With growing competition among businesses to get a piece of the market, marketing has never been more challenging. Businesses now more than ever are scrambling for ways to retain the attention of their customers. One of such ways is through Influencer marketing. In the next 5 years, one billion people will identify as content creators. We are still in the infancy stage of the numerous opportunities that influencer marketing presents and ambitious brands sure don’t want to miss out. The union of brands partnering with creators and influencers has become a necessary marriage intended to mutually benefit both parties. In this article get informed about the numerous means influencer marketing can help actualize your marketing goals.
But firstly who are influencers?
Influencers are individuals who can condition the buying decision of others. In the case of social media where the creator economy has given anybody the structure to amass a large following. People who have dedicated communities on platforms such as Tiktok, Youtube, Instagram, etc. can encourage their audience to purchase certain items. To put this in perspective, More than a quarter of users buy a product that they have seen promoted by a celebrity. More than a quarter of users will buy a pair of Adidas sneakers because they’ve seen Wizkid wear it on his Instagram story.
What makes Influencer marketing so effective?
Influencer marketing is very effective because of how focused and authentic it is. it’s the most targeted form of marketing. Influencers and creators, naturally build their following organically. And so, they have a loyal community that respects them in their industry. A post from an influencer about your brand will reach the right people every single time.
Moreso, content from influencers is evergreen. Compared to other forms of marketing, influencer campaigns are constantly re-distributed to their audiences and if you get your influencer partnership right, the bigger their brand gets, the more awareness your product campaigns will be exposed to. Just imagine the millions of potential customers you can bring in when you partner with the right influencer.
I mean the opportunity to tap into hyper-engaged communities who care about your product is unrivaled. Communities are where the money is at now, people who will buy what you are selling are in social media communities and influencers hold the keys to these channels.
Influencers bring a level of humanity and trust that other digital marketing campaigns could never. Using Influencer marketing, your brand story becomes more authentic.
Influencer marketing when done properly is word of mouth on a large scale. And of course, there’s no better reason to purchase getting a direct recommendation from someone you can trust. Think about it, can’t you recall the numerous times your buying decisions have been conditioned by people you trust? despite your lack of confidence in the product, getting a review from someone you know was enough reason to make a purchase.
Influencers are everyday, average people that share their opinion about products. This has the same impact on people as asking a family member or friend. That’s why thirty percent of consumers are more likely to buy a product recommended by an influencer.
Influencer marketing compared to other forms of marketing?
As we know, influencer marketing campaigns differ from traditional brand advertising in many ways. They emphasize authenticity over sales pitches. Rather than trying to push a product or service, they focus on building relationships between creators and their followers.
Influencers are often viewed as friends by their audience, so when they share a recommendation or product review, people are more likely to take notice. They’re also more likely to purchase as a result of that recommendation. People influenced by influencers are six times more likely to make a purchase.
Influencer marketing in Africa
African businesses of all sizes are not left out in engaging online influencers to push the awareness of their products among target audiences. In a recent survey conducted by geopoll the following discoveries were made about Influencer marketing in Africa:
- Facebook is the most preferred social network and is the channel where most followers keep up with their favorite influencers in Kenya and Nigeria, followed by Instagram.
- Lifestyle, fashion, and technology influencers are the most popular categories of influencers followed.
- Product reviews and live videos are the most engaging types of content by influencers.
- More consumers trust influencers than they trust brand messages; 53% say they trust influencers over brands themselves.
- Journalists and industry experts are the most trusted types of influencers.
- A large majority (80%) of the consumers in Kenya and Nigeria say they have bought products following influencer recommendations.
Conclusion
Influencer marketing can be a powerful tool used in your marketing strategy. It can help you reach new audiences, build your brand and make your brand recognizable. It allows you to listen to your customers and identify what they want from the products they use on a day-to-day basis. However, many brands still don’t fully understand the benefits of influencer marketing and instead treat it as a superficial tactic that doesn’t connect to their overall digital strategy. By the end of 2022, influencer marketing is predicted to be a whopping $15 billion industry. Those brands that are not yet collaborating with content creators are missing out on a very juicy revenue stream.
