In our recent compilation of 50 Influencer Marketing Stats and Facts, we saw how businesses, as a whole, benefit greatly from influencer marketing ads. Recent research has found that 28% of marketers name influencer marketing as their fastest-growing online customer-acquisition method. The same survey found that businesses receive $US7.65 on average for each $US1 they spend on influencer marketing ads.
However, it can be tricky for marketers in more traditional firms to convince their managers of these facts. They may never have heard of influencer marketing. They may have visions of high-cost celebrity campaigns that quickly eat through a marketing budget.
Business executives may know of high-profile influencer marketing campaigns that haven’t worked well. For example, basketball star Lebron James tweeted, “My phone just erased everything it had in it and rebooted. One of the sickest feelings I’ve ever had in my life!!!” The problem was that Lebron’s followers quickly realised he was talking about the same Samsung phone he regularly promoted. He managed to (just) extricate himself from this situation, but Samsung executives would not have been happy.
So, working with high profile individuals may have the occasional backlash. Yet, as the statistics show, most firms who engage in influencer marketing ads benefit from taking the risk. It really is simply a case of a business going about influencer marketing the right way – rather than doing it because it is trendy.
So what are some of the benefits of taking a risk and engaging with influencer marketing ads?
People Trust Online Influencers More Than Branded Ads
One of the biggest problems that brands face is that the typical modern consumer remains cynical. They no longer take a brand’s message at face value. People have become so saturated by traditional advertising messages that they don’t don’t believe them anymore.
This is particularly evident with the internet. People have developed banner blindness. They scan over display ads, with few people being prepared to click on them to learn more.
Probably the biggest change in recent years is how people have learned to value and trust the opinions of their fellow consumers. They may not believe a brand extolling the virtues of their product online. But they do believe somebody neutral giving their opinion on a particular product.
This is where brands have to take a risk. They have to leave it to ordinary people, who they have probably never heard of before, to deliver the message about their product.
Yet, statistics don’t lie. More often than not it is these ordinary everyday people who earn the respect and trust of the public. It is these relatively unknown people who can influence buying decisions and who can make or break a brand.
Kia found this. Back in 2013, they teamed up with Laina Morris, aka the “Overly Attached Girlfriend”. At the time, influencer marketing was still relatively new, and it must have been a hard sell internally to convince Kia’s top executives to give away a free car (Laina’s price) to somebody called “Overly Attached Girlfriend”.
Yet, they decided to run with the idea.
The partnership turned out to be highly successful. By 2016, the Kia Soul was the top-selling model in its class. The gamble paid off for Kia and the partnership with Laina clearly created better results than most traditional advertising could have.
People Trust Niche Micro-Influencers & Vloggers More Than Celebs
If Justin Bieber tweeted about an item of musical equipment he loved, it would probably have a huge impact on sales of that equipment. Whether you are a Belieber or not, you probably accept that Justin Bieber knows something about music, and should recognize quality music equipment when he sees it.
However, if you saw a tweet from Justin Bieber promoting a brand of paint, would it encourage you to buy more cans of that paint? Would you give him any particular respect for his knowledge of home decorating?
You do not need to be a celebrity to be a successful influencer. You just need to be somebody with enough expertise in a niche who can prove that you know what you are talking about.
Micro-influencers are not household names. But they are respected by the people who matter – those people most likely to buy the products the micro-influencers endorse.
Although some fashion influencers have now built up substantial followings and can almost be considered celebrities in their own right, that was not always the case. Most started out small like everybody else. But they clearly showed that they have an eye for fashion and beauty and have built up followings to match that.
TRESemmé discovered this. They decided to work with influencers including Chrissy Teigen. In one campaign, they made a Twitter video ad. They deliberately shot it to emphasise Chrissy’s bubbly personality – which is what has made her popular in the first place. It comes across as organic and real, far more so than a traditional sales ad or a celebrity puff piece would, and as such was happily accepted by Chrissy’s followers.
Influencer Marketing Ads – Find the Right People at the Right Time
One of the key challenges of any marketing campaign is getting your ad in front of the right people at the right time. Traditional marketing often takes a blunt approach to this. For instance, the highest priced television ads show when the most people are watching tv. Yet, that does not necessarily mean that the “right” people are watching at that time for your product.
If you work with the right influencers for your product, they will spread your messages to the right people at the right time.
PMYB can help you with this. We have an excellent network of over 10,000 influencers. You can highly target your influencer selections to pick influencers whose audience best match the kinds of people you want to reach.
Amercian Express learned the importance of correctly targeting influencers. They wanted to create a highly targeted campaign to reach only prospective customers. The credit card company put together a campaign they called Your Travel Style. They selected five influencers to create a video series in which the influencers talked about their travel styles and gave travelling tips.
According to Lauren Dineen-Duarte, director of public affairs and communications at American Express Canada, they wanted to ensure they were “talking to the right people at the right time as opposed to hitting them with a number of different messages whether they’re ready for them or not”.
American Express particularly wanted to target people during key decision-making times in their lives, when they would be potentially looking to get a new card. They selected five influencers. Each of these targeted a different lifestyle and demographic, and who were at different stages in their lives.
Overall, the campaign had 1.3 million video views. American Express’ cost per acquisition dropped by 40% compared with previous quarters.
Influencer Marketing Ads Allow You to Quickly Establish a New Brand
One of the key attributes of expertly implemented influencer marketing ads is that you can use it to very quickly establish brand awareness.
It only takes one viral campaign for a brand to go from being a virtual unknown to being a name that everybody is speaking about.
Grad DNA used this approach to make UK students aware of their app. They worked with more than 500 influencers, including 23 high-powered Chromo-Influencers, across five social media platforms as well as blogs. The influencers shared a viral video with their followers, eventually garnering 3 million views.
As a result of the viral video, more than 25,000 students UK-wide downloaded the GradDNA app. This exceeded all of the campaign’s targets.