A decade or two ago, influencer marketing wasn’t really taken seriously. Today, big brands like Selena Gomez’s “Rare Beauty” are making a mark with huge marketing budgets, and even incumbents like L’Oreal Paris are falling in line.
If we move away from the beauty industry, small businesses from all over the world are depending hugely on social media marketing – a large chunk of which involves influencer outreach – to get noticed by their target audience.
In this article, we’re going to take a look at how (and why) Instagram influencers are leaving such a mark on the marketing world, so keep reading.
They Have Huge Audiences
Gone are the days when marketing strategies like sending out pamphlets in the mail and runnit TV and radio ads worked. Now, companies had to look around and find out where they could reach audiences in the same numbers.
The solution was simple, even if people took their time accepting it. Instagram influencers grew their following by strategies like using hashtags, posting regularly, and constantly producing content that people found useful and wanted more of. Even now, Facetune’s list of beauty hashtags and hashtag generation softwares are very in demand resources.
As a result, influencers have huge audiences that trust what they say and look to them for guidance.
Through paid partnerships and sponsored deals, all kinds of brands can gain access to this audience.
E-commerce is Booming
It won’t be an understatement if we said that the pandemic changed the face of the world as we know it. As a result, people have started shopping online more than ever.
When you’re faced with the reality that there’s no actual way to verify the quality of the things you’re buying. In cases like this, you turn to sources you trust. That’s where influencers come in. They’re trusted by their audiences and people are more likely to buy something recommended by these experts who try it for them.
Young People Trust Them More
Capitalists will do what they need to, if they want to make a sale. Now, this entails catering to Gen Z that listens to influencers. To reach this young audience, brands are now taking influencer marketing seriously. According to a survey, 56% of Gen Z is more likely to try a product or service if their favorite influencer recommends it.
This is one of the biggest reasons influencer marketing is getting more and more important – the kids aren’t the future – they’re the “now”. This generation is entering the workforce, graduating college, and is now making up a bigger and bigger percentage of any organization’s consumer demographics.
Influencers are able to inspire the kind of trust in their audience that people barely have in huge corporations. This is because while these corporations have an interest in presenting their products in the best possible light, influencers are presumed to be honest and unbiased about the products they review and talk about.
Think about it like this – if you’re looking to buy some kind of hair care product, you’d want to look at the reviews on independent websites and talk to friends and family who have used the product before.
Influencers do the same thing but on a bigger scale. The critique they provide is honest, and most influencers can’t be talked into being dishonest with their audience.
These are just some of the ways influencers are getting bigger and bigger everyday, and are changing the face of the marketing industry as we know it.