The Rise of Influencer Culture: Impact On Modern Marketing

Here, there, and everywhere, influencers are infiltrating all sorts of advertising and changing marketing strategies across the board.  They have a huge impact on how an audience relates to your business, its products and/or services and can make or break your company if used incorrectly. A digital marketing agency can help you navigate influencer culture in marketing, so it works to your advantage.

What is Influencer Culture?

An influencer is someone with a large social media following who can inspire customer behaviours within a specific niche. People trust influencers and look to them for their advice. Social posts are created to attract an audience and promote certain products or services. When an influencer endorses the product or service, your brand can reach a wider audience. An audience views the influencer as a credible source and an established expert, thereby changing the way the audience behaves.  

Types of Influencers

There are two main types of influencers.

1. Micro Influencers – Someone with at least 1,000 followers.

2. Macro Influencers – Someone with at least 100,000 followers.

Impact of Influencer Marketing

Getting help from an online marketing company to connect with an influencer can expand your audience reach. Consumers are often skeptical, but when an influencer connects to your brand and promotes your business, you have a higher chance of attracting more interest. People trust the influencer and therefore trust your business. Influencer marketing saves time that would otherwise be spent searching for an audience on your own. Of course, you still have to work at keeping your audience engaged by following up with communication, promotions, and increasing awareness.  

How to Work Influencer Marketing into Your Business

Make sure to remember key points when working with an influencer to promote your business.

• Long Game – Like any promotion, influencer marketing takes time. One post from an influencer is not necessarily going to be the be-all-end-all for adding customers to your roster. Committing to a long-term strategy and having your influencer create a multitude of posts is essential to really draw in an audience. One post might seem like just an advertising ploy, even though people trust influencers, but several posts show investment into a business. Strong relationships take time to build. Come up with campaigns that keep people interested in knowing what is going to come out next.

• Inclusivity – A quality digital marketing agency will help you promote your brand to show the world that you are judgement-free. Look for an influencer who represents your business values and visions. Now more than ever, getting someone who is deeply involved in inclusivity projects to promote your brand will have positive results. Don’t be afraid to take it a step further. Work with a variety of influencers to relate to different types of people. Showcase your inclusivity to different cultures, age groups, and sexual orientations.  

• Video – Use short-form video content, 60 seconds or less. An influencer can grab the attention of people quickly. Video is one of the most popular ways to increase brand awareness. Due to its engaging nature and ease of visibility, videos are one of the key marketing tools of influencer culture. Video can be incorporated into a variety of social channels and is instantly recognizable, making it a great way to engage with your audience. When lead generation is your target, short videos can get your message across quickly.

• Varied Content – It is a good idea to have a variety of content forms so include posts that require reading too. Make sure to highlight the main points quickly with an attention-grabbing headline to draw in an audience. Have your influencer use your product or service then write an honest, positive review to encourage others to try it.  

Why Influencer Marketing

Besides the fact that you can gain a whole new bundle of customers with influencer marketing, it is also extremely cost-effective. Using professional photographers or videographers can come with a high price tag. Often, you can hire an influencer to do the same jobs with just as much skill and better results. Influencer marketing is all about connecting with your target audience. Make sure the influencer aligns with your brand to reap the best results from their popularity.

Get the Reach You Are Aiming For

Reach your goals by using influencer marketing to engage audiences across the globe. This type of marketing works consistently throughout the entire sales cycle from driving interest to purchase, making it one of the most powerful marketing tools. Remember to stay authentic to your brand. At Digital Monk Marketing, we are a digital marketing agency ready to work with you to show you the right way to use influencer culture.