Alex Lawrence, Copy & Content Executive, IPM
Influencer marketing is one of today’s
biggest trends, but in 2018 it’s reached a crossroads. Has it reached its
peak? Or does it still offer valuable opportunities for brands?
marketing has the potential to be a powerful tool to connect with consumers and
seems to offer a solution to how we now skip, block and completely avoid ads. It
has the ability to infiltrate our lives, reaching us through the very content
we choose to see. Catching up on
videos from a favourite blogger is a daily habit of many – what better way to
approach prospective customers than to connect with them through the content
they want to see, from the people they choose to follow?
Social media platforms are continuously evolving to support the
influencer marketing movement, with Snapchat recently introducing
‘Storytellers,’ a feature that aims to connect influencers to businesses.(1) Instagram has
even made purchasing items from ads more direct with a ‘click-to-shop’ tag that
allows users to buy the exact items featured in stories or posts.
In terms of
promotional marketing, which is all about initiating a behaviour change from a
consumer through offering a reward or incentive, influencers can provide valuable
opportunities. Because they have the ability to convince their dedicated fans,
they hold the potential to encourage consumers to engage deeply with a brand.
People are more likely to physically and emotionally interact with a brand if
someone they look up to and admire is speaking about the benefits of the
incentive. Moreover, influencers can also be the incentive themselves: ticket
prizes can be amplified by offering fans the opportunity to go to meet an
influencer at an event or store.
Yet, even with
such unique opportunities to get a brand name out there, influencer marketing
has recently received something of a bad rap. Why?
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