Influencers can be bloggers, vloggers, social media personalities. They usually specialize in specific areas such as travel, fashion, beauty, fitness, food or technology and share their experiences, opinions and content with fans and followers. Their influence comes from their online activity, number of followers and community engagement with their content. They often work with companies to promote products and services and also serve as brand ambassadors.
As research shows, influencer marketing has a big impact on the purchasing decisions of social media users. Data released by CBOS shows that 53% of Internet users have purchased products or services recommended online. A study by Nielsen Global Trust in Advertising showed that up to two-thirds of consumers trust other people's recommendations posted on the Internet.
This is not surprising, because for many people, the influencer's opinion is the revealed truth. The high effectiveness of influencer marketing is not surprising. His success is mainly attributed to the fact that he is praised by an unpleasant lady on TV, an actress in a commercial or a nice speaker, or almost a friend, known from Facebook or Instagram. This is how influencers are perceived, even if this relationship is essentially one-sided.
B is for budget is not everything
SocialPubli's latest report shows that up to 84% of marketers consider working with influencers to be effective. So it should come as no surprise that influencer marketing is growing in importance year on year. Brands are spending more and more to promote products and services of well-known and popular brands, increasing brand awareness in SM.
The latest data predicts that total spending on influencer marketing in the US will reach $4.92 billion in 2023. This represents an annual increase of 15.8% and represents 1.81% of total digital ad spend in the year, the budgets are much smaller, but they can still surprise you. For example, the Polish brand Stars from the Stars spent PLN 168.3 thousand on activities against the flu in November 2021 alone.
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C is for Aunt Jemima
Influencer marketing strategies vary widely. However, more and more brands decide on so-called brand ambassadors. They are people who establish long-term cooperation with the company. The role of a brand ambassador is to promote a brand and its products/services over a period of time or in a more binding way than one-off campaigns.
Brand ambassadors are tasked with not only promoting, but also building stronger relationships with the audience. By regularly engaging with brand content, values and strategy, ambassadors build a bond with followers that can lead to greater brand trust and loyalty.
Interestingly, the brand ambassador was not invented by influencer marketing. The idea itself is not new and companies have been using it for decades. A good example is Coca Cola , which appropriated the likeness of Santa Claus, or Davis Milling , who employed the charming former slave Nancy Green to become Aunt Jemima, the creator of the famous maple syrup. They mention famous ambassadors and we must also mention how Marlboro broke the spell of "women's" filter cigarettes - their taste was praised by a male archetype - the cowboy Marlboro Man.
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