Influencer marketing is the hottest trend in digital marketing right now – with a benchmark report seeing a whopping 1 500% increase in web searches for “influencer marketing” since 2016. As the concept evolves, so your strategy needs to keep up to date. Here is what you need to know to have your finger on the digital pulse:
What Are Influencers?
Social media users who create content that gains them a loyal following of hundreds to even millions of followers are known as influencers, and they have taken over the role of trusted confidant, friend or mentor – so much so that global surveys have found that 61% of people interact with an influencer at least once a day. Their appeal is in the trust they have built with their authenticity; 25% of influencers have declared that they would reject partnerships that are too restrictive. It follows, then, that they can sway the purchasing decisions of their highly engaged audience. As many as 87% of consumers have admitted to having bought something on the suggestion of an influencer.
What Is Influencer Marketing?
With the ability to wield such power, social media influencers are ideal brand ambassadors if they like what you have to offer. Up to 84% of marketers are reportedly confident that partnering with influencers is an effective marketing solution.
Although it is expected that the field of influencer marketing will reach between $5 and $10 billion (R75 – 150 billion) by 2022, it should be money well spent. The reported media value returns are as much as an impressive 18:1. In other words, for every rand you spend on influencer marketing, you can get up to R18’s worth of media value.
Not that influencer marketing likes to focus on money. When it comes to selecting an influencer with which to collaborate, their audience relationships are the key. Think of influencer marketing as your secret weapon in locker rooms and book clubs across the country.