By Courtney Moser
Is it better to reach 10,000 or 50,000 potential consumers?
Trick question: Neither one matters if there isn’t engagement. You can reach as many people as possible, but if nothing comes out of those impressions, there is no value in them. As shocking as that may seem at first, engagement is what proves people are listening; that they care about what you’re saying or appreciate what you’re offering. Without that feedback, you may as well be sending your message into outer space.
The real impact of influencer marketing surpasses celebrities and increased awareness – ultimately, it can turn passive browsers into active customers and paid influencers into long-term brand advocates. How? It all goes back to engagement.
Marketing guru Jay Baer once said: “True influence drives action, not just awareness.” If a campaign is powerful enough, it will make consumers want to engage – whether by way of likes, comments, shares, clicks or buys. Those goals will be different, depending on your strategy, but the ultimate measure of value remains the same.
When you focus on engagement in your influencer marketing campaign, you’re prioritizing quality over quantity. The benefits of this strategy include:
- More meaningful connections
- Increased credibility
- Higher intent to purchase
Influencers who have higher engagement on their blog or social networks are likely closer to their followers. And a higher engagement doesn’t mean a large reach. It can be more valuable to partner with a small, niche influencer who specifically speaks to your target audience than a random famous figure. In fact, this study found that we are “50 times more likely to trust a recommendation from a friend than a celebrity or internet personality.”
Smaller influencers often become friends to their followers, and that trust is critical when it comes to influencing digital communities. By working with these influencers, you can build on their credibility to cultivate relationships and encourage brand loyalty. And once you’re in with them, celebrate! It’s been proven that word-of-mouth marketing results in a 37 percent higher retention rate.
“Once your social media foundation has been laid, you should forget the big names and focus on those influencers with the highest engagement… It’s important to remember that an engaged audience will grow itself, but an unengaged audience will not grow much at all,” this Entrepreneurarticle says.
For all of the above reasons – and many more – prioritizing engagement is the key to success in your influencer marketing efforts. Contact the Find Your Influence team today to start driving engagement and turning influence into action.