Why Influencers are Relevant for Nearly Every Industry

/ Thoughtspace - Social, Strategy

Pushing through a crowded marketplace

Consumers have become accustomed to consuming vast amounts of media on a daily basis, which heavily captures their attention and influences decision-making processes. Continuous collection of data and resources published online makes it easy for consumers to search or view specific content they want to see. According to an article on Forbes, “we have arrived in a new era of democratic media consumption where consumers choose what they listen to and who they trust.” This forces brands and marketers to fight for consumers’ attention, often leading them to pay high prices for ultra-premium content and placements.

One way to push through the crowded online marketplace is to introduce your brand through content your consumer already subscribes to – in other words, an influencer. The market size for this tactic is growing immensely, with global influencer market value reaching $13.8 billion dollars in 2021 (Statista). This industry has increased in value by $12.1 billion over the past 5 years and is projected to steadily continue this growth. This upward trend is unsurprising given consumers’ outspoken desire to have brand interaction in a way that is more personal and authentic. Influencers offer brands the opportunity to go beyond simply responding to consumers’ questions and concerns on their social posts to using creators as a vehicle to showcase real life product use-cases while building brand equity in a way that doesn’t feel invasive to the consumer – if done properly. This approach builds brand authenticity and awareness, because it gives consumers an additional resource to reference and interact with when considering your brand or product.

Consumers have diverse interests pertaining to their personal and professional lives. Many follow influencers on social media that they find inspiring, relatable, or a helpful source of knowledge. Because of this, influencers impact the way their followers think and feel about certain things, including your products. The followers of influencer accounts are often actively looking to discover and seek out recommendations surrounding their preferred areas of interest. Advertising in an environment where consumers are already seeking these recommendations gives your brand a competitive edge because consumers are more likely to take interest in your message rather than scroll past it and consider it irrelevant.

Using an influencer in your broader marketing strategy helps put a face and personality to your brand, which makes your audience feel more of an affinity for your brand. Because of this familiarity, consumers usually trust the influencer’s opinions or recommendations. According to the Digital Marketing Institute, “49% of Consumers Depend on Influencer Recommendations.” Adding the weight of an influencer’s opinion to your product/brand increases brand equity among audiences. Providing a connection to your brand through a trusted influencer can improve consumer engagement, retention and loyalty.

Using an influencer in your broader marketing strategy helps put a face and personality to your brand, which makes your audience feel more of an affinity for your brand. Because of this familiarity, consumers usually trust the influencer's opinions or recommendations.

Consumers have become accustomed to consuming vast amounts of media on a daily basis, which heavily captures their attention and influences decision-making processes. Continuous collection of data and resources published online makes it easy for consumers to search or view specific content they want to see. According to an article on Forbes, “we have arrived in a new era of democratic media consumption where consumers choose what they listen to and who they trust.” This forces brands and marketers to fight for consumers’ attention, often leading them to pay high prices for ultra-premium content and placements.

One way to push through the crowded online marketplace is to introduce your brand through content your consumer already subscribes to – in other words, an influencer. The market size for this tactic is growing immensely, with global influencer market value reaching $13.8 billion dollars in 2021 (Statista). This industry has increased in value by $12.1 billion over the past 5 years and is projected to steadily continue this growth. This upward trend is unsurprising given consumers’ outspoken desire to have brand interaction in a way that is more personal and authentic. Influencers offer brands the opportunity to go beyond simply responding to consumers’ questions and concerns on their social posts to using creators as a vehicle to showcase real life product use-cases while building brand equity in a way that doesn’t feel invasive to the consumer – if done properly. This approach builds brand authenticity and awareness, because it gives consumers an additional resource to reference and interact with when considering your brand or product.

Consumers have diverse interests pertaining to their personal and professional lives. Many follow influencers on social media that they find inspiring, relatable, or a helpful source of knowledge. Because of this, influencers impact the way their followers think and feel about certain things, including your products. The followers of influencer accounts are often actively looking to discover and seek out recommendations surrounding their preferred areas of interest. Advertising in an environment where consumers are already seeking these recommendations gives your brand a competitive edge because consumers are more likely to take interest in your message rather than scroll past it and consider it irrelevant.

Using an influencer in your broader marketing strategy helps put a face and personality to your brand, which makes your audience feel more of an affinity for your brand. Because of this familiarity, consumers usually trust the influencer’s opinions or recommendations. According to the Digital Marketing Institute, “49% of Consumers Depend on Influencer Recommendations.” Adding the weight of an influencer’s opinion to your product/brand increases brand equity among audiences. Providing a connection to your brand through a trusted influencer can improve consumer engagement, retention and loyalty.

 

Written by:  Samantha Schmidt, Marketing and Innovation Assistant

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