In the past, the way a brand had to reach its potential customer was through advertising in traditional media such as television, radio or newspapers. They might also attend events or provide customer service lines to find out their needs.
Social media and the influencer boom have changed everything. Today, being an influencer has become the dream job of many young people. For brands, this represented a new way to connect with their consumers in a close and agile way. Want to know more about this digital marketing revolution?
Here are some ways influencers are driving change in this industry:
a) Close to the public
Influencers are social media users who have an engaged audience on a digital platform such as Instagram, YouTube, TikTok, etc. These users have become trusted figures for their followers who choose them for the content they post. Unlike traditional celebrities, influencers share content that reflects their interests and personalities, making them more accessible to their audience.
b) Audience segmentation
Influencers specialize in specific niches, which means their audience is highly segmented. They usually deal with themes such as fashion, travel, beauty, fitness, technology, games or food. This is valuable for brands because they can reach a very specific audience through an influencer who has a large following in that area.
For example, some entertainment-savvy influencers may reach an audience of fans specifically interested in gaming, poker, or slots. on line. This type of influencer is booming since by showing themselves playing this kind of game live via platforms like Twitch while telling their story, they manage to reach a well-segmented type of followers.
c) Measurement of results
Their working tool being social networks, influencers have the possibility of measuring the results of their content in real time. This allows brands to see a campaign’s performance and make real-time changes to improve its effectiveness. For example, an influencer has information on the number of times his publication has appeared to users, the interactions of his subscribers (“likes”, “comments”, “shares”) and the number of clicks on a link.
d) Greater range
Influencers have a much wider reach than brands on social media. Their followers are often very loyal and willing to share influencer content with their own followers, increasing brand visibility. Due to the popularity of influencers, clothing, cosmetics and personal care brands often choose them as an important part of their digital marketing strategy.
Finally, something that is common to see on social networks are the so-called “collaborations”. In these cases, influencers can collaborate with various brands and companies to create joint content. This allows brands to reach new and diverse audiences and increase their social media reach.
In short, influencers and social networks are changing the way brands interact with consumers and causing a revolution in the digital marketing industry. As more and more businesses realize the power of influencers and social media, this trend is expected to continue to grow in popularity in the years to come.