Happy Tuesday! It’s been incredibly interesting reading all of your #WeLiveSocial stories on Dayre for the past weeks ☺ Though submissions for the best social media stories have ended, you could still share your story just for the fun of it and join us in the hashtag! While we were all writing on our social media stories, you probably thought about how much social media has changed over the past 10 years. Social media not only impacted our personal lives, it has also changed the way brands reach out to us. Though traditional marketing like newspaper and television advertisements are still widely popular, influencer marketing, on the other hand, has reached its peak in recent years. If you’re still unsure on what influencer marketing is all about… you need to get out of the rock you’re living under!
But it’s still not too late as we’re here to share with you the 6 things you need to know about influencer marketing to survive in this time and age. So, here goes!
1.The evolution of influencer marketing
Since 2011, influencer marketing spiraled into what we now deem as mainstream advertising. Ever since the rise of social media marketing in recent years, statistics have shown that the adoption of social media all around the world has skyrocketed and it’s no wonder that a couple of interesting personalities started to sprout and shine on these platforms we use regularly and from there, garner a good amount of following.
2.So what exactly is influencer marketing?
“It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers.” – Wikipedia
Who are your favourite influencers? Could you name a few online personalities that you resonate well with or look up to? Perhaps it could be that you admire their #ootds and follow them to gain fashion inspirations or it could be that you love the way they curate their feed with perfectly done up flatlays or seek their opinions on the latest beauty products.
So how do brands come into play? Brands are able to share their new launch by approaching these personalities you follow online to get them to talk about the products in their perspective! You are then introduced to the brand from someone that you admire and trust, and thus, feel more compelled to purchase it. Slowly, as the popularity of these personalities rises, so do their influence and that’s how the term “influencers” came about.
Want to know who some of our favourite influential people are? Read all about it on our Dayre!
3.Influencer marketing vs Traditional marketing
Now the challenge is… with all the various marketing solutions available, which marketing strategy is most suitable for a brand and gets the most ROI (Return of Investment)?
Influencer Marketing is a form of inbound marketing! If you ever feel like the ads nowadays are IN YOUR FACE… yup you’re right. Wherever you go, advertisements are everywhere and on the social media platforms you use.
Most importantly, partly why influencer marketing works is because:
– The right influencer endorses the brand
Brands don’t engage just any popular influencer with a high following. They look beyond the numbers. They look at their engagement rates by taking into consideration how many comments and likes the influencer gets, ensuring that their popularity is not bought.
– They know the audience they want to reach out to
By selecting an influencer with a specific type of followers, you know you’re getting your message across to the right people with the highest possibility of converting to sales!
– It’s more authentic than an ad
People trust people more than a beautifully curated advertisement that’s endorsed by celebrities who are paid thousands of dollars.
4.How to differentiate an ad with an honest review
But when brands pay influencers to talk about their products, isn’t it also an advertisement? Technically… it is. There are cases whereby the ad is sooo apparent that the influencer loses the trust of his/her followers. But those are extreme cases, most influencers stand by their principle of only endorsing a product or brand that they personally would pay for or don’t mind trying!
So how do you differentiate between an advertisement that the influencer feels nothing for VS an honest review?
By their captions
Source: Jiehui’s McDonald’s creation!
5.How important is it to stay authentic?
One question that has been popping up recently is the authenticity of the influencers. As they are becoming more commercialized, some of them might even lose themselves in the process of finding fame. Let’s hear it from our Alpha Tiq, Jamie and Samantha on their take of authenticity.
Source: From our Alpha, Tiq!
As much as we deny it, an influencer is an Internet celebrity. And in this industry, to make sure you stand out, you have to be original. You can’t be doing every single thing others are doing. You have to keep evolving so brands can trust you enough to create unique content for them. You also need to stay true to yourself. Your personality is yours to keep, don’t change it.
Source: From our Alpha, Jamie!
Hmm… I think being and staying authentic has its importance, influencer marketing aside. Sometimes we forget that while we can reach many people on social media, we connect with people in real life too. Being authentic in appearance is easier than being so in mind. If we are only working on the former, the lack of the later easily reveals itself when we communicate with people on a daily basis and it erodes away the trust people have in you. Truth be told, influencing people is a wonderful thing but I guess we must not forget that it should not be an empty expression. People do use/buy products according to recommendations of influencers. To me, it’s sort of a relationship between the influencer and his/her followers and it’s an important one whereby influencer marketing is founded upon.
Source: From our Alpha, Samantha!
Everyone is unique in their special way and that’s what attracts people to you. Always stay authentic because nobody wants to see something that has been done before.
6.Alphas’ thoughts on influencer marketing
Want to know what our Alphas feel about influencer marketing? You know your side of the story so what do the people who have been engaged for social media campaigns think about it?
I’ve seen a lot of backlash on influencer marketing recently. Sometimes you can’t blame these viewers because I’ve seen so many influencers taking up jobs that are wrong or doesn’t suit them at all. But this is the new technique of marketing and you can’t deny that it’s useful because it works. No matter how some people hate it, it’s here to stay. And it will keep changing so people need to keep up.
I think it’s great that it helps companies and brands to achieve a more personal touch to getting product and service information to its customers. From a consumer point of view it’s definitely more relatable to see an influencer using and recommending a product, than watching a demonstration through a superstar advertisement. I guess influencer marketing fills the gap between consumers and advertisements. If the right people are engaged, it brings us closer to the ideal of honest marketing too
Can you imagine catching all of the Pokémons from the comfort of your home? That’s what influencer marketing is about. We show you what we love while you do your favourite activity – browsing through social media on the go and at home.
We hope we managed to drop you some insights into influencer marketing. That’s all the time we have as we’re busy getting ready for Netccentric’s 10th Anniversary party later on! Join us on Netccentric’s social media page where they’ll be streaming live from the event.
See ya there! 😉