In just a few years, Influence Marketing has become the most profitable marketing channel, sometimes leading to ROI rates of around 800% in certain segments such as fashion and nutrition. Many brands didn’t see the emergence of this new channel coming and now are trying to get on the bandwagon. It is not too late! The performances in 2018 are still impressive. But what are the consequences of such a success? We give you the main factors.
Priority to creativity
Had online marketing lost in creativity? Enclosed in restrictive formats, for example for the design of banners, web marketers were running out of ideas.
To make matters worse, they were overwhelmed by waves of data from the campaigns, ordered to maximize performance and achieve objectives at all costs, then to produce aver more detailed reports. The consequence: originality and daring were sometimes a somewhat relegated to the background. The marketer became a Growth Hacker, a profile with the symbolic name of a profession increasingly focused on numbers.
But influencer marketing is not a story of numbers! And, most importantly, influencers are actually putting authenticity and creativity back on centre stage. Where advertisers tend to offer formatted content, the influencers take risks, innovate and play with brand codes. And it works, this refreshing approach is highly popular among Internet users.
The human is back
The brands had forgotten it: human communication is always preferred by internet users. But online marketing was becoming impersonal. Abstract graphics, awkward symbols, boring visuals. It’s indeed more expensive to use photo with human faces, especially because of the rights that are associated with them. So, in a sector governed by profitability, we produced “faceless” visuals at a lower cost.
But the human factor sells! And the influencers have understood that. By appearing with the product or by delivering a personal testimony, they offer human communication, to which people can identify themselves with.
Have the experts communicate
With content marketing, brands are trying to provide content that is useful to their audience. The problem: the creation of such content is most often not their core business. Also, the results are sometimes mixed.
By outsourcing content creation to influencers, especially specialized bloggers, advertisers most often make sure that their name will be associated with a really useful text, as written by an expert in the field. This is clearly more valued by the user.
The high engagement rate
Big brands have been aggressive on social networks. They have invested a lot to increase their number of fans or followers. The problem: size is penalized by the drop in reach. The more a page is followed, the more it will struggle to reach a significant part of its audience with the posted content. Result: an engagement rate in free fall.
When a major brand uses influencers, especially micro-influencers, they benefit from a distribution channel on social networks with a much higher engagement rate.
Finally, a certain mistrust has been established vis-à-vis brands, dues to sometimes misleading communications. Even worse, in the era of fake news, internet users are increasingly suspicious of the source of content consulted.
Influencers on social media, or the best influential bloggers, have developed a personal relationship with their audience. Their strength is the trust their readers place in them. By using sponsored content, the brand can restore trust between its target and it, through the influencer…