By Andie Davis, LCI
Authenticity always wins.
In today’s world, we get bombarded by advertisement after advertisement. Most of us tune out when advertisements turn on. In fact, a total of 42.7 percent of internet users worldwide use ad blockers. Focus is shifting away from traditional advertising methods. Why? Because one-way communication is, well, a one-way street. Consumers crave authenticity, and advertisements tend to lack just that.
So, how can brands effectively reach their target audience if consumer behavior has changed? Easy. Look at where people are spending their time, find out what piques their interest and deliver your message in more meaningful ways.
Today, about 70 percent of adults use social media, so it would make sense to make social media your starting point. Now, you could go the more traditional route by sponsoring your content, but as I said earlier, consumers are craving authenticity, not traditional ads. This is where influencer marketing enters. Influencer marketing is when individuals or experts with a dedicated social media following endorse products to get consumers to buy from a particular brand. According to a 2017 survey of 4,000 social media users across the U.S, U.K., France and Germany, authenticity is the main reason that they trusted influencers.
As mentioned in my previous blog, influencer marketing is particularly effective in reaching millennials and Gen Z. If either is your target audience, using influencers to drive your message might be the right fit for your marketing strategy.
Here are some tips for picking the right influencer for your brand:
Make sure that your influencer shares your values.
If they don’t share your values, they probably won’t represent your target audience’s values either.
Their followers should be your target audience.
Some influencers reach a broader demographic, while others tap into more niche groups.
The engagement with your influencer’s content isn’t just about quantity. It’s also about quality.
On average, how many users that interact with their content buy the products that they’re selling? Make this a primary consideration for maximizing ROI.
Whichever influencer you choose, make sure they represent your brand authentically. At the end of the day, people connect with people.
Do you agree? Feel free to comment below, send an email to [email protected] or tweet her @heyitsadavis.
Related articles:
How to choose the perfect influencers for your organization Forbes
15 Ways Influencer Campaigns Can Go Wrong And How To Fix Forbes
Can social media influencers change vaccine skeptics’ minds? LA Times
Your brand is probably missing out on the true value of influencers SmartBrief
Andie – great tips. The public relations industry is ever-changing. It used to be that we main influenced reporters, who wrote for media outlets, who would then influence the public. Now, with the rise of influencers, we can go directly to those who influence our clients. It’s a brave new world. Thanks for the advice. Cheers, David
Thanks, Andie – and I agree that it’s people and personalities driving some markets. Influencers are brands!
Great tips, Andie. I agree with you on quality over quantity. It’s also really important to understand who your customers consider influencers – not just who the media annoint as celebrities.
These are very helpful tips. I completely agree that the influencers you work with have to have shared values to make the relationships authentic.