It’s the new form of advertisement that’s not overwhelming.
Influencer marketing is the subtle and relatable way to go about marketing your brand to new audiences.
Most of us spend more time than we’d like to admit on social media, so why not take approachable collaborations to the people who run the stage.
Typical marketing campaigns don’t work there, unfortunately.
Work with reputable people, and see what they can do for your business.
Building Trust and Authority with Influencer Marketing
Influencers do for a business exactly what you’d expect: They influence.
They have a genuine connection to their audiences, which some have taken years to build, and they have the unique ability to build trust with complete strangers online.
It’s not just personal, but it extends to the brands they endorse.
- Influencers often cultivate genuine connections with their audience, built on shared interests, values, or experiences.
- Their ability to engage on a personal level fosters a sense of relatability and trust, making the audience more receptive to their recommendations.
- Influencers are great at weaving personal experiences into their content, creating a narrative that resonates with their followers.
- Sharing real-life stories and challenges establishes a sense of transparency, making the influencer more authentic and relatable.
- Unlike traditional advertising, influencers offer authentic opinions about products and services.
- This authenticity is crucial in a landscape where consumers value genuine recommendations over scripted promotions.
Bridging the Gap Between Consumers and Brands:
Influencers fill the blank space between big brands and their customers.
This bridge is built on trust, authenticity, and a shared connection that influencers establish with their audience.
- Influencers act as advocates for brands in a relatable manner, providing a human touch to the products or services they endorse.
- This relatability enhances the perceived trustworthiness of the brand in the eyes of consumers.
- The interactive nature of influencer content allows for two-way communication between the influencer and their audience.
- This communication fosters a community feel, reinforcing the idea that the influencer is a trusted intermediary between consumers and brands.
- Influencers embody the social proof that modern consumers seek before making purchasing decisions.
- The trust established by influencers contributes to the positive perception of the endorsed brand, and creates a ripple effect.
How Influencers Expand Reach and Relevance
Their ability to connect with specific niche audiences provides a strategic avenue for brands to not only broaden their visibility but also to position themselves as relevant and appealing lifestyle choices.
It’s the most human way to market to people without them necessarily realising it’s in-your-face guerilla marketing.
- Niche Audience Connection: Brands can strategically align with influencers who have a dedicated following within their target market, making a more direct and impactful connection.
- Strategic Alignment: Collaborating with influencers requires a strategic approach where brands identify influencers whose values and messaging align with their own.
- Cultural Relevance: Influencers are often trendsetters and cultural enthusiasts, making them well-positioned to keep their content in tune with current trends, which is a goldmine for businesses.
- Diverse Demographics: The diverse range of influencers and their following allows brands to tailor their message to different age groups, cultures, and lifestyles.
Positioning as Lifestyle Choices:
When businesses associate with an influencer who has a particular lifestyle, they can position themselves as integrated parts of everyday life.
If a butter brand like Lurpak collaborates with cooking influencers to make a wide variety of recipes, people are more likely to buy the product, or do the whatever the influencer has done.
It’s a 50/50 on which they actually go with, but it’s the brand recall and identity that makes all the difference.
Using Influencer Marketing to Humanise a Brand
We’ve now gathered that influencers put a familiar an trusted face onto a brand.
Businesses are pretty faceless and tend to be thought of as a void, but with the help of internet personalities, they can become a little less mysterious and more approachable.
If you’ve ever seen the show How I Met Your Mother, it’s essentially the equivalent of Barney’s “Have you met Ted?”.
Personal Narratives: Influencers plan their content around what they do, so daily, they can weave in a product and make it their own.
BTS: This is incredibly meta, but also very important for brands. When influencers are allowed behind the scenes to film, it breaks donw the 4th wall for consumers, so make sure to be on your best behaviour!
Relatability: When influencers share everyday experiences, challenges, and successes, they make the brand more relatable to the audience.
Creating Engaging Content: Breaking Through the Noise with Influencers
At the forefront of this movement are influencers, hailed as content creation experts.
They cut through the noise, and establish meaningful connections with their audience.
- Authentic Storytelling: Influencers are inherently storytellers, crafting narratives that authentically reflect their experiences, values, and opinions.
- Visual Appeal: Influencers create high-quality images and engaging videos for their audience, it’s not just a video, it’s an experience.
- Interactive Elements: Influencers skillfully incorporate interactive elements into their content, such as polls, quizzes, and Q&A sessions.
- Timely and Trendy Content: Influencers create content aligned with current trends and timely events. Brands can harness this trend-sensitivity to stay culturally relevant.
- Consistent Brand Messaging: Successful influencers integrate brand messaging into their content without compromising authenticity.
Collaborating with influencers allows brands to tap into new audiences, creating content that not only breaks through crowded markets but also resonates with their target audience.
Challenges with Influencer Marketing
Influencer marketing, while beneficial, comes with challenges.
The key lies in thoughtful selection, ensuring alignment between influencer and brand values.
Transparency is crucial – influencers must openly disclose partnerships to maintain consumer trust.
Ethical considerations, like avoiding misleading endorsements, are essential for a sustainable influencer strategy.
Staying adaptable to evolving social media trends is also crucial.
Influencers can also get cancelled, so if you’ve worked with someone who’s got into a lot of trouble recently, say something publicly and don’t condone their actions.
Accountability is everything on social media.
If you want to make it through overcrowded markets and make a name for yourself, influencers and social media are your best bets.
People like relatable, not in-your-face advertisements and, if they don’t even realise it’s an ad, it’s even better.
If you need a kickstart with branding ideas, or want a new brand design completely, reach out to Toast.
We can help you grow your reach and help you with kickass branding.