Why Does Social Influencer Marketing Work So Well?

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It seems like everyone’s hopped on the social influencer marketing bandwagon these days. After all, 75 percent of marketers now incorporate it into their marketing strategies. If you haven’t already adopted social influencer marketing, you may feel like you’ve been caught flat-footed.

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Some people remain skeptical about this new marketing technique. After all, it looks like a fad, and many expect it to fade away over the next couple of years. The numbers don’t back up this view. It looks like social influencer marketing is here to stay, precisely because it works.

One question probably remains: Why does social influencer marketing work so well?

Skeptical Consumers

One of the most important things to note is the decline of older sales and marketing techniques. Cold calling, for example, was never a very effective sales technique, but its conversion rates have only gotten worse in the last ten years or so. Cold calling no longer works.

Consumers are increasingly skeptical about other marketing techniques as well. Most claim they don’t trust advertising. They’re more inclined to think critically and ask questions when they see an ad. They’re not taking things at face value. Worse, they hardly ever believe your claims. They want proof your product is the best!

This cynicism has led to a decline in the effectiveness of older forms of marketing. Marketers have been left scrambling to find new techniques that do work.

Building Trust with Social Influencer Marketing

The biggest problem is consumers’ lack of trust in companies. Most consumers feel a company would be willing to lie to them to sell its product. In fact, most consumers do believe companies tell lies in their advertising.

Consumers have little reason to trust brands and marketers. Most believe all you want to do is sell them something. They don’t trust you’ll give them the truth because the truth might mean you don’t make a sale.

Marketers need to build trust with consumers. One way to achieve this is the use of content marketing. The company provides informative and interesting content consumers can use to form their own opinions. Over time, the consumer comes to trust the brand because it’s consistently providing excellent information and allowing consumers to make their own decisions.

Social influencer marketing is also centered on trust—but in another way.

Who Do You Trust?

Consumers don’t trust companies or marketers. Who do they trust? Research shows they trust the people close to them: their friends, their families, and their co-workers and school peers. They turn to these people for advice about which products to purchase and which brands to trust.

More consumers are also indicating they trust social media influencers. These influencers provide entertaining, informative, and interesting content to their followers. Those followers trust the influencers’ opinions about products and brands. They’ll often take recommendations from a trusted influencer.

Influencers themselves feel some pressure to maintain this trust. They’re invested in steering their fans and followers “right.” They want to help them make the best purchase and to avoid “bad” products or unscrupulous companies.

Building Relationships

Over time, influencers build relationships with their fans and followers. You also want people to develop a relationship with your brand or company. Social influencer marketing can help you get there.

The reason social influencer marketing works so well is it focuses on trust and relationship building. Your brand works with the influencer over time, not as a one-off. The influencer learns to trust your brand and becomes a brand ambassador, promoting you to their fans and followers.

Eventually, those people also become customers who then begin building their own relationships with your brand.

While social influencer marketing is something of a slower process, it’s also more rewarding in the long run. There are benefits for both consumers and brands, which is why it works so well.

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