Brands often turn to idols and opinion leaders in an attempt to persuade their target customers to adopt their products and services or adapt their ideas and behaviors. Whether to create a unique connection between the brand and its customers or instigate product adoption, marketers have always relied on trusted voices to deliver messages to their audiences, regardless of the channel of distribution. Many marketers have adapted their endorsement models to a data-driven medium through channels that offer maximum measurability; this promotional tactic has now been packaged under the “influencer marketing” label.
In our previous blog post, we discussed the trust, the authenticity, and the effectiveness generated out of influencers as an advertising channel. This post goes deeper into the effectiveness of influencer marketing in comparison to brand channels, where the majority of social advertising dollars today are being spent.
Here is a comparative analysis on syndicating brand messages through influencer channels compared to brand channels, depending on the desired objective.
Social platforms provide options that allow marketers to create ads that enable brands to acquire potential customers from influencer marketing campaigns by converting them into site visitors, newsletter subscribers, or social followers. The most common ways to acquire audiences are social campaigns that redirect users to the brand’s website, campaigns that track on-site submissions, and campaigns that retarget users based on previous exposure to branded content. A finding from Twitter and Anallect in 2016 deduced that 40% of people say they’ve purchased an item online after seeing it used by an influencer on Instagram, Twitter, Vine, or YouTube.
As more brands move into e-commerce, and as technology develops to streamline the processes and management of end-to-end influencer campaigns, will influencers become the primary acquisition channel? Time will prove it…