Influencer marketing: Players still refuse to reveal their relationship with one another
Influencer marketing. This is not something foreign. It’s been around for years. However, lately it’s a hot topic among marketers. Why is this so? Maybe we are realizing how powerful it is, especially as an alternative to traditional advertising that can be expensive and inefficient.
Misconception about influencers
One of the biggest misconceptions about influencers is the label as a fad, a bubble, a waste of money. But we cannot deny that influencer marketing will remain immensely popular in 2018. Hence, it’s important to put the discussion of disclosure in the context of just how important this strategy has become.
What is an influencer to consumers?
An influencer, therefore, is someone who has the power to influence the perception of others or gets them to do something different.
What is an influencer to marketers?
When applying this definition to marketers, an influencer is someone who helps other people buy from you.
How do they achieve results?
Influencers must have a combination of three key factors: reach and credibility. The higher these three factors, the higher the influence potential of an individual.
Ability to deliver a message to a large pool of people. It is essentially numbers. It can be the number of followers an influencer has. Reach is important but may be insufficient. Commonly known as micro-influencers, are those with small reach but high credibility and usually convincing and powerful.
The level of trust and authority given by the audience based on the influencer’s perceived knowledge and expertise on a specific topic. For example, a beauty influencer will have high credibility in recommending makeup brands and products but low credibility in food. The most important is the ability to explain experiences in convincing ways. Being clear and precise to convey their points of view with confidence is the best way in this industry.
Here’s how to do influencer marketing right
The categories of marketers are increasing, not just for the usual suspects of fashion, beauty and gaming people Simply because Influencer marketing has gotten big enough. Authenticity and transparency is becoming highly important. Informing consumers of brand relationships with influencers is a necessity, not an option. Although compliance is growing, there are many examples where it doesn’t happen.
Why is transparency and honesty so important?
Marketers and influencers that don’t disclose put themselves at risk. According to a January 2018 survey of influencers worldwide from Zine, 52% of respondents said they labeled their content as sponsored. But the role of marketers in encouraging (or discouraging) disclosure is strong. In Zine’s study, more than four in 10 influencers said they only labeled when asked to, and 7% said they never did.
Although there is some evidence that disclosure will lead to lower engagement with branded posts, surveys also show that consumers generally appreciate transparency and honesty from marketers and influencers.
Branded content tools from Facebook, Instagram and others are helpful in providing additional clarity and transparency However, marketers should still proceed with caution, as these tools and metrics are inadequate for disclosure in consumer’s point of view.