Since the dawn of 20th century entertainment, customers have looked to influential figures to shape their purchasing decisions. These included Hollywood actresses, award-winning singers, professional athletes, etc. Additionally, customers have even been influenced by brand mascots, like Walt Disney’s Mickey Mouse, Procter & Gamble’s Mr. Clean, and Pillsbury’s Doughboy. Over the years, the definition of “influencer” has changed immensely, allowing for more diverse personalities to enter the space.
Social media rose to fame in the 21st century with innovative platforms like Myspace, Facebook, and Instagram. Users have spent almost 20 years learning to navigate these channels and are now starting to take control of the opportunity at hand. They are gaining popularity and molding themselves into today’s most powerful influencers. Social media’s rapid evolution is prompting brands to pay attention to these rising stars, making space for them in their campaigns. In fact, “Brands are set to spend up to $15 billion on influencer marketing by 2022,” according to Business Insider.
Sure, the big brands are likely to spend the big bucks on influencer marketing; but how can social media influencers fit into an average business’ marketing strategy? Most brands don’t know that not all influencers are made equal. Nano-influencers, influencers with about 10,000 followers or less, can still have a powerful impact on potential customers. If they are legitimate, meaning they have ample engagement based on their follower count, they can garner just as much attention to your brand, if not more, than big-time social media stars. Nano-influencers make for strong brand partners because they are loyal, they will advocate for your product or brand, and they are trusted among their audiences.
To achieve a positive return on investment, or ROI, the brand must be sure to choose the right influencer for their specific campaign strategy. For example, a women’s fashion campaign would need a style or fashion-centric influencer to partner with the brand. The influencer needs to speak to the brand’s target audience effortlessly. The messaging also needs to remain consistent in order to secure as many conversions as possible.
Get ahead of your competitors by working with influencers that make a splash on social media. Our team at Hardcore Advertising can help your brand explore the many opportunities influencer marketing has to offer, including the chance to reach powerful target audiences. For more information on integrating influencer marketing into your social media strategy, contact Hardcore Advertising.