In recent years, the term “influencer” has become a part of our collective vocabulary, and rightfully so. These captivating personalities of the social media realm wield an extraordinary influence over our society, revolutionising our shopping habits, fashion choices, and the causes we champion. With their profound impact, influencers are actively reshaping our interactions with the world.
How do social media influencers impact society?
The ascent of influencers and social media stars has brought about a profound transformation in contemporary society. These individuals, with their substantial followings across various social platforms, yield an influence that carries both positive and negative ramifications for society at large.
The impact of influencers on society is substantial, as they possess the ability to shape public opinion and mould perspectives. Through their platforms, they wield a remarkable capacity to endorse products, services, and causes, exerting a potent sway over consumer behaviour. Moreover, influencers can play a crucial role in raising awareness about significant issues and serve as conduits for delivering positive (or sometimes negative) messages and ideas.
How do influencers influence us?
Have you ever found yourself donating to a charity simply because a friend did? Or perhaps you’ve tried a new product solely because your favourite celebrity endorsed it? The reality is that most of us have been swayed to take certain actions by others at some point in our lives. This phenomenon is rooted in the psychology of influence, which forms the foundation of influencer marketing.
While the concept of using influential individuals to promote products or services is not new, the way it is executed, and the type of influencers involved have undergone significant transformations. Today, influencer marketing employs highly personalised strategies, and influencers are more accessible than ever before.
Given that customers place increasing trust in influencers, it’s no wonder that this marketing technique has become mainstream and widely adopted. The key to its effectiveness lies in the psychology of influence itself.
At its core, the psychology of influence revolves around the understanding that people can be influenced to take certain actions, often without even realising it. Influence operates on an unconscious level, subtly shaping our decisions and behaviours. People often desire to stand out from the crowd while simultaneously seeking a sense of belongingness. They find comfort in making choices that align with popular opinions or help them fit in with their peers.
Why are social media influencers important for your company?
Social media influencers have become invaluable marketing assets, providing a substantial boost to brand visibility, discoverability, SEO, and more. Their impact extends beyond promotional efforts, contributing to enhanced brand authority and reputation. However, choosing the right influencers is essential to avoid any potential damage to your brand’s image and contractual complexities.
An influencer’s role in fostering trust with online consumers cannot be underestimated. According to a survey, 69% of consumers are more inclined to trust influencers, friends, or family members rather than information directly from the brand.
The growing trend of influencer marketing is undeniable, with a staggering estimated worth of $16.4 billion in 2022, as reported by Oberto. This upsurge can be attributed to the increasing popularity of short videos on major social media platforms like Facebook, YouTube, and TikTok.
Here are ten compelling ways that engaging influencers to market your products or services can impact your brand’s growth:
- Promotion without appearing overly promotional.
- Improving discoverability.
- Enhancing SEO
- Expanding social media reach by tapping into influencers’ engaged audiences.
- Gaining valuable feedback and insights from influencers.
- Elevating brand authority through association with credible social media accounts.
- Establishing consumer trust and fostering loyalty through endorsements.
- Amplifying the chances of your content going viral with influencers’ broader reach.
- Safeguarding your brand’s reputation (with careful influencer selection).
- Transforming your brand into a content-rich account.
What are the negative effects of influencers on marketing?
While capitalising on the potential of influencers thoughtfully and strategically can elevate brands’ online presence and forge stronger connections with their target audience, there are also some challenges that brands need to be aware of. These challenges include:
- Inauthenticity: Some influencers may endorse products they don’t genuinely believe in, resulting in inauthentic content and a loss of trust with their audience.
- Misleading Content: Influencers might exaggerate product benefits or make false claims to boost sales, which can mislead and potentially harm their audience.
- Lack of Diversity: Influence marketing campaigns may perpetuate harmful stereotypes and fail to represent diverse voices and experiences.
- Over-Reliance on Social media: Brands may overly rely on influencer marketing, neglecting other advertising and marketing channels, thus limiting their reach and effectiveness
Why work with a social media marketing agency?
Collaborating with a professional marketing agency becomes imperative to fully leverage the potential of influencer marketing and avoid potential pitfalls. By doing so, brands can benefit from expert guidance and ensure that their campaigns positively impact their business and brand. Here are some key ways in which marketing agencies can assist brands:
- Selecting the Right Influencers:
Choosing the right influencers is paramount for the success of any campaign. Marketing agencies can help identify influencers who genuinely align with the brand’s values and products, ensuring authentic endorsements that resonate with the target audience.
- Ensuring Transparency and Authenticity:
Transparency is vital in influencer marketing to maintain trust with the audience. A marketing agency can ensure that all sponsored content is clearly labelled, avoiding any confusion about the promotional nature of the posts. This transparency, in turn, enhances the authenticity of the influencer campaign.
- Promoting Diversity and Inclusion:
Inclusive marketing campaigns are not only socially responsible but also resonate better with diverse audiences. A marketing agency can guide brands in crafting influencer campaigns that are sensitive to diverse perspectives, ensuring broader reach and positive brand sentiment.
- Balancing Marketing Efforts:
Integrating influencer marketing with other advertising channels can be challenging. Marketing agencies have the expertise to strike the right balance between influencer marketing and other promotional activities. This optimization maximizes the impact of the brand’s overall marketing efforts.
By leveraging the expertise of a marketing agency, brands can navigate the complexities of influencer marketing and the wider realm of social media marketing more effectively, yielding a positive and rewarding outcome for both the brand and its audience.
If you would like to discuss how Bigwave marketing can help to elevate your social media marketing strategy, please don’t hesitate to get in contact.
Alternatively, we also specialise in other forms of digital marketing as well as traditional marketing strategies and can help you plan, create, and measure successful marketing campaigns for your business and brand.