Influencer marketing is absolutely the next big thing in advertising, revolutionising the way brands engage with consumers. According to a recent survey, 93% of marketers worldwide use influencer marketing as part of their overall strategy. The popularity of influencer marketing can be attributed to its ability to reach audiences in a more authentic and targeted way, especially when compared to traditional advertising methods.
Before I talk more about what makes influencer marketing so effective, let’s first look at what it actually is.
What is influencer marketing?
Influencer marketing is a form of social media marketing that involves using individuals with a significant following to promote a brand or product. These individuals, known as influencers, have built a loyal following of people who trust their opinions and recommendations. Influencers can be anyone from celebrities, social media personalities, bloggers or industry experts.
Why influencer marketing is so effective
The success of influencer marketing is based on the trust that influencers have built with their audience. People tend to trust influencers more than traditional advertising methods such as TV commercials or print ads, which can come across as salesy and insincere. Influencers create authentic content that speaks to their followers in a way that resonates with them. When influencers promote a product, it comes across as a personal recommendation rather than a sales pitch.
As well as being more authentic, influencer marketing is highly targeted. Brands can choose influencers whose audience aligns with their target demographic. For example, a beauty brand can partner with a makeup artist who has a following of beauty enthusiasts, ensuring their message reaches the right people.
The future of influencer marketing
As influencer marketing continues to grow in popularity, it is expected to play an even bigger role in the world of advertising and marketing. According to a recent report, the global influencer marketing industry reached $16.4bn in 2022. Brands are recognising the power of influencer marketing and as such, are investing more in the channel.
Influencers and brands now have the capabilities to influence consumers outside of social media, where they have been trapped for so long. Giving brands the power to use influencers throughout different touchpoints on their sales cycle allows for greater influence on consumer decisions.
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2mee believes that influencer marketing should also extend beyond social media channels, and that the relationship should continue when interacting directly with the brand. Our platform allows brands to deliver influencers as human holograms across their websites and apps. Here are just some of the use cases:
Welcome message - Trigger a message from the brand's influencer when a user first visits the site
Cart abandonment - Retarget with a 20% voucher from the product’s influencer
Last point purchase persuasion - Deliver an influencer highlighting key features and recommending the product to reinforce at the point of purchase
Location-triggered notification - Location-triggered message from an influencer as you walk into the shop, concert, event etc
Our HoloMessageTM product is leading the way in defining new openweb and AR channels, allowing brands to use influencers to engage, acquire, retain and inform at key moments on the customer journey beyond social media.
One of our clients, Switch Water Supplier, generated a 27% increase in customer enquiries compared to promotions with no holograms.
Influencer marketing has become the next big thing in advertising because it can reach audiences more authentically and targeted way. With the rise of social media and the growing influence of influencers, it is expected to continue to grow in popularity and become an integral part of the marketing mix for brands in various industries.
If you don't want to miss out on the next big thing, contact one of the team at 2mee via [email protected]
