Influencers in Digital Marketing
Posted: Mon Dec 23, 2024 6:43 am
The use of influencers in marketing is not a new concept. The text Research in mass communication July 1940 presented research in favour of mass communication on mainstream media during informal meetings for this study in September 1939 and June 1940 in the USA. It was stated that the population is influenced by second-hand information and opinion leaders. Now, in the digital age, influencers become a vital part of social media advertising.
Around 71% of consumers are more likely to make a purchase based on a reference on social media. For this very reason, many companies use these influencers in their marketing strategies. It is estimated that for every euro invested in these campaigns, companies earn 6 times more. But this may involve a potential ethical conflict as the use of the influencer strategy increases.
Aspects to take into account with Influencers
The Federal Trade Commission (FTC) is an argentina email address independent agency of the US government that has already applied general advertising laws to influencer advertising. But as technology and social media continue to evolve at a very rapid pace, the FTC is still in a difficult position to act. Although it has managed to establish two ways for influencers to talk about the product or service they promote:
1-«Company «X» has given me this product so that…»
2-«Some of the products I am going to use in this video were sent to me by the manufacturers of «X».»
Even some influencers who participate in advertising campaigns use hashtags as a promotional notice and comply with these rules.
But what would be the consequence of not doing so?
That is a matter that remains to be determined.
In the case of micro-influencers, for example, they point out that they do not provide enough traffic on their social platforms to create a real problem. But beware, the FTC can take away all the return on investment ( ROI ) benefits from a particular post that does not live up to its standards.
The shortcomings of this type of strategy include: consumer fatigue if the campaign is too intrusive. The consumer distinguishes perfectly between advice and advertising. A bad decision in the marketing strategy can mean absolute failure.
Taking advantage of influencers
Influencers-cash
The Influencers-cash
When it comes to launching a brand, app, product or similar, the audience that can be predicted is different from that of research. For example, when launching a trivia game app, the expected audience will be in the age range of 20-30 years old. But there can also be a large audience in the age range of 50 years old. In these situations, influencers help to find the true target market.
In many cases, this means a growth in niche audiences, and that's where micro-influencers are essential. Here are three ways to take advantage of them:
Pick a target: If your target audience is vegans, it would not be wise to choose an influencer who has promoted McDonald's. Influencers should have a relationship with the product or brand. The consumer needs to identify with the influencer when they promote the product or service.
Perfect integration: In addition to having a quality product, the Influencer of your campaign consumes it or really believes in it, which is a great added value. Thus, advertising the product repeatedly will be less tedious for your Influencer and they will even do it on their own initiative. If it is something they consume and it works for them, they will show their desire to make that product or brand known to their followers. In this way, potential consumers will not only show interest, but also more confidence when making the purchase. Consumer loyalty will increase.
Organize an easy shopping platform: Social media has been a major force for most consumer brands. With new features like in-app purchases, it is becoming easier for potential consumers to purchase in a matter of seconds and on impulse. With the help of influencer marketing, this continues to drive sales from online platforms. This leads to better tracking of purchases, creating higher conversions and ROI.
Marketing influence continues to evolve, and the FTC and marketers must evolve with it. Marketing influencers have quickly positioned themselves as a critical component to any digital marketing strategy.
Around 71% of consumers are more likely to make a purchase based on a reference on social media. For this very reason, many companies use these influencers in their marketing strategies. It is estimated that for every euro invested in these campaigns, companies earn 6 times more. But this may involve a potential ethical conflict as the use of the influencer strategy increases.
Aspects to take into account with Influencers
The Federal Trade Commission (FTC) is an argentina email address independent agency of the US government that has already applied general advertising laws to influencer advertising. But as technology and social media continue to evolve at a very rapid pace, the FTC is still in a difficult position to act. Although it has managed to establish two ways for influencers to talk about the product or service they promote:
1-«Company «X» has given me this product so that…»
2-«Some of the products I am going to use in this video were sent to me by the manufacturers of «X».»
Even some influencers who participate in advertising campaigns use hashtags as a promotional notice and comply with these rules.
But what would be the consequence of not doing so?
That is a matter that remains to be determined.
In the case of micro-influencers, for example, they point out that they do not provide enough traffic on their social platforms to create a real problem. But beware, the FTC can take away all the return on investment ( ROI ) benefits from a particular post that does not live up to its standards.
The shortcomings of this type of strategy include: consumer fatigue if the campaign is too intrusive. The consumer distinguishes perfectly between advice and advertising. A bad decision in the marketing strategy can mean absolute failure.
Taking advantage of influencers
Influencers-cash
The Influencers-cash
When it comes to launching a brand, app, product or similar, the audience that can be predicted is different from that of research. For example, when launching a trivia game app, the expected audience will be in the age range of 20-30 years old. But there can also be a large audience in the age range of 50 years old. In these situations, influencers help to find the true target market.
In many cases, this means a growth in niche audiences, and that's where micro-influencers are essential. Here are three ways to take advantage of them:
Pick a target: If your target audience is vegans, it would not be wise to choose an influencer who has promoted McDonald's. Influencers should have a relationship with the product or brand. The consumer needs to identify with the influencer when they promote the product or service.
Perfect integration: In addition to having a quality product, the Influencer of your campaign consumes it or really believes in it, which is a great added value. Thus, advertising the product repeatedly will be less tedious for your Influencer and they will even do it on their own initiative. If it is something they consume and it works for them, they will show their desire to make that product or brand known to their followers. In this way, potential consumers will not only show interest, but also more confidence when making the purchase. Consumer loyalty will increase.
Organize an easy shopping platform: Social media has been a major force for most consumer brands. With new features like in-app purchases, it is becoming easier for potential consumers to purchase in a matter of seconds and on impulse. With the help of influencer marketing, this continues to drive sales from online platforms. This leads to better tracking of purchases, creating higher conversions and ROI.
Marketing influence continues to evolve, and the FTC and marketers must evolve with it. Marketing influencers have quickly positioned themselves as a critical component to any digital marketing strategy.