It is the newest trend in online marketing. And it is impossible to imagine the marketing pallet of a modern company: influencer marketing. With this form of marketing, influencers advertise your product through social media. The speed with which influencer marketing is emerging is a rarely seen phenomenon in the marketing world. Within a few years this form of marketing has become a simply crucial part of many campaigns. But why does influencer marketing work so well?
Reason 1: you reach your target group
That sounds as clear as a lump, but bear in mind the following: people use adblockers, hardly ever watch linear television, no longer listen to the radio and no longer read newspapers or magazines. For millennials, that is all the more extreme. How do you ensure that you reach your target group in such a world? An influencer has a host of followers who are faithful and read every update. If an influencer shares something, you know for sure that your message is an important part of that fan base achieved. You will no longer find that guarantee with any other medium.
Reason 2: you can define your target group perfectly
Often you know fairly well what your typical customer looks like. What needs he or she has and what interests. But how do you use that knowledge in a targeted way to get your campaign to the right target group? With the hundreds, if not thousands, of influencers who are active in the Netherlands today, it is a matter of finding an influencer that best suits your typical customer.
Reason 3: professional and accessible
Because influencer marketing is so successful, the phenomenon is already subject to considerable regulation and professionalization. There are already large agencies that maintain contacts with hundreds of influencers. You only have to indicate which product you want to put on the market with which target group, and such an agency does the rest. But it is also still possible in a low-threshold way. Via for example Instagram it is fairly easy to find influencers in your area by searching for trending stories around your location. Send such an influencer a message in which you make a proposal, for example to find out a rate. No you have, you can get yes.
Reason 4: image and credibility
The traditional advertising message is under pressure more than ever. The people - and in particular the younger generation - no longer believe advertisements and TV commercials if they are still watching them. Influencer marketing does something very important in that regard. It builds your image - because that one important celebrity that many people think is cool, commits to your brand - and ensures a healthy dose of credibility. Influencer marketing is indeed recognized by the majority of the public as a form of advertising, especially since it is legally required to make this clear through, for example, a hashtag # advertisement. Influencer marketing, however, does not evoke the negative associations that are often associated with advertising. Simply put: the target group knows that it is advertising, but the message still finds interesting content. Isn't that an ideal combination?
Watch this video from Forbes to further explore why companies and brands choose influencer marketing: