MOST Digital

What Is Influencer Marketing And Why Does it Matter?

As the name suggests, Influencer Marketing refers to the use of content creators (influencers) — that have a unique relationship with a specific target audience — to promote a brand and its products and services. In other words, instead of marketing directly to a large group of consumers, the influencer is doing it for you. So, finding and working with the right influencer is the key to creating powerful campaigns for your brand.

Your current and potential consumers are most likely using more than one social platform, so reaching out to them through any social platform might be profitable. However, with fierce competition, constant changing algorithms, convenient ad-blocks, and other commercial messages, it becomes increasingly more challenging to reach out to your target audience with traditional advertising on social media.

Influencers are often seen as the expert in their respective field (i.e. fashion, makeup, food, etc.), and this is reinforced by their knowledge and reputation. By collaborating with influencers, you can gain access to their followers, who’d see the influencer as trustworthy and a reliable source of information.

Influencer campaigns revolve heavily around content — where the brand creates the content for the influencer, or the brand and the influencer create the content together, or the influencer creates the content him/herself.

To create the most authentic conversation and engagement around your product and message, we see an increasing number of brands working with influencers to create content together. This, in turn, could lead to a significant impact on your lead generation, sales and overall growth of your business. Plus, to maximise the results of your influencer marketing campaign, you need to ensure that both sides benefit from it.