Influencer marketing, which means promotion through cooperation between a brand and online creators (vloggers, bloggers, Instagrammers), has become an integral part of marketing strategies for companies in almost every industry. No wonder—statistics showing the effectiveness of this tool speak for themselves. According to Adweek, as many as 86 percent of marketers have included collaboration with opinion leaders in their marketing strategy, while a CBOS survey found that 53 percent of internet users made a purchase influenced by content found on blogs. Influencer marketing can bring many benefits to a brand. What kind? Why is it worth involving influencers in campaigns? We present 3 basic benefits of working with influencers:1. Influencers create a credible image of the product and brandHonesty and creativity of influencers are what their audiences value most. That is why promoting products by influencers is usually not intrusive. It is worth mentioning that influencers select cooperation offers from brands and often accept those that are somehow close to them—express similar values or are consistent with their image. For example, Bobby Burger, a brand that wants to be perceived as rebellious, dynamic, and active, collaborates with people who embody exactly this image:
Source: https://www.instagram.com/p/Bnic6OIFtYV/?hl=pl&taken-by=esey_o_silowniMany of them organize unconventional promotional campaigns in social media channels that attract audience attention. Engaging communication, conducted in a direct manner, builds a bond and retains users. In the long term, this translates directly into an increase in brand authenticity.2. Influencers are effective because consumers trust online recommendationsOnline creators have an enormous influence on potential consumers’ purchasing decisions. They inspire their audiences, and their posts (Instagram posts, YouTube videos, blog publications) are a source of recommendation searches. The opinions shared are natural, not always flattering, and considered by audiences as simply sincere. Therefore, they work better than classic advertising messages because they are closer to the potential customer. Example—the brand Brześć, thanks to cooperation with the blogger Modny Tata, reached its target group with a spontaneous and non-intrusive advertising message.
Source: https://www.instagram.com/modny_tata/?hl=pl
3. Influencers support positioningIs there anything that influences positioning better than content marketing? An attractive, unique description of a product or service, published on a popular domain, combined with a link redirecting to the website or online store, is key to successful promotional activities on the internet. This is exactly what we gain by cooperating with a popular blogger—see the example of cooperation between the brand Wyjątkowy Prezent and the service Karmelowy.pl:
Source: https://karmelowy.pl/zjadlam-obiad-w-egipskich-ciemnosciach/ Is collaboration with influencers a must-have for every brand? It depends on the goals and expected results. However, in most cases, this tool will bring a range of benefits, especially if its use is well thought out. The key issue is selecting the influencer: skillfully analyzing their target audience, profile, and content. The next step is to consider the form and possibilities of cooperation.
Only a carefully chosen influencer will bring success to the promotional campaign and minimize the risk of potential failure.
Author of the text: Ilona
