The Power of People.

Probably one of the most powerful tools for today’s modern marketer, the strength of Influencer marketing continues to grow. Cambridge defines an Influencer as “a person or group that has the ability to influence the behaviour or opinions of others: The influencer is the individual whose effect on the purchase decision is in some way significant or authoritative.”

From music to sports celebrities, brands use a multitude of people such as YouTube star PewDiePie or NZ local- ShaaanXo to push their goods. In celebrity terms the Kardashians are by far, the most influential family on the planet – resulting in Google’s creation of the Kardashian Filter for Chrome. This handy tool filters the entire family out of your life – no more Kris, Kim, Kylie, Khloe, Kendall, Kourtney or Caitlin pushing products. (You can get it here by the way.)

In order to get the most from your Influencer, you’ll need to have a clear idea of what you want to achieve. Coltrane Curtis states that: “The best way to work with Influencers… is to co-create content with them.” Co-creating content will produce a more on-brand result and net higher returns than a ‘they-know-best’ approach which could leave you out of pocket, without results. It is also statically proven that micro-influencer campaigns perform a lot better than well-known, celebrity-endorsed campaigns so you don’t always need to spend a fortune or aim for unrealistic goals to achieve what you want.

Pro’s

• Influencer-endorsed campaigns will generate an instant trust for a client’s brand and product.
• Media dollars are best spent on boosting these posts to amplify the audience reach.
• Collaborating with an Influencer is a far more targeted approach than can be achieved with traditional media.
• In some cases, influencer’s wont charge for a campaign especially if it’s in the line with their values.

Con’s

• It is difficult to pinpoint exactly how a campaign performs, especially in terms of ROI, however success can be measured through analysing engagement for a post.
• Building a relationship with an influencer can be time consuming.
• Influencers can be selective about which brand or product they wish to become affiliated with, as it needs to reflect their values and those of the audience they communicate with.

This type of marketing is already used locally with Influencers such as Art Green endorsing health products and Instagram photographer, Rachel Stewart endorsing various brands. Fear of missing out is far greater than it has ever been in today’s social media society, and in a world of want, can be a powerful, effective and highly engaging tool.

To find the right influencer for your brand you’ll need to know your audience and look for dynamic, thoughtful content which compliments your brand. Get to know your influencer through small engagements like, following, sharing and liking posts. Keeping track of relationships and how they lead to tangible events, visits, mentions or leads.

There are many variables to consider but when used effectively, Influencer marketing is a very powerful tool.