Remember the time when you thought MRF made cricket bats and it was pretty odd to see the same branding on a car tyre? Well, as kids it was obvious that we’d think MRF made bats because the God of Cricket was holding one with the MRF sticker, rather smashing boundaries and sixes with it. The millennial kids ensured they had a bat with the MRF sticker on it, it didn’t even have to be the original one. All you needed was hope and the MRF strength to win the challenging gully trials. This is what ‘influence’ looks like. Back in the day influencers were called ambassadors, because no one would have thought that a creator, writer, make-up artist, voice artist, chef, gardner, techie, or anyone with enough determination and talent would be an ambassador. Easy access to the internet, global social platforms, user-friendly UI/UX, a dedicated niche, and the simple know-hows of social media are enough for a person to start their influencer journey.
What is Influencer Marketing?
Before social media came into the picture, marketing used to be limited to celebrities only. Dairy Milk trying to win over the market’s trust by using Big B as a brand ambassador, Aamir telling everyone ‘Thanda matlab Coca-Cola’, or Pandit Bhimsen Joshi, Lata Mangeshkar, and other renowned singers singing ‘Mile Sur Mera Tumhara’ to promote cultural diversity and unity, were some of the successful ambassadors’ influencer campaigns of the era.
Influencer marketing is a part of social media marketing, where a brand promotes their products or services with the help of social media influencers. These influencers have large followings, and have already won the trust of their followers. They are perceived as experts in their niche.
If you’re familiar with social media promotions and advertising, you’d know that the platforms help with targeted marketing, meaning one can show an ad only to its relevant target audience. When it comes to Influencer Marketing, a brand can reach out to an influencer and ask them to endorse a certain product. The influencer will then ingest the same in their content and showcase it to their followers in forms of endorsements, reviews, or plug-ins.
There are 3 things happening here:
The brand has optimised it’s strategy by showcasing the product to the right audience. Each follower is a potential lead.
The brand saves more money compared to what it would if it were to use a traditional marketing technique.
The brand has insights and data to refer to for their next campaign.
Gone are the days when you’d buy something because a celebrity told you so. People are more comfortable buying products after watching reviews or endorsements from someone who they believe in, someone who they follow because the content interests or inspires them. With Influencer Marketing, you can increase your brand awareness, reach new customers, generate sales, and improve brand advocacy. The budget to get an influencer on-board is much lesser than getting a celebrity to do the same, whereas both might have the same number of followers. The former has an upper hand because of their price to lead ratio, thanks to the dedicated niche.
In short, a brand leverages the loyalty the influencer has built over time, and creates loyalty for itself. It’s outright genius! So what are you waiting for? Transform your business with Influencer Marketing, and to know more you can always reach out to us.