Influencer Marketing is Bigger Than You Think…

“What is this whole talk about influencers? Why is it such a big thing? Who exactly are they influencing?” These questions are common among those, including myself, who may be skeptical about the impact of influencers. My response to the last question had always been, “Well, not me! They don’t influence me.” Or so I thought…

Until recently, I believed that influencers and their a million and one recommendations would never capture my attention. Many of them often received gifted products from brands, leading me to question the authenticity of their endorsements. Obviously, how could they possibly provide honest feedback when they were given these products?

However, like any consumer, I have moments when I seek external recommendations, whether it is getting new clothes, shoes, bags or a make-up set. Yes, Google searches literally exist and work. It surely cannot be that hard to find “girly dresses,” “date night dresses,” or “tennis sportswear for women.” Yet, let’s be honest – we don’t always want sponsored ad recommendations and may prefer more relatable recommendations. This is where influencers started to catch my interest.

In January, I made a purchase: a beautiful, patterned tote bag recommended by my favourite influencer and YouTuber, Kaesa, in one of her weekly vlogs. At the time, it felt like a rushed purchase – I had no need for such a large bag, so why did I go ahead and click on “confirm order” (Also, not to say I’m an irresponsible spender)? Looking back, however, I couldn’t be prouder. This bag has become my work essential, and I’ve received numerous compliments about it. When I tell you a ton of compliments, believe me!!!

More recently, during a trip to Shoppers Drug Mart, I spent considerable time stocking up on eye and lip care makeup supplies. My go-to purchases included lip liners in three colours and a glossy lip gloss from Rimmel London, as recommended by Hermantha on Instagram, who shared great tips and inspo during one of her “Get Ready With Me” sessions. With these new purchases, I can confidently say my Rare Beauty Lip Souffle will now take a much-needed vacation, as now, I have more variety.

All this is to say that influencer marketing is bigger than you think!

Influencers can and do have a genuine impact on consumer choices. Marketing techniques are changing fast, and influencer marketing/relations has become integral to public relations and marketing strategies. With consumers increasingly seeking authentic and trustworthy recommendations, many businesses and brands continue to utilize influencers, which undoubtedly offer a powerful avenue for brands to communicate their product messages, as they (influencers) wield influence over their followers.  

A few years back, marketing for organizations and brands primarily relied on traditional media sources, such as television, radio, and print. Since its emergence, the internet and social media platforms have totally transformed how marketing is done.

So, influencer marketing/relations in simple language?

It’s all about leveraging an influencer’s audience to boost your company or brand’s visibility.

As we all know, content creation has played a significant role in the widespread engagement of influencers. These days, literally anyone can become an influencer if they have a smartphone, a social media account, a passion for whatever their niche may be, and—oh, don’t forget—a great functioning tripod stand!

Its impact

As mentioned previously, the explosion of social networks and consumer-generated media over the last few years continues to significantly impact consumers’ decision-making process.

According to Nielsen’s latest Global Trust in Advertising report, which surveyed more than 28,000 Internet respondents in 56 countries, 92% of consumers around the world say they trust recommendations from individuals (influencers in our case) – which is considered a form of earned media, above all other forms of advertising.

The number of times my roommate has made purchases because a TikToker showed her the best products is countless. That’s to say, think of influencers as more than creators because, truth be told, they are more than that. In addition to being the extension of a brand’s voice, they also embody a brand’s unique messaging. For this reason, the work of influencers or content creation in general needs to be characterized by authentic storytelling. Due to its impact, the right messaging needs to be sent out to consumers. As trust cannot be built off the wrong things, the influencer approach cannot and should not be utilized without thorough thought. Influencer marketing thrives on two-way engagement, which is essential for building trust between influencers and their audiences and in turn, makes their audiences build trust with your brand and what it stands for. By sharing their personal experiences and opinions, influencers offer impactful endorsements.

Influencer marketing and influencer relations have become a very vital component of modern PR and marketing strategies and understanding its complexities is necessary for driving successful communications and marketing strategies and overall business goals. Remember, leverage the reach of influencers (especially influencers that align with your company’s mission) to enhance organizational/brand reputation, engage with larger audiences, and, most importantly, communicate meaningful brand messages effectively with audiences.