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What is influencer marketing, and its advantages?

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Influencer marketing (influence marketing) is a form of social media marketing in which celebrity icons, someone with distinct social influence does endorsements or embedded marketing (product placement). 

An example of (celebrity) influencer marketing is Kalyan Jewellers' featuring Amitabh Bachchan in its commercial campaign titled TrustIsEverything. 

In a similar example, one can spot famous Bollywood stars, Ayushmann Khurrana and Radhika Apte doing influencer marketing for renowned watch and accessories brand, Daniel Wellington

What exactly is "influencer" in influencer marketing?

Influence in influencer marketing is known as internet celebrity with massive popularity and fame all over social medial platforms, such as YouTube, Instagram, Snapchat, Twitter, Facebook, TikTok, Twitch, etc. 

These types of influencers are also called lifestyle gurus, promoting a particular lifestyle or attitude. They are typically recruited by ad agencies or companies to do influencer marketing like endorsing certain products to their huge fan base and followers on their social platforms. 

An example of a fashion influencer is an Italian blogger, fashion designer, and model, Chiara Ferragni

How is an influencer identified?

An influencer is identified based on the extent and type of influence he or she has on their social networks. 

Quite interestingly, an influencer can have both positive and negative projections of influence, depending on the specific portrayal of their individuality on their connected social network. 

Therefore, someone with a positive projection of individuality is referred to as an authoritative influencer. The degree of trust and influence authoritative influencers have is quite immense. 

For instance, in India, Amitabh is one of the authoritative influencers based on his mass appeal and the way he conducts his individuality exuding inspiration and enlightenment for his fans and followers. 

The categorization of influencers is based on the number of followers they have on social media. 

Therefore, from celebrities with a large fan following base to niche content creators with a loyal fan base on social networks, they are identified as influencers. There is also tiers-based categorization of influencers, such as micro, and nano-influencers. They are identified based on the number of followers. 

In fact, this segment of influencer is going to be massively in demand. 

Forbes reported that micro-influencers will be a keynote medium for the smaller business industries for lucrative engagements of their products and services.

What is the significance of influencer marketing?

Influencer marketing is a digital roadmap to success for any brand in today's highly competitive market. 

Brands of contemporary times are leaving no stone unturned to adjust their marketing and advertising campaigns to resonate with their target customers. Situations like pandemics forced them to put digital campaigning of their products and services on top priority. 

In this context, most of their traditional marketing approaches to convince customers are rendering no results, prompting them to hire influencers and content creators to put their business in the spotlight among their target customers.

So, influencer marketing is considerably important for businesses across the globe. 

If it were not the case, social media platforms of internet celebrities wouldn't be swamped with commercials endorsing products and services of related brands. 

The Advantages of Influencer Marketing

Builds Trustworthiness of a Brand

Though influencer marketing serves one of the purposes of generating lucrative engagements, the undertone principle it carries is building credibility and trust factor for a brand as well. 

For instance, the commercial campaign of Kalyan Jeweler featuring Amitabh is carrying the principle of building a trust factor among the target and existing customers of the jewelry brand, which values how trust is an important factor for the brand in cultivating a long-lasting relationship with its customers. 

Gone are those days when heavy-handed promotions and sales campaigns were used to fetch target customers' responses. In today's sophisticated digital marketing, brands hire influencers to seamlessly integrate their campaigns with an expression of emotive stimulants triggering responsive urges from target audiences. 

This also means the uniqueness of influencer marketing matters a lot to creatively engage customers in building the trust factor of your brand.

Promotes Brand Awareness

Today's digital marketing ecosystem is swamped with countless brands, so much so that it has virtually become impossible for a new brand to stand out from the rest in the uniqueness of its commercial offers. 

Influencer marketing, in this context, enhances brand awareness through connected social networks by using unique stories, catchy offerings, and emotive appeal to hit the right chord. 

To conclude, the immediate benefit of influencer marketing that a brand may notice is a notable increase in engagements of target audiences, thereby increasing its brand awareness to the mass public on social platforms.

Connects to Target Audience

Influencers are usually connected to mass audiences relevant to your brand. Therefore, hire such an influencer relevant to your brand. Very soon, you will get to experience getting hold of your target group through influencer marketing. 

No need to spend fortunes on identifying a new market, as influencer marketing has already one.

Doesn't sound like Intrusive

One of the biggest advantages of influencer marketing is that it hardly sounds intrusive, considering the followers of an influencer willingly choose its endorsement. Therefore, these subscribers don't object to commercial notifications sent to them via their influencers.  

Builds Customer Engagement Faster

The influencer with audiences of your niche marketing helps your brand cultivate quicker customer engagement. This is due to the fact that these audiences are already related to your niche marketing. 

So, when the endorsement of a product comes from their favorite influencer, in no time your ad campaign through influencer marketing gets rave reviews from these target audiences. 

Builds Domain Authority

Influencer marketing helps score considerably your domain authority. 

The traffic influx on your website from the massive followers of your hire influencer improves the page ranking of your website considerably, prompting other high-quality websites to link back to your domain, thus improving its credibility at the end of the day. 

This sort of domain-authority buildup is a part of the SEO strategy in digital marketing that you leverage through influencer marketing for your website. 

Other Benefits of Influencer Marketing:

  • Influencer marketing is relevant based on the niche that resonates with your products or services. This means generating a high ROI for your investment in influencer marketing.
  • It helps your brand to cultivate a valuable relationship with your target audiences.
  • It's very affordable if you are not keenly invested in celebrity influencers.
  • Businesses of any size or industry can reap benefits from influencer marketing.
  • Helps your brand to connect to a broader market.
  • If you align your business with trendsetting influencer marketing, you can manage to create an image of your brand as a pioneering leader in the market.
  • It quantifies your content strategy in terms of creativeness, trust, and values.

Final Thoughts

Influencer marketing is an unavoidable necessity for brands across the globe today. 

Given how traditional marketing approaches are proving thankless to generate considerable influence in terms of visibility and trust, influencer marketing is now believed to be one of the most dependable marketing strategies to increase your brand awareness, lucrative engagements, conversions, and content strategy, among other creative upsides that it offers.  

About the Author

With 10+ years of experience in leadership, research across the different industry verticals, Anil has helped several entrepreneurs to shape their idea into reality in the era of digitization.He is an innovative geek who has an interest in nextGen technologies such as AI/ML, Blockchain, and Data Sci...   View more...