The digital landscape is increasingly changing the way we do business, the way your clients access information, and how they make decisions. In an era where consumers have never been hungrier for reviews, ratings, and word-of-mouth recommendations, influencers are the key to unlocking their trust.
So, who are these people? An “influencer” can be any personality on social media. A high impact person is defined online as a person or social media account that has a following beyond their personal network. A follower is a social media user who follows their accounts.
Influencers have become an integral part of marketing strategies over the years. In fact, a poll study by Tomoson showed that for every $1 invested in partnership with a high impact person, there is an ROI of $6.5. While content marketing takes over 25% of several expert’s marketing budget, 18% of their overall budget goes to influencer marketing (2 nd place), followed by social media marketing, based on an influencer marketing study.
Every day, there are millions of social media users posting photos and comments about the brands and products they love. At the highest level, you want to choose social influencers based on the niche content that they produce—content that is highly relevant to your communication strategy. When selecting with whom you want to collaborate to help your reputation prosper, make sure that your brand and its brand align. Maintaining long-term brand loyalty an be difficult, given that your marketing strategy has to change over the years to grow.
But there is a big difference between brand trust and brand loyalty. However, brand loyalty will usually only occur after achieving brand trust. Trust can be built or broken within a day or even a couple of minutes if a negative sentiment towards a brand becomes viral online. That’s why our clients often use easy2know’s Influencers tool to prevent a potential reputation crisis before it occurs. This option helps you to understand your key audience and their sentiment. After just a couple of hours of research, you will have your answer to: “Do they really trust me?”
In case you missed just how popular social media influencers have become, know that over the last 12 months, there was a 325% increase in searches for “influencer marketing“ on Google. Pay attention to influencers in your industry and identify the best match that can endorse your brand. Changes in sentiment towards them over time will show you if your person of interest has been involved in any social media backlash lately.
If this wasn’t enough to convince you just how essential influencers can be for you and your strategy, then you should know that almost half the people block every ad you pay online, so they never actually get to see it. People no longer trust advertising, and according to a study by Influencer Marketing Hub, 37% of marketers have a dedicated budget for influencer marketing. Amongst them, 84% of marketers who have used this technique consider it to be effective. According to Stackla,customers find user or influencer content to be more authentic than the content generated by brands. The study also states that more than half of millennials are under the influence of social media posts before making a purchase decision.
So, the question is, are influencers trustworthy? They’re receiving sponsorship, which then obliges them to give a positive endorsement for the brand behind that sponsorship. Sure, a lot of influencers genuinely feel they are promoting quality products – but how many people would feel negative abouta brand from which they make a profit? The essential thing should be finding people who genuinely align with the brand and structuring a strategy around them.
Before choosing an influencer for your brand, ask yourself: “Why should I believe in this person?”
But at the end of the day, you can find out.