Influencer marketing. Does it work? Does it not work? If it does work, when does it work? And how many elephants are there in Africa? Well, if you’re wondering about the last question, you might be in the wrong place. (Although, to save you a quick Google- it’s around 415,000. You’re welcome😉.) But if you’re here to learn more about influencer marketing, good news! You’re in the right place. The truth is… we’re kind of experts 💁.

Here’s our take on influencer marketing, and how advertisers can use this power tool to catapult brands to the forefront. First, let’s get one thing clear…

What is influencer marketing?

An influencer is any social media or online personality with a significant following and level of influence over a particular audience. Using the power of influencer marketing, brands can reach new audiences and present their products in exciting and relatable ways. Arguably the form of social media marketing with the most benefits, influencer marketing involves paid product endorsements and placements from influencers to their already established and trusting audiences.

What makes influencer marketing work

When it comes to planning and carrying out an influencer marketing campaign, here is what you need to keep in mind.

1. Stay honest

In the early 2010s, widely considered to be the beginning of the rise of influencer marketing, brands could (and did) get away with paying influencers to market their products or services without the consumer’s knowledge. This meant that viewers often had no clue that as they watched their fav talking about their self-care routine, they were watching an ad. But consumers have changed. And so has influencer marketing. Gone are the days where influencers did not disclose what was and what wasn’t product placement.

Nowadays, customers are aware of some of the realities of influencer marketing and are less trusting of what they see online in general. This means that for brands looking to reap the benefits of influencer marketing, it is important to prioritise authenticity by running campaigns that are relatable to the consumer and demonstrate how the product works.

2. One influencer does not fit all

While authenticity is incredibly important for advertisers looking to reap the advantages of influencer marketing, even the most trusted influencer in the world might still not be right for your brand.

Making sure that an influencer is the right choice for marketing a specific product or service to a particular group of people takes much more than authenticity (though, of course, this should also be a priority).

The other important thing to consider is the influencer’s demographic. Factors such as audience interests, age, gender and purchasing power are incredibly important to determine before launching a new influencer campaign.

In a world where we look online to make social connections, influencer marketing can be the key to establishing a personal connection to consumers, reaching new audiences, and building brand trust and awareness.

And at a time where consumers are becoming shrewder and more hesitant to trust what they see online, advertisers hoping run jaw-dropping influencer campaigns need to stay honest and know influencer audiences.

Featured