How Influential are Influencers
To kick things off what is an influencer exactly? An influencer is a well-known person on the Internet marketing a company’s product or service. These influencers are people with a huge follower base and authority to influence their fans or followers in some way.
Although most companies thought influencers were a fad, analytics have shown that influencers have the potential to surpass traditional advertising. Influencers have the unique ability to capture the target market in a way that regular advertising and celebrity endorsements can’t. The perception of influencers does, however, depend on who’s asking.
If you ask a Millennial…
If Millennials fall into the target audience for your brand, it’s high time to start investing in an influencer for your social media strategy. Millennials trust influencers because they’re relatable and transparent. In this day and age, honesty is refreshing when younger people feel as though they’re getting an authentic recommendation for a product, they are more likely to buy it. We find examples of influencers in every market and sub mart, but across the board, Kim Kardashian has mastered the art of influencing. Kim recently won the influencer of the year award, as presented by the CFDA. Millenials have noticed that anything branded by the Kardashians is worthwhile.
If you ask a company…
Although companies were slow to hop on the bandwagon, they’re all in for influencers now. Where a company would spend millions for a paid thirty-second ad, they can pay the faction of the price for an influencer and garner the same amount of impressions, you can definitely see the appeal. This approach to marketing through influencers have even enticed the heavy hitters in the industry. Clearly, dollars, cents, and analytics matter more than a big name celebrity.
If you ask a non-Millennial…
Only 23 % of non-Millennials are influenced by social media. The influencer approach may not be well suited for an audience over 50. Using an influencer is definitely a niche market, the older generation still favors a more traditional form of advertising. The disconnect for non-millennials is the lack of familiarity with the actual influencer. Unlike millennials, they don’t follow influencers on social media, so they haven’t built a relationship. Although influencers are the latest trend, the one size fits all approach to marketing doesn’t work for this audience.
So, influencer marketing is here to stay – for now. The question is, will you be embracing it? We guess it just depends on who you ask.