in·flu·enc·er | \ ˈin-ˌflü-ən(t)-sər: one who exerts influence: a person who inspires or guides the actions of others
In marketing, an influencer is defined as a person or organization that provides a brand or product endorsement. These high-value relationships drive awareness, engagement, deliver customer conversions and are a major force in digital marketing, increasing in importance as the buyer journey becomes more fragmented and consumers grow an immunity to traditional advertising. The right influencer can produce content that is 11 times more effective than banner ads. But why is this so? What specifically makes an influencer’s content more valuable than others?
It is just je ne sais quoi?
The answer lies largely in the influencer’s ability to build value and trust with their audience. In fact, back in 2015, Nielsen’s Global Trust in Advertising Report indicated that audiences show an affinity for advertising that comes directly from those they know and trust, much like a digital friendship. And influencers are effective at building this trust in a variety of ways: online via Instagram and social, their own blog or as a guest blogger, vlogs and brand collaborations.
A study conducted by Adweek shows that in 2016, 76% of brands engaged in influencer marketing. By 2017 that number was closer to 86%. Today, influencer marketing is a $5B to $10B industry. Influencers have a reputation for creating custom content that resonates with audiences and generates sales. They build brand awareness and are trusted by their following- fans who see them as authorities on a given subject. They are dedicated to engagement and know how to communicate to their audiences in ways that inspire action—and this is measured by reach, impressions, comments, likes and shares.
Learn more by downloading our Quick Guide to Influencer Marketing.