The BFF Illusion: Influencers & Consumers

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By Courtney Moser

 

“Did we just become best friends?

That Step Brothers movie quote accurately (and hilariously) describes our search for instantaneous connections in modern society. We are so in tune with internet life that we start to feel like we actually know the people behind the blogs and social media accounts.

Influencers have become “friends” to all of us online – even though we’ve never actually met them. There’s something about following someone’s blog or Instagram, and gaining peeks into their daily life, that cultivates a sense of intimacy; a bond. It’s only natural, then, that we turn to these influencers when doing online product or service research.

According to Adweek, 49 percent of people say that they rely on influencers’ recommendations when making a purchase decision. And 71 percent of consumers are more likely to make a purchase based on a social media reference. Influencer marketing harnesses the bond between influencers and consumers to accelerate a brand’s mission – without compromising credibility.

How? Influencer marketing connects brands with relevant, high-quality influencers who reach their target audience. This cuts out the random one-size-fits-all problem with advertising, and ensures that companies can hone in on consumers who care about what they have to offer – increasing brand affinity and overall ROI.

“47 percent of online customers use ad blocking technology. The way to reach them is to provide content they want from people they trust,” Digital News Report explains.

 

Influencers are among the trusted inner circle for many consumers today because of honest product reviews, no filter images, “day in the life” type posts, and more. Blogs and social media have created a new type of friendship built on likes, comments and shares. Brands who capitalize on this by creating an influencer marketing strategy can expect to see at least some of the following benefits:

  • Improved ROI: An average $6.5 return on investment for every dollar spent
  • Increased credibility:92 percent of consumers say they trust word-of-mouth recommendations over advertising http://www.adweek.com/digital/why-influencer-marketing-is-the-new-content-king-infographic/
  • Consumer loyalty: Word-of-mouth marketing results in a 37 percent higher retention rate

Influencer marketing can help you make the most of relationships between influencers and consumers online today to drive results. Contact the Find Your Influence team with any questions about getting started!

P.S. Are your influencers “friends” with the right target audience? Learn more about demographics and psychographics here.

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