What is Influencer Marketing?

Video by Los Muertos Crew from Pexels

By Andie Davis, LCI

We’re not buying what you’re selling. That’s right, 1-minute advertisements interrupting my TV programming, I’m talking to you.

In today’s business market, younger consumers remain unconvinced by advertisements trying to sell them various products. Instead, they look to influencers or celebrities to endorse products before they buy. A study published in “Journal of Targeting, Measurement and Analysis for Marketing Vol. 13” found that while younger audiences could recall advertising content, they were less likely to be influenced than their more mature counterparts.

What is influencer marketing?

Influencer marketing is a form of marketing in which individuals or experts with a dedicated social media following endorse products to get consumers to buy from a particular brand.

Why does it matter?

Influencer marketing is particularly effective in reaching millennials and Gen Z. However, be careful when targeting these two demographics. Both respond well to influencer marketing, but millennials trust high-level celebrity endorsements, while Gen Z values micro-influencers’ opinions. See below for “Millennials vs. Gen Z – The Importance of Generational Marketing” by Natalie Ghidotti from Ghidotti Communications, LCI’s Public Relations Global Network partner.

Influencermarketinghub.com’s survey projects that the influencer marketing industry will grow to approximately $13.8 billion in 2021. Considering that millennials and Gen Z make up over half of the U.S. population, it is critical to consider their buying habits when crafting a campaign strategy.

My suggestion? 

Keep up with the times. Research, adapt and implement. 

Do you agree? Feel free to comment below, send an email to [email protected] or tweet her @heyitsadavis.

Related articles:

Millennials vs. Gen Z – The Importance of Generational Marketing

What is influencer marketing: How to develop your strategy

How Marketers Can Navigate Their First Influencer Partnership

2 thoughts on “What is Influencer Marketing?

  1. Thanks, Andie. Influencers are vital to a well-rounded communications program. Measurement is key and there are more and more technologies coming onboard to allow marketers to take a deep dive into the effectiveness of influencer marketing.

  2. This is insightful, Andie. I’m consistently amazed by how much my Gen Z kids talk about the opinions or content from YouTubers or people they’ve seen on Instagram or other social channels. They engage with those media far more often than mainstream outlets, and rely on them for so much of their news, information and, yes, product recommendations.

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