In order to overcome consumer skepticism, third party voices have always been the vehicles for brands to communicate to consumers. Brands want a trusted, authentic and effective medium to communicate with and acquire customers. In an age when skepticism is at its peak, marketing through influential people is one of the few media channel that can deliver on that so effectively. Here is why:
In an effort to monetize their audience growth, social media platforms have offered brands the ability to communicate through their own voice to their relevant communities. Some good years later, this method has yet to prove to be working and brands are witnessing the fact that they have to pay for almost every interaction. Marketing through the creators and influencers of this generation enables brands to take advantage of their organic distribution capability. Coupled with paid targeting methodologies, brands are able to acquire customers and create engagement at lower cumulative CPAs, CPVs or CPMs than what the platforms themselves offer.
The above arguments are the reasons why influencer marketing has the capability to become a core media spending channel, as influencers became media channels themselves. For the model to remain, a few hassles need to be overcome, including access to data, scalability and ease of media buying.