Businesses with an online presence have a number of avenues they can choose to pursue when improving their desired audience’s awareness of and engagement with their brand. From creating high-quality original content such as blogs, search engine optimization, and developing an attractive and informative website, many businesses are already familiar with these options and have allocated space for them in their marketing budgets. However, recent trends have suggested the growing importance of influencer marketing services as a potential means of promoting a brand through the Internet.
More and more businesses are turning to influencer marketing companies such as HireInfluence as a way to explore the ideal pairings between their brands and the right influencers. Furthermore, influencer marketing agencies are increasingly playing a significant role in formulating influencer marketing strategies that may result in increased views and clicks for brands. The reason behind this shift can be attributed to the findings from studies on influencer marketing, which have shown companies interested in the topic some promising insights.
One study conducted by Grin in 2022 found that 90% of Internet users trust recommendations from the social media influencers they follow, although individual results may vary. At the same time, studies have suggested a decline in consumer trust in companies, with one study conducted by Edelman in 2019 revealing that 2 out of 3 consumers expressed a degree of distrust for companies. Based on this, it seems the right approach for long-term engagement with a product or service might not involve marketing it directly to people online but rather cultivating a sincere appreciation for its merits through an online personality whom a potential customer trusts.
The reason for this trust could be related to the strong parasocial relationships that online personalities cultivate with their viewers and followers. By following every aspect of an influencer’s life, their followers feel as though they know them personally. They identify with their likes, knowledge, and personality. By aligning a brand or its products with the values and ideas that an influencer personally represents, businesses might be able to increase audience goodwill and excitement for what they have to offer.
However, simply choosing the path of influencer marketing does not guarantee success for any company seeking to improve its online marketing strategy. As mentioned before, a brand influencer should be the right fit for what a brand represents, and they must also have audience demographics that align with the type of audience that a company is trying to reach.
It can be difficult for a company to vet influencers and choose the right ones without any outside help. Vetting requires dedicating a reasonable amount of time and effort to researching statistics related to an influencer’s audience demographics and overall impact. For this reason, many companies are investing more money in influencer marketing platforms and agencies that can handle the heavy lifting for them, matching influencers with brands and creating strategies that aim to ensure influencer marketing campaigns will have maximum impact.
Influencer marketing is just one example of how digital marketing has shifted in recent years. In order to stay competitive and receive the ideal possible return on investment for their marketing budget, companies need to understand what influencer marketing offers in comparison to some of the other traditional marketing methods, such as paid ads on search engines. While both of these methods can be used in conjunction with each other, companies may need to prioritize one form of marketing over another. Because of influencer marketing’s potential to foster trust between brands and audiences, any company looking to optimize its impact on the Internet may want to consider it when developing a new marketing strategy.
Disclaimer: This content is for informational purposes only and is not intended as marketing or business advice. It does not replace professional guidance in developing marketing strategies or managing influencer partnerships. Businesses are encouraged to seek advice from qualified marketing professionals or agencies before making any strategic decisions.
Published by Stephanie M.
