BY Kathy Crosett
Are more consumers purchasing products based on influencer recommendations? Sprout Social’s research indicates that around 66% of consumers have made a purchase “based on an influencer’s recommendations in the last year.” AudienceSCAN projections indicate that the power of marketing influencers is likely to increase in the next two years. Your clients need to know how to find the right influencers for their brand.
Why do brands use influencers?
Sprout Social’s The Next Wave of Influence report indicates that marketers have multiple goals when they hire influencers. These goals include:
- Brand awareness 50%
- Brand trust 46%
- Content creation 30%
- Communication engagement 30%
What challenges do brands face when it comes to their influencer investment?
Using a marketing influencer is far different from running an ad campaign on digital or traditional media. If your organization has experience with influencer use, you can successfully position yourself as an effective partner. Brands report the top challenges for their influencer marketing programs are:
- Finding creators that resonate with their target audiences 42%
- Finding creators that match brand values 41%
- Measuring ROI 38%
Keep in mind that values matter to brands. B2B BuyerSCAN data shows that 13% of senior decision-makers avoid buying from companies with values that conflict with their own. They’ll also notice influencers whose values conflict with their own and will likely assume the brand is not one they want to do business with.
What are the challenges in measuring marketing influencer ROI?
For many years, marketers measured social media success by how many followers they had. They also used follower count as an important metric for influencers. But they have since learned that follower count does not translate into higher sales.
Consumers are evaluating what influencers are all about before they commit to following them. Sprout Social analysts point out that consumers care more about what subject influencers are talking about. They also want to know which brands they are partnered with.
Sprout Social’s research also reveals that many consumers who engage with influencers on social media are not followers. But they are interested in specific categories and engage at higher rates for categories like lifestyle and beauty.
In fact, the smaller the influencer niche, the more powerful the brand’s investment can be. And this is particularly true with Gen Zers. These consumers are significantly more likely than others to be frequent social media influencer responders according to AudienceSCAN research.
Niche influencers are more likely to connect with consumers when they post content that draws attention. Specifically content related to education about a product or product discovery outperforms other categories.
What is the best influencer content format?
The VAB recently noted that brands may have a new path to their audience's purchase consideration. As consumers become aware of creators, also known as marketing influencers, they follow them to new formats. One favorite format is streaming TV. Brands can buy ad space on streaming TV programs. When these ads feature known creators, consumers will pay attention and consider making a purchase.
Working with influencers – building trust and credibility
Your accounts should also know that consumers have preferences about influencers and their product use. Only 19% of consumers say it doesn’t matter if an influencer uses a product they’re touting. The vast majority do care, and to maintain credibility, your accounts should work with influencers who are willing to use their products, at least once.
In addition, consumers like to see a long-term relationship between an influencer and a brand. This type of relationship builds trust and leads to more revenue.
Should your accounts use employees as influencers
Should your accounts encourage their employees to post influencer content? Around 37% of surveyed consumers see content from employee influencers. At least once a month, 28% of consumers become aware of new products because of these employees. And they don’t necessarily want to hear from the marketing employees. 46% say frontline employees are the ones who they check out. There’s a theme here. Consumers figure that these employees will know about the best uses for new products.
Final thoughts
The world of marketing influencers, increasingly known as content creators, can help your accounts grow revenue. Navigating this opportunity can be challenging. But with the right pitch, you can position yourself as an expert service provider and grow your revenue too.
Photo by Polina Tankilevitch on Pexels.
