WHAT IS INFLUENCER MARKETING?: UNLOCKING ITS BENEFITS FOR YOUR BUSINESS

Let’s talk about Influencer Marketing.  From the Kardashians promoting detox teas to influencers forcing their unique discount codes down your throats for their exclusive collections; influencer marketing has been all the rage. For those who don’t know what influencers are and what they do, here is a quick rundown. So, what is influencer marketing? Influencer marketing is a form of marketing where the focus is placed on influential people to drive sales and your brand’s message into the larger market. With that said, let’s look at the influencer marketing strategy and influencer marketing examples. And as a PR agency, we, at Monumental, can help you pair your brand with the perfect influencers. Just give us a shout here.

Influencer Marketing Strategy

To define ‘what is influencer marketing’ we need to take a look at influencer marketing strategy.

Influencers, no matter how large their social media following, have a really strong following in a particular niche. Whether that niche is technology, home decorating or beauty. If influencers constantly engage with their audience about their niche, they  have influence in the purchasing actions of those people. This is exactly why you need to have an influencer marketing strategy.

Many brands have successfully integrated influencer marketing into their marketing strategy to increase exposure, create trends and allow for people to adopt brand messages. 92% of the general public say they trust recommendations individuals give them above other forms of advertisement.  This is why influencer marketing works, people love earned media. 

It’s important to note that to get people’s attention, brands have to work with the people they listen to, which are the influencers; leaders in their niche. 

This targeted exposure to the perfect consumer for your brand, increases likeliness of sales. This is because the target audience is already interested in your business category. In 2019, where people are becoming more numb to traditional advertising, radio, magazine and TV adverts have actually become background noise. Social media has turned the advertising world upside down as they are turning influencers into constant, personal companions of your audience.

Influencer Marketing Examples

Next, we’ll take a look at some influencer marketing examples to help us answer our question, what is influencer marketing?

One simple example, is the Coachella Music Festival brand collaborations where influencers brought brands to life at Coachella. Big brands, such as, American Express and Amazon, have capitalised on social trends and social events like Coachella, by collaborating with influencers to create brand sponsored content live at the event. Check out Vanessa Hudgens creating sponsored brand content with Amazon’s lockers at Coachella here. 

Another success story is with the luxury jewellery brand, Tiffany & Co. When they partnered up with Jack Morris, a sustainable travel/photography influencer, to highlight the company’s sustainability efforts, Tiffany & Co. saw an increase of 8% of engagement. Just by collaborating with the right influencer to highlight a particular message from their brand. 

Finally, let’s take Richard Branson as an example of promoting a persona, not a product or service. Through his social media accounts, he channels his leadership qualities and positive word choices to win the trust and support of his followers. This authentic, transparent approach based on trust and credibility ultimately led to his business empire.

All in all, Influencers are here to stay. After looking through influencer marketing examples, we can see that their results and impact are palpable. Brands, no matter how big or small, are using it to their advantage to establish credibility, spark social conversation and of course, drive sales.