If you work in marketing you’ve heard of brand advocates, ambassadors, sponsored posts and word-of-mouth marketing. While each of these rely on different tactics, they all fall under the banner of influencer marketing.
With social media giving consumers a powerful voice in the marketing realm, they are now preferring authentic peer-driven opinions to brand-imposed communications. This is what has given rise to influencer marketing.
Influencer posts are like native advertising, but delivered by a familiar face. Our recent article, 5 reasons to consider Native Advertising, looked at the driving factors behind native content’s high engagement rates. You can see why influencer content is driving 16 times the engagement of other paid or owned media.
A survey from Burst Media shows that influencer campaigns create $6.85 of earned media for every $1 spent. Moreover, influencer content is effective in changing consumer behaviour, resulting in sales. With 70% of consumers using social to make purchase decisions, they are crying out for content that helps inform these choices. If brands are smart about the influencers they choose, they can deliver highly customised, engaging and effective content.
DPR&Co recently worked with influencer Jess Dunn (represented by Popup Collective Melbourne) to tell Australian mums about a new Sabco product at Coles. With (and this is not a misprint) 25 million impressions, the campaign delivered huge ROI for Sabco. The Cleaning Calendar we created became the top placed pin for those searching for “home cleaning tips” on Pinterest’s homepage. Read the full case study here.
Influencers span all categories. Any brand can use them. When executed with strategic and creative nous, the benefits are undeniable: increased revenue, consumer loyalty, engagement and social following.