Without a doubt, “influencer marketing” was one of the hottest topics of the year. As quoted by Tessa Wegert, the business reporter for ClickZ: “An influencer outreach program is quickly becoming indispensable to the modern digital marketing strategy. Influencers are more valuable to brands now than they’ve ever been for their ability to deliver on social chatter, earned media, and action.”
The Number Behind Influencer Marketing
Based on a study conducted by Burst media, “On average, marketers who implemented an Influencer Marketing program in 2014 received $6.85 in earned media value for every $1.00 of paid media.” Also, concluded in a recent survey of 125 marketers by Thomson, an influencer marketing platform, 60% of brands are planning to raise their budget for their influence marketing campaigns in the coming years. The high financial return is definitely one of the biggest incentives that is attracting businesses to implement this marketing strategy. Many marketers consider influencer marketing to be the fastest-growing online customer-acquisition method, and in fact, they expect it to grow exponentially in the future. The reason behind such popularity and optimism is due to the rise in consumer’s aversion to traditional out-bound promotional strategies.
Consumer’s Mistrust for Brand-Created Content
Consumers are gradually losing faith in what brands declare, and prefer to rely on the words of their peers to make purchasing decisions. Authenticity and reliability are the great benefits that influence marketing offers, as opposed to to conventional strategies. Social influencers will not jeopardize their image and loyal fan-base to promote a brand that they do not have confidence in, thus, followers have a high degree of trust in these individuals. Additionally, the knowledge and expertise that influencers possess regarding a specific subject matter amplifies the trust and confidence of their followers about the content they promote. Followers are more likely to trust a blogger about a product than a billboard, which costs the company millions of dollars. Another fact about influencer marketing is that influencers’s direct their social efforts towards a very focused and extremely similar audience. This will allow brands to conveniently target a specific market, and gain high-quality exposure and in turn higher levels of engagement, compared to conventional methods. Followers are more prone to share the content with their own followers, as the topic appeals to them.
The Solution: Sidebuy
At Sidebuy, we are enabling retailers and designers to easily connect with bloggers and influencers to promote their brands, and reap the benefits of influencer marketing. Not only retailers can save on their marketing costs, but they can increase revenue, and gain more social exposure and engagement by using the Sidebuy platform. The high degree of reliability, product knowledge, and defined audience the bloggers enjoy drastically impacts the effectiveness of such marketing campaigns, compared to outbound promotional methods.