Why Brands cannot ignore Influencer Marketing

2017 has begun by celebrating the Influencer marketing as a consolidated marketing phenomenon.

It’s fundamental to say that influencer marketing is not something new, there are great best practices also in the beginning of the twentieth century.
In 1900 Coca Cola used Hilda Clark as a celebrity to promote its product, we can say that was a clear form of influencer marketing.

By the way, nowadays we are all connected with our smartphones, laptops and we communicate to each other by using several social media platforms.

Now everyone is a potential influencer, and in accordance to Nielsen, the 92% of consumers trust peer to peer product’s recommendation more than advertising, when it comes to purchasing decisions.

Well, it makes perfect sense, don’t you agree?

In addition you have to be aware of the fact, that the 47% ( Digital news report) of people use AD blockers, and this information lead to another consideration, using banner is no longer a smart strategy, or we can say it’s far less effective today, than it was 10 years ago.

If we think on how people consume information we can immediately see that nobody wants to see an un-contextualized AD promotional message into our news feed, or Instagram feed and so on.
And again, it become extremely clear that if companies want to establish a relationship with customers they need to, first, put their content in the hands of those people (influencer) that have the attention and the trust of potential customers, and second, they need to build a relationship with these influencers, not just a one-shot spot.

Are celebrities the best influencer marketing strategy?

Well, many companies believe that if they get the chance to put their product in the Instagram profiles of big celebrities like Kim Kardashian, they will have a kind of magic return in terms of sales, also this idea has been proved wrong during the last year.
The first thing is that working with these celebrity influencers is not cheap and before recovering a big investment for just one post you will have to make a hell of conversions.

The second thing is related to the real engagement rate, when an Instagram profile surpass the 1 million followers the percentage of people that interact with these contents is around the 1%, while working with micro-influencers (read more here) assure a much higher engagement rate also around 8%, and this gives to brands a much higher attention and much more rational investment (not hundreds of thousands of dollars).

So we can say that in 2017, influencer marketing can be a great and effective way to reach customers attention and that working with micro-influencers can bring to much higher engagement rates and potentially sales.

Then in 2017 just on Instagram have been invested 1 billion dollars in influencer marketing, which confirm this marketing strategy as one of the most interesting and powerful.

Today is very difficult to generate sales without an integrated digital marketing strategy that take in consideration also activities of influencer marketing, as the Ad blockings continues to rise, it’s fundamental to include also posts made by bloggers and instagram influencers.

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