WHAT IS INFLUENCE MARKETING?

WHAT IS INFLUENCE MARKETING?

WHEN INFLUENCERS INFLUENCE DIGITAL MARKETING

Businesses are increasingly using the Web and social networks. AdWords, Facebook, Twitter, LinkedIn … the places to advertise online are not lacking. But are you familiar with influence marketing?

This type of marketing uses the reputation of influencers to promote products and services. This is also an increasingly popular method. The reason is simple: nearly 70% of millennials rely on influencers’ recommendations before making a purchase, whether online or in-store. So a large majority of young adults are inspired by influencers.

WHO ARE THE INFLUENCERS?

Influencers are personalities who create original content for their community. They have an enviable reputation that allows them to reach many Internet users and even to … influence them!

Because they are followed by thousands of subscribers, influencers are indeed true ambassadors for brands. Unlike actors and traditional marketing methods, they convey an impression of authenticity. They discuss with members of their community and offer them content that generates many interactions.

The opinion of an influencer seems generally more honest and truthful than that of an actor in an advertisement, paid to convey a message. The work of an influencer can represent a gold mine for a company wishing to increase its reputation or make known its products. And that for a fraction of the price of a traditional television advertisement.

HOW DOES INFLUENCE MARKETING WORK?

To put it simply, influence marketing is a communication strategy that allows a brand to disseminate information through influential people on the web and / or social networks.

The principle ? Improve brand image or brand awareness through targeted communication with a qualified audience.
Unlike the buzz technique, influence marketing allows good control of information dissemination and better definition of content. It is organized in 3 key stages:

  1. determine the target and potential buyers of the brand
  2. identify influencers who have a similar audience
  3. relay information by these influencers

Why use influence marketing?

Digital has become absolutely essential and brands – aware that the Internet can change everything in one click – are trying more and more to reach a quality audience instead of focusing on quantity. Influence marketing is a discipline whose benefits and benefits are very different from other marketing styles used.

Influencers know their audiences and are able – better than brands – to create engaging content. Their audience is certainly weaker than that of some media, but also much more specific and likely to interact because their affinity with the influencer makes them receptive to their ideas. A message from them will seem more authentic and attractive than a message coming from a conventional communication channel such as a radio spot or an advertising banner.

Influencers are not only the ambassadors of the brands they value, but also the real relays of information whose legitimacy outperforms the more traditional media.

The other advantages are multiple: better targeting, improved SEO and much lower cost than conventional means of communication.

What are the challenges of influencer marketing?

Although the benefits of influencer marketing are numerous, its use is not that simple. There are 3 major challenges to overcome:

Identify the most relevant influencers

Influence is not easy to define and measure. Contrary to popular belief, being a celebrity is not enough. It depends on the problem of the brand and the consistency between the positioning of the latter and that of the influencers.

The three most important criteria in the measure of influence are:

  • The scope of the message and the audience potential (such as visitors to a blog or the number of followers for example)
  • The level of engagement of the audience on each visual or article broadcast (number of shares, comments or likes)
  • The relevance of the message to the brand’s goals and the audience’s interests

Relationships with influencers are not easy to manage. They are built over time and depend on the requirements of the latter. Most influencers will agree to work with brands they like that fit their editorial line. However, they will not take the risk of disappointing their audience by publishing any type of advertising.

It is often safer to rely on a communication agency that is used to working with influencers, to avoid missteps. Indeed, if an influencer can help boost your brand awareness and image, it can also easily deteriorate.

Measure the effectiveness of the campaign

Influencer marketing aims to improve not only brand awareness, but also its image. On average, brands give this type of campaign between 1 and 20% of their communication budget, which can represent a significant amount.
In order to evaluate the campaigns of influence, the qualitative is more important than the quantitative one and it is more relevant to look at KPIs (Key Performance Indicators) rather than the ROI which is difficult to measure:

  • The commitment generated on the different publications (likes, comments, mentions)
  • The content sharing , although viralization is not the primary objective of influence campaign
  • The traffic entering the brand website

Although this technique has been used for many years, so-called influential marketing has exploded recently and is becoming a must in the development of communication campaigns. Its definition, however, remains quite vague for many brands that do not yet know why or how to use it.

