The Power of Social Media Influencers: Why Brands Should Focus More on It
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Influencer marketing is an increasingly popular phenomenon at the moment. However, if you think about it, this has been in the making a long time. Celebrity endorsements are a thing we’ve come across many times in the past. However, brands have started modifying their approaches to such endorsements.
For one, social media is the biggest thing out there right now. If your brand is visible on social media, it is much more valuable than a TV ad featuring a celebrity. Not just that, the power of social media influencers today is incredible.
In this article, we’ll take a closer look at some of the reasons why brands should focus on social influencers. And how social media influencer marketing can be a game changer for your business.
The Power of Social Media Influencers
1. They Boost Your Conversions
The power of social media influencers is very evident in their ability to boost your conversions. Collaborating with social media influencers whose niches aligns with your brand can generate relevant leads.
For example, suppose you’re in the business of selling sports shoes. Your target audience would be people who are into sports or fitness. If you collaborate with a social media influencer who’s into fitness, you can reach a tailor-made audience.
The followers of these influencers trust their opinions and product recommendations. In fact, studies have shown that 40% of consumers have actually made purchases based on such recommendations.
So if you partner with relevant social media influencers to promote your product or service, you can boost your conversions. Not only can they help you reach your target markets easily and quickly, but they can also act as affiliates. If they combine their messaging with a discount or coupon code, they provide greater encouragement to their followers to buy.
2. They Create Awesome Content
Social media influencers are skilled at creating awesome content. They are able to amass a large number of followers due to their ability to create visually appealing content. Their content is not only pleasing to look at but it also conveys important messages through compelling storytelling.
As a marketer, you must be familiar with the struggle of creating a steady flow of content for your marketing campaigns. If you happen to run out of ideas, sharing your influencers’ content can be greatly beneficial to you. In fact, you can plan a working model for your campaign that is mutually beneficial. Some of the content can be created by you, and some by them. This can save both of your time, effort, and resources as well.
The influencer marketing platform from Grin can help you find the right influencers for your campaign. You can filter them by industry, niche, engagement, and many other factors to find the right ones.
3. They Build Your Credibility
Social media influencers are considered to be the subject matter experts in their niches by their followers. Their opinions are not only trusted, but also valued by their followers.
For example, popular YouTuber and tech influencer, Marques Brownlee gets more than a million views on his videos. The reason for this is because his audience believes that he provides valuable information on products. If someone wanted to buy a new phone, they would be likely to check out his reviews on it before buying.
Now imagine if someone like him were to spread a positive word of mouth message about your brand. Your brand would definitely be perceived as trustworthy, and people would want to purchase from you. Studies have found influencer tweets, coupled with tweets from brands, increase purchase intent by 5.2X. Such is the power of social media influencers.
4. They Increase Your Visibility
The power of social media influencers also lies in their ability to increase your visibility. And in front of people who matter and who are relevant to your business, and to your success.
Suppose you are a new entrant in the beauty industry, and have a startup that sells cosmetics for women. Your target audience would be women who are interested in beauty and makeup. But how do you make yourself visible to them above the hordes of other brands already available?
Here’s where an influencer campaign can help you immensely. Studies have shown that 60% of YouTube audiences are influenced by popular YouTubers when they make purchases. If you collaborate with a beauty influencer, you know that their followers are actually your target audience.
When such an influencer promotes your products, you become visible to these people as a credible brand. Something you wouldn’t otherwise have achieved so easily and quickly.
5. They Generate Incredible ROI
Partnering with social media influencers can generate ROIs unimaginable from your marketing campaigns. Studies have found that influencer marketing has generated 7.65X ROI in earned media value on an average. In fact, the same study found that the top 15% of brands have generated 20X ROI in earned media.
But how is social influencer marketing able to generate such incredible returns? The answer is simple. Because these influencers are able to convey your message to the people who matter the most to you.
Since your brand’s value gets communicated to relevant audiences, your likelihood of success increases. You get more brand awareness, positive word of mouth, and most importantly, relevant leads. Not only does that boost your sales but also your visibility on social media.
6. They Don’t Fall Prey To Ad Blockers
The popularity of social influencer marketing also stems from the fact that it is so much better than traditional ads. Not only are influencer campaigns way more cost-effective than ad campaigns, but also superior as a strategy.
Predominantly because the content from influencers can’t be blocked. The people who have chosen to follow these influencers have made an informed decision. And they are more than eager to consume their content.
Whereas the same people might be frustrated with the typical banner and pop-up ads they see. The IAB conducted a study that found that ad blockers are being used by two-thirds of consumers. In such scenarios, influencer content is the most effective and efficient way of reaching out to them.
7. They Can Aid Your SEO Strategy
The power of social media influencers also reflects in their ability to aid your Search Engine Optimization strategy. One of the main factors that decide your ranking in search results is Domain Authority. It’s a score assigned to your website based on the number of authoritative websites who refer to your content.
The more references or backlinks you get, it is an indication that your content is credible, relevant, and valuable. This has a tremendous ability to boost your search rankings. If social media influencers mention your brand on their blogs or social channels, it can greatly aid in SEO.
For example, beauty influencer Jaclyn Hill has a section on her website where she mentions all the products she uses. Not only can such mentions help in SEO, but also can drive more traffic to your website.
Influencer marketing can be immensely powerful for the growth of your business. And hence it is important to create lasting and strong relationships with influencers.
Think about all of the ways in which you can help them aside from their compensation. Whether it’s visibility through content sharing on your social channels or within your networks, there’s a lot you can do. If they feel truly valued, they will be much more invested in your success.
Can you think of any other benefits that illustrate the power of social media influencers? Let us know in the comments below.
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