Influencer marketing is like an offshoot of the old-fashioned marketing, using actors. The difference between the two is you obviously know that this famous (and hopefully, likable) actor is peddling a product. Influencer marketing is a little more subtle and picks up on the “everyday Joe” vibe to draw in consumers.
The number one strategy is to influence the audience. This is done by finding people who can really communicate with others. For example, a millennial will be the best candidate for attracting millennial consumers. While this would be true in all aspects of advertising, it is especially true in social media. A 20-year-old watching a 20 year old drink a beverage from Starbucks… and having a crazy-fun time doing it is more likely to attract millennials than a 20 year old watching a classic commercial with John Travolta talking about how wonderful a mocha frape is while he is kicked back on his yacht. Influencer marketing is relaxed. Its subtle. Its believable.
Influencers role in marketing is to attract consumers who enjoy the same activities or products that they enjoy. A celebrity endorsement is effective to a point but consumers KNOW this actor is getting paid to say and do what they’re saying and doing. Consumers are skeptical of actor advertisements. An influencer in marketing and social media is like having a friend or coworker say they like a product or service rather than recommend a product or service.
Negatively, companies can have issues with influencers in marketing because there is a lack of control over how their product will be viewed. An actor follows a script, promotes the product, and gets paid. An influencer gets paid for randomly, spontaneously sharing a product… usually off the cuff. Companies look for the best possible influencer with the right audience to market their products. For example, if a person has a beauty vlog, a company with a new cosmetic line will look to that vlogger rather than a comedian eating cookies on Youtube. Influencers can create content easily, share with their viewers, while those viewers share with their friends so the range of “influence” can be really astounding. Influencers create loyal relationships with some of their followers so when someone views a product being used by their favorite vlogger, they tend to believe the product is actually good. There is a lot of trust between influencers and consumers and this is probably the biggest reason that more than 75% of marketers are working with influencers in advertising.
Influencer Marketing | What is Influencer Marketing? (n.d.). Retrieved from http://www.marketing-schools.org/types-of-marketing/influencer-marketing.html