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There was a time when all the world knew was just one type of marketing-Conventional marketing. Conventional marketing can describe any marketing that involves radio and television commercials, billboards, and direct marketing; face to face. Times are changing, and consumers are fast evolving. Consumers want personalized communication with brands, hence, Influencer marketing.
Influencer marketing is a type of social media marketing that uses endorsements and product mentions from influencers–individuals with a dedicated social following who are viewed as experts within their niche. The influencer marketing industry is fast growing globally, and brands and marketers are tilting towards making influencer marketing one of their major annual marketing strategies.
What makes influencer marketing valuable, and how is it different from conventional marketing?
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Influencer marketing provides valuable communication strategies for brands to create personalized and added-value content to foster interaction and promote brand-consumer relationships. Unlike conventional marketing, Influencer marketing is like word-of-mouth endorsement. Consumers already have trusted influencers that they are part of their community on social media. They believe they can hold these influencers accountable for anything concerning the brands the influencers pitch to them, and that way, they have a personalized relationship with the brands.
Another difference is that influencer marketing has better metrics evaluation and ROI. Conventional marketing can be tracked but not as effectively as influencer marketing. Influencer marketing is already specific due to the categorization, niche, number of followers, engagement, etc. There is an analytic for brands to know exactly how many people they can reach by collaborating with a particular influencer, the demographic of the audience, the region of the audience, etc. All these provide better evaluation and ROI than conventional marketing.
The versatility and creativity of influencer marketing are also an edge over conventional marketing. With conventional marketing, there are certain clauses, rules, restrictions, etc., that make it very rigid and seem monotonous, but influencer marketing is flexible. The influencer marketing industry is close-knit with the creative industry. Influencers are content creators, and with creativity, there is no limit. Influencers use creative ways, such as dance, skits, storytelling, etc., to pitch a brand to their consumers. All of these make the marketing campaigns of brands more engaging and appealing to consumers.
It is easier for the audience to learn more about the products and services of a brand for them to engage the brand through influencers because the message is always communicated in a fun, friendly, and appealing manner. The days of direct marketing and advertising are over. People do not want to be told, “Buy ABC by Alphabet; it is good for you” they want to experience compelling storytelling to feel and resonate with the brand to drive their purchase decisions.
Although there are still some cons of influencer marketing, such as brand fit- brands would prefer to work with popular influencers than finding the influencers that best align with their brand values, unprofessionalism of influencers- since most influencers are creatives, they do not understand the fundamentals of professionalism, etc. but companies like us, FAME are providing brands and influencers a platform where these cons can be avoided or managed as the case may be to ensure the effectiveness of marketing campaigns and collaborations.
Regardless, influencer marketing has proven to be more effective, and it is worth it.