The Changing Landscape of Influencer Marketing
by Annalea Krebs | October 27th, 2017
The influencer marketing landscape is changing, no question about it.
The marketing trend that began as celebrities sharing paid product ads to their 1 million+ followers on social media has now evolved into your next door neighbor talking about her favorite vegan ice cream on Instagram for free.
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Think of your friends who are new moms, vegans, beauty buffs, weekend warriors, health enthusiasts who share their go-to products on social media. Whatever the product is, their influence is driven by their expertise and credibility on one specific topic. Plus, they already have the trust of their followers (typically 500-5000 people). In fact, according to media monitoring tool, Mention, people with less than 500 followers account for 91% of social mentions.
While it may be tempting to go after the Celebrity Influencers or even the Power Middle blogger and their larger followings, trends on social media show that reach does not always equal engagement. Though high-profile influencers are great for generating brand awareness on a mass scale, nothing can take the place of an authentic recommendation from a friend or family member. After all, who would you trust more, a blogger or a friend?
So how do you know what type of Influencer to activate?
It all depends on your marketing objective.
If you want mass awareness, and your metrics are awareness and reach, then going with a celebrity or power middle bloggers is your best bet. But if you need geo-targeted awareness to support a regional expansion or new retailer launches, then Everyday Influencers will allow you to generate trial and awareness in specific regions since they can be targeted by zip/postal code, and often their social networks of friends/family are more localized than bloggers.
If you want more control around the type of content produced (blogs, videos) or want to ensure certain messages get reinforced throughout the content, then paying bloggers is likely the way to go, but remember that you need them to disclose the paid relationship. Whereas, if you want authentic content on scale, like people’s honest reviews of your product, then Everyday Influencers will be able to generate a lot of user-generated content, which you can add to your website to boost sales and awareness year-around.
If you want to drive brand consideration and influence sales, then the clear winner is Everyday Influencers. There simply is no replacement for having thousands of hyper-targeted consumers having a first-hand experience with your product, and sharing what they love about your product with their friends/family on social media.
At Social Nature, we have a community of over 300,00 Everyday Influencers, reaching a network of over 150 million friends/family on social media. They are new moms, health and nutrition enthusiasts, natural beauty buffs, pet lovers, and more. Learn how brands have tapped into the power of consumer influence here.
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