Part Seven: Maximizing the Role Influencers are Playing

Influencer marketing has solidified its spot in the marketer’s toolbox over the past few years. As such, businesses and marketing professionals recognize the impact these influencers have had on sales and business growth, and expectations for this advertising method have been high. Some past projections estimated that influencer marketing would represent more than $8 billion by this year.

Naturally, COVID-19 changed things for everyone — including influencers. But, as time has passed and consumers have begun settling into the new normal, they’re turning back to the influencers they’ve trusted in the past. In Our COVID-19 Series, we review whether this marketing approach can help your business during these challenging times.

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Influencer Marketing 101

You’ve likely heard of social media influencers. But you may not understand exactly what they are or how they fit into digital marketing. Essentially, influencers are people who’ve obtained “celebrity” status on one or more social media platforms. Their status gives them a lot of clout with their many followers.

Online social media users follow their favorite influencers and regularly check in on what they say and do. They note what the influencers are wearing and explore the products they’re using and promoting. This gives the influencers the “power” of persuasion over a large group of consumers. With influencer marketing, businesses harness that power to encourage the influencer’s followers to try their products or services.

Industries Who Have Already Benefited from Influencer Marketing

Marketing tactics must be tailored to both the applicable industry and the individual business for peak effectiveness. While some form of influencer strategy can be applied for most industries, it may take a bit of tweaking to be successful. That said, these are some of the industries who have been successful with this marketing approach:

  • Fashion
  • Beauty
  • Food
  • Entertainment
  • Health and Wellness
  • Leisure and Travel
  • Home Design and Renovation
  • Technology
  • Parenting and Family
  • Lifestyle Branding
  • Toys and Gadgets
  • Gaming
  • Sports
  • Innovation

Platforms and Mediums Suited to Influencer Marketing

As the origin of their celebrity status, social media is the most common venue for influencer marketing. With the wild success of this marketing strategy, growth has been inevitable and influencer marketing is no longer limited to online social media platforms.

The following are a few of the places that influencers connect with consumers to market your business and spread brand awareness.

  • Instagram
  • YouTube
  • Tik Tok
  • Events

Remain True to Your Brand

People are tired, frustrated, scared, and overwhelmed. They want honesty, integrity, support, and understanding. Be sure that your company messaging reflects a trustworthy business that they can count on to behave admirably — now and when times are better. That includes choosing influencers that reflect your branding, messaging, and company culture.

With the right personality, influencer marketing has the ability to be an impactful marketing strategy that can help your business thrive during the Coronavirus pandemic and for many years to come.Our team can help you leverage the power of an influencer with targeted social media messaging. Contact us to move forward today.