Influencer marketing has got a bad rap over the last few years. Ineffective attribution methods and expensive rates led the industry to a point of over-bloat, and micro-influencers producing low-quality content at scale led to a dilution of trust.
But in the TikTok era where high quality UGC (user-generated content) is abundant and where ad attribution plagues the industry (and not to mention an anti-trust lawsuit against Google), influencer marketing is making a comeback, and rightfully so.
So the question becomes, what are the top, real reasons to using influencers vs more traditional channels like paid ads on Meta?
Increased credibility and trust is one of the most significant benefits of using influencer marketing instead of traditional paid ads channels. Influencers have built a loyal following and have established themselves as thought leaders in their niche. Their endorsement of a product or service carries weight and can increase its perceived value among their followers. This can lead to higher conversion rates and ultimately drive more sales for the brand.
Think Olympic Gold Medalists on boxes of cereal. It's a concept as old as time. Gladiators used to sponsor wines and olive oils in Ancient Rome. The original and ancient world of influencer marketing... go figure, history is cylical afterall.
Another benefit of influencer marketing is the ability to reach a highly-targeted group of potential customers. Influencers often have a specific niche or audience, and their followers tend to have similar interests and demographics. By partnering with the right influencer, brands can reach their ideal customer in a way that is more effective and efficient than traditional paid advertising methods.
Greater engagement is yet another advantage of influencer marketing. Influencers' followers tend to see them as a friend or peer, and as such, they are more likely to engage with the content that influencers create. This can include commenting, liking, and sharing the content, which can increase brand awareness and drive website traffic.
Influencer marketing campaigns tend to have higher engagement rates compared to traditional paid ads, making it a more effective way to connect with potential customers. Additionally, influencer marketing can be more cost-effective than traditional paid advertising, especially for small and medium-sized businesses, allowing them to reach their target audience in an affordable way.
Measurable performance is another key benefit of influencer marketing. With the right metrics and tracking in place, it is possible to measure the performance of influencer marketing campaigns and determine their return on investment. Think influencer discount codes, which are "hard-coded" to purchases.
This allows brands to optimize their campaigns and make data-driven decisions about which influencers to work with and which strategies to employ. By analyzing the data, brands can determine which influencers drive the most engagement, conversion, and sales. This will help the brand to focus on influencers that are most effective and achieve their desired objectives in a more efficient way.
Influencer marketing can offer many benefits over traditional paid advertising channels, including increased credibility and trust, targeted reach, greater engagement, cost-effectiveness, and measurable performance. By partnering with the right influencers, brands can reach their ideal customer, build trust, and drive sales in a more cost-effective way than traditional paid advertising methods. With the right metrics and tracking in place, influencer marketing campaigns can be optimized to achieve the desired objectives, making it a powerful tool for businesses of all sizes.
And the added benefit of working with influencers is you can be a part of our cyclical human history. Just replace the gladiator swords with TikTok phones and it's one in the same.
Looking for help with influencer marketing? Contact crackerJCK to see how we can help. Interested in self-service platforms? Check out MobileMonkey's piece on the Best Influencer Marketing Platforms as of late.