With the severe upswing of social media, influencer marketing has become one of the promising slices in digital marketing. The concept had its humble beginnings in the period of 2006 – 2010 era, where the Twitter and Instagram were launched. But back then, it was an unsung hero probably because the world waited for the smartphone revolution and the mobile app dominance to happen in full swing. From its humble beginnings and series of evolutions, today when we view the importance of social media in daily life, we can find that influencer marketing is the next buzzword in the market.
What is influencer marketing?
Influencer marketing is a type of paid marketing that relies on the leaders of social media to drive the brand’s message to the market. Besides reaching out directly to the target audience, social influencer campaigns pass a brand message through individuals who have mass followership in social media platforms like Twitter, Facebook or Instagram etc. These campaigns will go hand in hand and adds value to the conventional way of social media marketing. Either the brand will create content to be broadcasted or the influencer will create themselves.
How influencer marketing evolved?
The era of social networking sites was popularly prevalent from the days when Orkut and Facebook were launched in 2004. A couple of years back we witnessed the launch of Twitter. But things took a drastic change when Instagram stormed into the social media platform by 2010. Close to a decade after its inception, today, there are a lot of social influencers Instagram accounts that can easily create brand awareness to thousands of people and with good reasons. Influencers add seamless value to brand identity and promotions in ways that traditional advertisers can’t even think of achieving in a similar way.
What are the emerging trends?
Digital marketing companies are today holding the priceless tag of influencer marketing agency under their shield to capture the audience attention. Around 60 percent of the agencies are planning to increase their spends on influencer marketing by 2019. Influencer marketing is less annoying but more relatable to the audience, who already have established their fan following with the influencer. However, everything in marketing comes with a catch. Before understanding the possible impacts of the influencer marketing, you cannot successfully curate and run a paid influencer campaign.
What to consider for influencer marketing?
- Define the target audience – The audience you intend to target should be specific. The more relative you are with the audience, the more are the chances for you to find the right influencer.
- Clear objectives – Every minute element in your marketing strategy should be aligned with what are you trying to achieve. You can also measure the impact of your campaign and get analytics.
- Selecting the influencers – The influencer you choose should be suiting the business idea. If the influencer is related to the business idea in a precise way, then it can create a robust influence.
It is essential to understand the purpose of why you need to be careful in the above aspects. The brand should know which social media platform is accounting for their niche conversations. Businesses should be aware of how their service and the influencer will motivate the user. They should possess a clear idea of how fragmented their audience is. The more you know about the niche and the target audience, the more you are likely to raise the bars of rightly adopting the influencer marketing trends.