Influencer marketing

In an over-communicated world with a myriad of advertising messages wherever we go, users are becoming more and more critical towards marketing in general. This makes it increasingly difficult to both gain and maintain their attention.
The internet and social media have brought along a new opportunity for marketing. In the “good old days”, we were used to push marketing with the receiver being passive, but in today’s marketplace, pull marketing rules – especially online. In pull marketing, the recipients themselves are a part of creating content on blogs, social media and YouTube. This is where influencer marketing comes into play.

The definition of influencer marketing

The definition of influencer marketing is changing as quickly as the phenomenon is developing. Our definition of influencer marketing, or rather influencers, is people that have the ability to impact their followers consumer patterns. We heard about blogs for the first time in 1997. The first blogs were a place where individuals could discuss and share details about their lives with other individuals. What was especially interesting about these blogs was the possibility of two-way communication – something that really intensified after platforms like Facebook, Instagram and YouTube were introduced.

Social media has become an online community where users can engage with the daily thoughts and actions of influencers. Influencers provide their followers with inspiration about fashion, makeup, hair, interior, food or even travel, as well as encourage identification, admiration and aspiration. Followers either mirror the characteristics of the influencer or are inspired to change and transform into a better version of themselves.

 

Social media has become an online community where users can engage with the daily thoughts and actions of influencers.

Who can use influencer marketing?

The relationship between the influencer and his or her followers is crucial for the success of influencer marketing. It is the influencer’s ethos and distribution channels that you as a brand buy into. Understanding the inlfuencer’s universe is paramount as a brand or agency as it provides the best foundation for producing engaging and relevant content for the target audience.

Influencer marketing is relevant for brands that want to increase their awareness, gain or retain loyal customers, or obtain an increase in sales. The latter often requires a bigger budget and is a more long-term goal, but with the right strategy, choice of media channels, outside strategies, recruitment of influencers, as well as a smooth interaction between all people involved, there are at least as many opportunities to create value in this business as in traditional media like TV and print media.

Our secret is nothing less than the use of data in all stages of a campaign. It heightens the quality of influencer marketing, and it gives you the opportunity to make better-informed decisions. But no one said it would be easy!

Influencer marketing is relevant for brands that want to increase their awareness, gain or retain loyal customers, or obtain an increase in sales.