In a world full of nothing but noise, who really is influential and how is it determined? The battle between mega-influencers who have celebrity status and micro-influencers who have smaller followings, a tale as old as time…well for marketers. Who resonates with their audience and drives the most action? Which influencers should you collaborate with and include in your social media marketing strategy?
So many questions!!
When you recognize that 86% of women turn to social networks before making a purchase, you realize what an enormous opportunity you have to attract your target demographics’ attention by developing a strategic social media marketing plan.
For many marketers, this strategy involves partnering with influencers who have proven strong ties with their audience. However, not all influencers are created the same. There are different types, ranging from mega-influencers who have millions of followers to your everyday creators or, micro-influencers.
What are your goals?
Influencers with celebrity-type status can put your brand on the map. They may help increase your fan base numbers and improve brand awareness. But will they give you the boost in engagement that will ultimately result in leads and sales?
If your priority is to drive-in store purchases, know that non-celebrity influencers are 10 times more likely to make that happen for your brand.
Everyday influencers promote the most powerful type of marketing — word-of-mouth marketing. When a celebrity tells us to buy something we assume it’s because they’re getting paid. This reality check has forced consumers to evolve and crave authenticity.
To quote Tyler Durden from the movie Fight Club, “We buy things we don’t need, to impress people we don’t like.”. While you may not agree with this entirely, we do buy things with others’ opinions factored in. We are more likely to purchase something we know has already received approval from someone within our circle. ‘Being liked’…the biggest revenue driver for brands since the beginning of time.
It’s all about relatability.
It all comes down to the fact that everyday influencers are more relatable than celebrities. They’re able to build stronger relationships with their audiences which invites more engagement. The Kylie Jenner’s of this world give us a glimpse into the lives we wished we lived. However, it’s the everyday influencers that we identify with most.
If you’re planning to leverage the ability of an influencer to improve your brand’s reach, resonance, and relevance, it’s crucial to know your audience. When you consider that 72% of female consumers often share their own opinions and advice via social media and 96% of women admit to seeking out recommendations before making a purchase, it’s clear that word-of-mouth marketing carries far more weight and influence than celebrity endorsements.
It’s these micro influencers that give brands the credibility, authenticity, and humanism that celebrity status influencers lack. Sure, they have faces — but again, thanks to the transparency of the web, audiences know that face is the product of a skilled glam squad that was further enhanced by Photoshop.
There’s no doubt that influencer marketing works.
A Twitter study revealed that users now trust influencers nearly as much as their friends with 40% admitting to purchasing an item online after seeing it used by an influencer on Instagram, Twitter, Vine, or YouTube.
However, because digital marketing is constantly evolving, so is influencer marketing.
The trick in successfully leveraging it is actively listening to your target demographic and collaborating with an influencer who they relate most to on a personal level.