FACT: 74% of people trust social networks to guide them to purchase decisions
FACT: People who rely on influencer recommendations is 49%
FACT: Influencer Marketing generates 11X more ROI than traditional forms of marketing.
FACT: In 2016 alone…influencer marketing surpassed print marketing
Do I have your attention now?
For marketers, you either love or hate influencers. But first, what is an influencer?
The short answer? Individuals that have influence over potential buyers.
The long answer? Influencers come in all shapes and sizes.
- Actors, musicians and other performers
- Usually with at least 1M followers
- E. The Kardashians, Selena Gomez, Jennifer Lopez
- Non-celebrities with 100K+ followers
- Thought leaders, aspiring entertainers, photographers, fashion and beauty vloggers
- Less than 100K followers
- Most would consider them more of your “everyday people” or your “Average Joe”
So what’s the big deal, and why do I invest in these people? Ah, the keyword there is “people.” These people have a following that is engaged, watching, and looking for recommendations. Recommendations on restaurants, beauty, technology, home buying…the list goes on. It’s the bread and butter of word-of-mouth marketing. In the past, it may have been a close friend, your mother or cousin whom, on your daily phone calls via rotary telephone, just gushed over their new Tupperware.
If it’s any consolation, this millennial has grown up on rotary telephones and Tupperware. Worldly? I know.
We live in a digital world. Consider the smartphone you may be reading this blog from right now. It has connected us to more people than ever before. For most, (myself included), family and friends don’t exactly live down the street anymore. While we text, call and message each other, nothing beats the swipe of an Instagram newsfeed or watching the latest YouTube video from my favorite beauty or tech influencer to sway my decision to buy that new mascara or switch from Apple to Android.
The facts and figures are clear. Social media influencers need to be part of your marketing mix. It’s added value at its finest, and it’s easier than you think. But that’s another blog for another day.