have honesty, unbiased, genuine reviews and transparency, these are the key ingredients for a successful and continuous campaign. If you take away these factors, what’s the use that you have to build a campaign? There’s no “genuine” in it.
Native versus editorial versus influencer marketing, this is what the opinions vary. This debate continues to drive conversation about what is a legitimate content and what is “real’, that may not be the right debate anymore. If there is no honesty involved, it is not “Influencer Marketing to begin with. It does try to look like Influencer Marketing but it is not. This type of marketing will ultimately lead to no good and may fail to build credibility among the audiences.