What is influence marketing?

To put it simply, influence marketing is a communication strategy that allows a brand to disseminate information through influential people on the web and / or social networks.

The principle ? Improve brand image or brand awareness through targeted communication with a qualified audience.
Unlike the buzz technique, influence marketing allows good control of information dissemination and better definition of content. It is organized in 3 key stages:

  1. determine the target and potential buyers of the brand
  2. identify influencers who have a similar audience
  3. relay information by these influencers

Why use influence marketing?

Digital has become absolutely essential and brands – aware that the Internet can change everything in one click – are trying more and more to reach a quality audience instead of focusing on quantity. Influence marketing is a discipline whose benefits and benefits are very different from other marketing styles used.

Influencers know their audiences and are able – better than brands – to create engaging content. Their audience is certainly weaker than that of some media, but also much more specific and likely to interact because their affinity with the influencer makes them receptive to their ideas. A message from them will seem more authentic and attractive than a message coming from a conventional communication channel such as a radio spot or an advertising banner.

Influencers are not only the ambassadors of the brands they value, but also the real relays of information whose legitimacy outperforms the more traditional media.

The other advantages are multiple: better targeting, improved SEO and much lower cost than conventional means of communication.

What are the challenges of influencer marketing?

Although the benefits of influencer marketing are numerous, its use is not that simple. There are 3 major challenges to overcome:

Identify the most relevant influencers

Influence is not easy to define and measure. Contrary to popular belief, being a celebrity is not enough. It depends on the problem of the brand and the consistency between the positioning of the latter and that of the influencers.

The three most important criteria in the measure of influence are:

  • The scope of the message and the audience potential (such as visitors to a blog or the number of followers for example)
  • The level of engagement of the audience on each visual or article broadcast (number of shares, comments or likes)
  • The relevance of the message to the brand’s goals and the audience’s interests

Get in touch with influencers and convince them to collaborate

Relationships with influencers are not easy to manage. They are built over time and depend on the requirements of the latter. Most influencers will agree to work with brands they like that fit their editorial line. However, they will not take the risk of disappointing their audience by publishing any type of advertising.

It is often safer to rely on a communication agency that is used to working with influencers, to avoid missteps. Indeed, if an influencer can help boost your brand awareness and image, it can also easily deteriorate.

Measure the effectiveness of the campaign

Influencer marketing aims to improve not only brand awareness, but also its image. On average, brands give this type of campaign between 1 and 20% of their communication budget, which can represent a significant amount.
In order to evaluate the campaigns of influence, the qualitative is more important than the quantitative one and it is more relevant to look at KPIs (Key Performance Indicators) rather than the ROI which is difficult to measure:

  • The commitment generated on the different publications (likes, comments, mentions)
  • The content sharing , although viralization is not the primary objective of influence campaign
  • The traffic entering the brand website

Collaborate with influencers, a strategic choice

Most brands today are building marketing strategies with one simple goal: short-term profitability with increased store or store traffic.

But the reputation and the image are built on the long term and this will ensure the durability of some brands and will cause the loss of others.

Influential marketing is therefore a long-term strategy that many companies have already exploited. It is relevant in several situations:

  • the launch of a product
  • promotion through content delivery
  • the organization of events
  • crisis management
  • corporate communication

Bloggers, institutes and other youtubers are more and more numerous to collaborate with brands, especially in the tourism sector where it is very effective to communicate in the country of origin of the tourists that one wishes to touch during their visit .

For several years, the travel agency Maxity is specialized in communication for tourists who visit Paris. The use of influence marketing is an integral part of the strategies implemented regularly for many brands.

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