09 Mar Influencer Marketing: The Tools of the Trade
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There’s a saying thrown around that high school never really ends. Whether we’re searching for prom dates or chasing a sales goal, there’s always a desirable crowd of trendsetters and tastemakers that impacts our choices. (I’m referring to the ruthless teens that ruled the hallways without mercy in cult films like Heathers and Jawbreaker, here.) Some aspects have changed – perms and shoulder pads are things of the past, for one – but, instead of carrying the newest Coach bag or dating the quarterback, the pretty people hold a different kind of sway in the modern world: they control social media.
Today’s social media influencers bear some similarities to the stylin’ cliques of yore; they are celebrities that influence thousands of followers on digital platforms like Facebook and Instagram. It makes sense when you boil it down. Even when presented with statistical data, most people still tend to think in narratives, and word-of-mouth is shown to impact 20 to 50 percent of all purchases. Who better to share product narratives with consumers than their favorite celebrities?
Celebrities – including household names like Kim Kardashian and DJ Khaled – use various social media platforms to engage with their fans directly, creating personal experiences that inspire many of their audience’s purchasing decisions. (Indeed, almost 40 percent of Twitter users said they have made purchases because of an influencer’s Tweet.) But, beyond obvious influencers like fashion models and pop singers, unexpected celebrities like YouTube stars are also generating significant pockets of influence. For example, Variety revealed that U.S. teens ranked eight YouTube creators among the most talented celebrities in the world, with English YouTube personality KSI topping the list.
Statistics like these are (quite literally) changing the face of social media marketing today. When coupled with a streamlined brand image, influencer campaigns prove to be potent marketing strategies for several reasons. First, collaborating with a social media influencer grants you access to their already established base of online followers, significantly expanding your existing audience. More importantly, a popular influencer’s stamp of approval lends some credibility to your product, as fans tend to trust the word of their favorite stars.
The power of association is something real that we can harness in a world where celebrities are mere clicks away. While you need to have a thorough understanding of your audience – i.e. What messages are relevant to them? Who do they trust? – influencer marketing is starting to look like the way of the future.
Contact Embark Marketing today to learn more about leveraging your social media influencers!