Influencers are around us everywhere in the media. From magazines to television, influencers are promoting products everywhere in our day to day life. Since the rise of the digital age and focus on social media, social influencers could not be more important for connecting with today’s society.
Why should you consider using influencers?
Influencers have a fan base or following that entirely trust their choices. Even if it is an advert and they are aware of it, the fact that this influencer chose to promote the brand means that a sense of trust towards the brand is formed.
They can show an audience how your products are used and discuss the benefits of them in a relaxed environment that is more engaging than a brand discussing the benefits or an official brand advertisement doing this.
When an influencer promotes the products, they are exposing these to a new audience who will learn about these products with the influencer in a way that they can connect with. Promoting products through the brand means that only consumers who are already aware of the brand will be seeing these and so there are missed opportunities of capturing a new audience.
Charlie Bull, Global Social Media Manager, discusses why he thinks influencers are important for businesses to have:
“When you think about the last time you bought something new, it’s more than likely that at some point along the purchasing map someone recommended it to you. That’s where Influencers come in. In the last two years, the search term ‘influencer marketing’ has increased by 400% on Google Trends, which shows you how important it has become for brands.
“For a lot of people in today’s society, money is limited, so we’re less likely to part with it than ever before. Brands now have to jump through more hoops set out by consumers to get them to buy. That’s why influencers are so important for businesses- they provide the link between brands and consumers and influence their purchasing decision.”
The most important factors to consider are:
Relevance and authenticity
It is important to consider how relevant the products are for that particular influencer. Do they take an interest in the type of products you sell? If it is not a natural fit for the influencer, the audience will sense this and not engage with the promotion.
What could you gain from it?
It is important to weigh up the potential audience you could reach through the influencer and factor in what engagement they have received before for paid promotions. If they have a large following this doesn’t always mean they are the best choice if the engagement on their promotions are low.
Fitting in with the brands beliefs
Do they represent the moral beliefs the brand stands by? Consider how they promote themselves and in general, what content they publish and whether your brand fits in with this. It is also important to reflect on whether the influencer could have a positive and long-standing relationship with the business to continue collaborations with them in the future.
If an influencer has a long-standing relationship with the brand this is also beneficial because fans of the person and people who love the brand will go to them to ask questions about the products and look for inspiration from them. It provides a different way to explain, promote and create inspiration for both new and existing customers in an informal way that consumers can connect with!