Recommendations do matter when it comes to online content, customer behaviour towards a product, and social conversations. The suggestive inputs from people we know or trust have a role to play when it comes to customer or human behaviour as a whole.
Marketing of a product requires content creation to connect and engage customers to its USP’s. Social media influencers are the best people to place the products within their engaging content for users to connect to and become consumers in the long run.
Most customers of this age are internet savvy and cynical about products and services. This has had some added momentum from the ads placed on apps, or internet-based streaming platforms. The moment people hear the word ‘ad’ they regard it as a break from the watching schedule and get on with other activities till it lasts.
Be it products, entertainment, or services, a positive recommendation from a trusted source can take your offering to a new level. Almost all brands have their in-house marketing and content development teams that have a considerable role to play in the brand’s market image.
However, market surveys prove that recommendations coming from like-minded or influential people can boost up the brand image and demand of the offering multi-fold.
These new-age individuals or social media influencers have the knowledge and practical experience of digital content than brands or marketing agencies. The content they produce is more powerful and creatively fresh. Bloggers who publish popular content on different types of content can furthermore reach out to a specific consumer group depending on age, lifestyle, economic activity, or preference.
This, when used by a brand to expand the user base by placing their marketing campaigns in collaboration with these social media users is called Digital Influencer Marketing.
The right influencer needs to be roped in for the product. This is not a fact that is entirely decided by the number of followers or the type of media platform being used. Some of the factors that need consideration in the selection are as stated below.
The Relevance of the influencer’s content with the product or service:
Before measuring the unique visitors or other metrics it needs to be decided and analyzed how relevant the influencer’s content is with the brand message.
As an example, a blogger or YouTube creator posts food recipes does not necessarily mean that they are the perfect match for an organic food brand.
At the same time, a gaming fan does not make a guaranteed match for sports-related brands.
The need of the customers being met, make the product a good quality product. Proper influencing will place the products in such a manner that will embed the brand with the creative content produced by the influencer.
This is an indication of the interactivity of the viewers with an influencer’s content. How much does the audience interact with the content creator or content overall?. The likes and views matter but what matters more are the comments, sharing, and responses.
Also worth considering is how many viewers are returning and how many are new associations. In the case of written media, how much the readers engage with a publisher, and how often do they come back are indications of how meaningful these interactions and relationships are.
This is not the most impactful metric but certainly an important consideration. Again the brand owners should not only look at the new and unique visitors as a measure of the reach of the influencer. The number and frequency need to be proportionally sensible while measuring the influencer’s reach and how it targets the audience.
As an example, for a mobile manufacturer might get more benefits from a tech-savvy influencer, placing the product and getting lesser views than a food blogger writing about the same and reaching out to a larger audience.
Research and data analytics need to play an important role to understand and consider the types of social platforms, the customers’ visit.
Similarly, food and fashion brands might reap better benefits from Pinterest or Instagram influencers rather than a Facebook or Twitter fan base.
The direct link between an influencer’s posts, viewer traffic, and rate of return viewers. Like any other marketing website, it takes multiple postings or shares, or appearance in front of the viewer’s eyes to click and check out the promotional item in question.
In an ideal case scenario, all viewers should be returning and new ones created always. This is done to increase the fan base and retain the existing viewers.
Continuously posting good quality content in regular intervals viewers are more susceptible to return, view, like, share, and interact. Not posting frequently has lesser visitors and thus lesser loyalty from the fan base.
Influencers with a low quantity of sponsored content mostly appear to be more authentic and trusted. Placement in a personal experience, content, or story with a genuine use or impactful use of the said product, service, or brand.
Commonly used as product placement these engaging and compelling contents carve a niche out of the brand in the viewer’s minds.
Social Media influencer marketing is generally more effective than viewers reading through written content or repetitive ads with the same content. The creative placement of the brand, product, or service embedded in the content of the influencer has a wider reach and customer engagement than other methods in today’s world.
It is always essential to decide on the best influencer for your needs and targets out of the campaign. It must always be remembered that content creators need to be able to use their creative freedom to be able to create the buzz rather than working in a limited space.