Influencer Marketing – Where Traditional Marketing Meets New Media

Have you ever been scrolling through your Instagram feed, watching a YouTube video, pinning on Pinterest or playing your Snapchat stories to only find a celebrity raving about a new product? Have you then gone and searched/purchased that same product because of their recommendation? Enter influencer marketing. 

Whether it is a face mask, a new dress or a teeth whitening kit, what you are witnessing and taking part in is known as influencer marketing. It’s the word of mouth of the 21st century, and it’s been happening right under your nose.

In a world where conversations are filled with emojis and hours are spent desperately trying to get the perfect ‘oh, what a feeling’ jump for your Boomerang, influencer marketing is becoming increasingly popular. Allowing brands to communicate with their target audience through a third party, the sell feels far more natural and authentic that at times, you hardly even know it is happening.

If you are not already familiar with influencer marketing, then here is a quick rundown of what you need to know and why you need to jump on board. With an ‘always-on’ audience glued to screens, it only make sense for brands to get involved.

The rise of influencer marketing has been rapid and has proven highly successful, with various brands across the world connecting with their target audience through sponsored posts from celebrities and personalities across various social media platforms. Rather than speaking at your consumers, this channel allows you to talk to them by employing individuals who they respect and trust to inform and do the selling in a natural way.

We think it’s safe to say influencer marketing is very powerful and has made a significant dent in marketing and public relations strategies all over the world. However, it is crucial that brands use this channel correctly to reap the rewards. In order find a perfect match, consider the below:

  • Choose your influencer(s) carefully
  • Analyse their interests
  • Look at the present tone of voice
  • Have a look through their audience
  • Breakdown their engagement vs. follow ratio

Our biggest tip?

Make your outreach personal – influencers appreciate it when you show you are familiar with them. Whether it’s through adding in their favourite chocolate to the package or sending them your product in their favourite colour, show you know what they like and why your product is relevant. Top influencers are approached daily, so it’s the little differences like this that get your email over the line.

So, what does this all mean for traditional media?

Some may argue that editorial in the local newspaper just doesn’t cut it anymore, but it’s the integrated campaigns that can cohesively combine the old and the new harmoniously that will see success in the long run.

The key is understanding what both channels offer to effectively employ into a 360-degree strategy. Traditional media, whether it be print, radio, and now digital, is highly effective in reaching a broader consumer audience; while influencer marketing is more niche and organic as the audience already shares an invested interest with the personality.

In 2016, Deloitte’s ‘Media Consumer Survey’ showed that while 58% of consumers said their buying decisions were influenced by online reviews from social media circles, television ads followed closely with 55%. Sure, in today’s world TV advertising may be reserved for the big guys with big budget…thankfully, influencer marketing acts as a less-expensive means of connecting your product or service to a targeted audience.

With statistics that show both channels are valuable, why not make use of both platforms in your strategy?

At P4 Group, we are experienced in delivering highly successful integrated marketing campaigns that allow our clients to stay ahead of the game and connect and create valuable relationships with their target audiences.

Want to know more about how we can assist your business in today’s fast-paced digital world? Learn more about our Social Media and Digital Services, including our NEW bespoke packages here.

A blog post by Danielle Zawila, Account Coordinator at P4 Group.