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Influencer marketing is defined as a form of marketing where the focus is placed on influential people, as opposed to the target market as a whole. It’s about using these so-called ‘influencers’ as the vehicle by which to be seen by your target audience. From a PR perspective, you’re trying to win over the influencer to rave positively about your product or service as, once they are doing so, they will hopefully win over the followers who make up their audience — such is their influence. Whether they’ve established themselves as an authority in a particular area (and hence have the: ‘well, she would know — she’s an expert’ credibility), or made themselves relatable to a particular group (with ‘she’s another mum like me’ influence), influencer marketing creates the ultimate ‘ripple effect’. The majority of this activity is happening in the social space; some influencers can move the market at the speed of a tweet! Influencer marketing tends to occupy that place between official testimonials and passing product mentions. It’s hyper-targeted exposure which is, at its core, about leveraging a key person’s audience for your brand. The influencer does some of the hard work for you, as consumers are interested in, and paying attention to, the influencers that they’ve chosen to follow. Not only that, they’re more likely to trust their recommendations than those put out by a business or brand itself. And, if done well, the positive influence snowballs according to SEO Leeds. Once potentially the domain of PR, the use of influencers has more recently moved into the marketing sphere — differentiated by the exchange of money for mentions, or what are otherwise known as ‘sponsored posts’. Paid or otherwise, though, influencer marketing looks to be here to stay. According to a study by influencer marketing platform Linqia of close to 200 marketers, across a range of sectors in the United States, 86 per cent used influencer marketing in 2017 and 92 per cent of those found it to be effective.
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