Simply said, influencer marketing is using the voice of 'influence' to promote your brand or business. It has been used as a marketing tool for decades, yet its prominence and style in the social media led world, makes us see it in a new light.
Influencer marketing is a type of social media marketing that involves endorsements and product placements from influencers. Their strong and trustworthy audience is a helpful resource for the brand and business to directly cater large audience. In this way, we can target the right audience and increase our engagement and reach.
We all are aware of digital creators, influencers emerging as a new career path, and a way for using the potential resources of social benefit. The users generally believe these influencer recommendations and show engagement in recommended products and services. This massive impact on the audience has led influencer marketing to be very popular among marketers.
Yet, like always some myths confuse people on the reliability and credibility of influencer marketing. We thought to talk about these myths and show you a different picture.
Here today we're going to bust the top 7 myths of influencer marketing and which are as follows -
It is one of the biggest myths that influencer marketing is expensive and only a few high-budget brands, businesses can afford it. Rather influencer marketing is one of the best creative and economical ways to address big audiences.
And to reach the mass, speak to them, explore a product, a brand without losing everything in your pocket. Check whether influencers match on your graphs and go for your next big step.
This myth may consume the very idea of influencer marketing. Many businesses think that having a large audience of influencers is a key to big influence but that's not true. Certain products require a specific niche community, and having a highly knowledgeable creator of that niche is far better than choosing an influencer who caters to a bigger audience but is not the best fit for your niche.
For example for a Dubai based mums and baby brand, it is advisable to go for a local influencer who is a mum, or a parenting podcaster with quality followers and who understands the local climate, culture and events.
In this case, a far bigger influencer based in USA who talks about gaming and technology is not the best match. So always go for the quality than chasing the vanity of numbers.
Although this myth is from youngsters to renowned marketers because all we see is surface level. But if you want to choose influencer marketing then understand that it's more than this. It's about exploring your product by influencers, their recommendations and suggestions, their word of mouth, and much more.
Don't be a fool to believe this.
This myth is created because we see influencer marketing is all about Instagram, Youtube, and others rather than an effort of brand awareness. Therefore, they assume that only millennials and Gen Z are using them but that's not true.
First influencer marketing involves Pinterest, Twitter, offline word of mouth by influencers and their recommendation. According to stats - 35% of Pinterest users are of age 30 to 49. In the U.S., Facebook is used by 40% of seniors age 65 and older. These stats reflect that big and different demographic audience.
Unlike others, Influencing marketing emerges to reach different niches, establishing good relations, promoting the brand, product, and others.
This marketing is built to mutually work with other marketing tactics to bring the best output. There is nothing like its superior or works in exclusion, rather a collaborative effort by all tactics and strategies are best for your product, services, and business.
This myth needs to be busted because social media is all about connection. And anything fake and not stemming from belief will eventually be seen by your audience. So don't be under the impression that simply by a monetary exchange, the influencer will be able to promote and sell your products well.
So, just looking for an influencer for launching a product is a bad idea, instead try to make the influencer part of the brand, the promotion will eventually be fruitful to both parties. They need to connect with your products too and believe in your brand values. That's when the real success of the campaign will come through.
The way influencer marketing has presented this myth is common. Because we see that influencer promote products through their popularity through social media so only B2C business is benefitted.
But influencer marketing can be used to make an educational tutorial, video on how to use a resource, writing reviews, and much more. Suppose - B2B business of automobiles parts. The expert in the domain can make a tutorial about tires explaining their quality, reasons to use this.
Their expertise can enable businesses to believe in them. Followed by the same for other automobile parts. This will be useful in building a strong customer base.
So next time while planning your Influencer marketing campaign, cross the bridge of these myths and ensure your campaign meets your desired business goals.