Influencer marketing is still a niche concept and relatively new in the Middle East. Explaining how it works may help shed light on its perks and benefits to those still in the dark. People generally mistake the term ‘influencer’ for famous. And while they mostly come hand in hand, a famous person is not necessarily an influencer. In most cases though, influence is a prerequisite for fame.
So, What Exactly is an Influencer?
Within the realm of social media, an influencer is someone who has amassed a considerable following. They also tend to start conversations, trends, and a buzz online on one of the social platforms. The scope of Influence is not however necessarily limited endorsement of products. It also includes thoughts, ideas, and virtues. Therefore, an influencer can be anything from a fashion blogger to an athlete to a food critic.
How do I Market through Influencers?
Now that we’ve settled the definition of an influencer. Let’s proceed to the second part of the equation: Influencer Marketing. Back in the day brands would approach bigger than life celebrities and get them to endorse their products; contracts and multiple meetings were the norm. This off-course was a tedious task and only afforded by the biggest of brands. Nowadays, with the creation of mass media and instant connectivity, there are more routes to fame than ever before. Reaching a level of influence solely through social media savviness has become a possibility and a reality for many. Brands have started to take notice and regularly approach these influencers to collaborate with. They are now able to reach an audience that 20 years ago would have otherwise been watching the TV or listening to the radio.
“According to Digital Marketing Institutes, 60% of consumers have been influenced by something they read on a blog or on social media while shopping.”
Furthermore, 22% of marketers confirm that influencer marketing is the most cost-effective method to attracting new customers. According to Influencer Marketing Hub, businesses earn $5.20 for every dollar spent on a campaign that’s driven by an influencer.
The Influencer Marketing Revolution
The marketing industry is drastically evolving by influencers and social media. TV, radio, print, and other media outlets are now a thing of the past. Upcoming generations are becoming increasingly disconnected from such media. They are becoming more reliant on their mobile devices to keep in tune with the world.
Authenticity is also a key element of influencer marketing that is virtually non-existent in other marketing forms. Unlike conventional marketing partnerships with celebrities and larger than life figures. Social media influencers connect with brands they feel represent their style and persona which fans see as more genuine. Brands conversely reach out to influencers whose fan base they feel overlap with their target audience, hence making the content more relatable.
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