Traditional marketing has been flexing its marketing muscle for decades. From the allure of print ads to the earworm-inducing radio jingles, and the captivating visuals on television screens, brands can paint the town in their colors, reaching vast audiences with a well-thought-out ad campaign that’s as sharp as a well-tailored suit.
But let’s be honest, traditional marketing can be a bit of a high roller’s game, and if you’re trying to catch the eye of the younger crowd, those old-school ads might be like shouting into the void. That’s where digital superheroes swoop in with budget-friendly magic, donning their social media capes, wielding the power of online ads and email campaigns. And then there’s the influencer marketing phenomenon — the rockstar of recent years, slaying the scene with its wild success with Gen Z and millennial audiences.
What is influencer marketing?
Influencer marketing, the ultimate superstar collaboration where brands hitch their wagons to well-known personalities, isn’t exactly new. It’s been around for as long as companies have been enlisting celebrity cheerleaders to vouch for their products. But the word ‘influencer’ itself, now that’s a fresh addition to our marketing dictionary. It strutted into the Merriam-Webster’s dictionary in 2019, bringing with it a new era of marketing.
Nowadays, ‘influencer’ conjures up images of social media mavens who team up with brands to spread the good word about products and services. These digital dynamos have the charisma, the followers, and the finger on the pulse of what’s new and trending. When they show off your products, your brand becomes the center of attention, turning social media likes into product purchase clicks.
Read more about the influencer marketing movement and how your brand can harness its potential in our blog article ‘Building Relationships Through Influencer Marketing.’ And if you’re looking for a deep dive into the art of micro-influencers, check out ‘2023: The Age of the Micro-influencer‘ for even more marketing magic.
Why use influencer marketing?
The real magic of influencer marketing is its impact on purchasing decisions. Influencers seamlessly weave your brand’s products and services into their content, creating a symphony of authenticity and trust. Influencers waltz in with their relatable content and effortlessly bridge the gap between brands and their fans. Your brand becomes the main act, and consumers can’t help but dance to the tune.
Influencers know their audience, and they know them well – they won’t endorse just any product. They stick to brands that vibe with their style and authenticity. So when a ‘mom influencer’ gushes about a baby product, her followers are all ears – they trust her, and they’re hitting that ‘Buy Now’ button.
When consumers voluntarily choose to follow their favorite influencers, there’s no pressure, no hard sell; it’s just a natural fit. It’s all about sparking conversations and making your brand the life of the (digital) party — like word-of-mouth marketing on steroids, and it’s changing the way we discover and purchase products.
Now, if you need more convincing about the influencer marketing phenomenon, these statistics are about to drop the mic:
- Spending on influencer marketing is predicted to rise roughly 3.5 times faster than spending on social ad campaigns in 2023.
- Nearly a third of social media users say they’d rather discover new products through an influencer than anywhere else. And for Gen Z consumers, this number comes in even higher — at 43%.
- 82% of surveyed marketers believe that influencer marketing campaigns attract higher-quality customers than other types of marketing.
- More than two-thirds of surveyed marketing professionals said they planned to increase their influencer marketing budgets in 2023.
Why your brand should consider leveraging influencer marketing
Marketing isn’t a one-size-fits-all gig, it’s unique to your brand – your goals, your budget, your whole shebang. But, if you’re searching for a savvy, cost-effective approach to launch that shiny new product or service, influencer marketing is a great way to test out a brand-new strategy.
Plus, influencer marketing has the power to build genuine connections with both consumers and influencers, partnerships open the door to the start of long-lasting relationships, a marketing love story that keeps on giving. Future campaigns? Consider it a date.
Brandon: Your influencer marketing experts
Looking for expert help to kick your brand’s influencer marketing efforts into high gear? At Brandon, we’re not just your run-of-the-mill marketing team; our certified brand whizzes and data-driven maestros are itching to sprinkle their fairy dust on your influencer campaigns, expand your brand’s fan base, and give your brand messaging that irresistible, authentic glow.
TBA is the Swiss Army knife of marketing, ready to tackle everything your brand needs, from SEO to web design, all under one roof. So, whether it’s a quick website analysis or a full-blown marketing strategy, let’s chat and turn your brand’s dreams into digital reality, contact us today.
Haley Rojas
Associate Social Media Director
Haley Rojas is the Associate Social Media Director at Brandon. She is a results-driven social media professional with over seven years’ experience in social strategy, digital marketing, and content creation across television production, tourism/hospitality, and real estate industries, just to name a few. She graduated from the College of Charleston with a Bachelor’s Degree in Communications and still resides in Charleston, SC with her husband and their rescue dog, Bodhi.