By now you have heard the term social influencer. Now the phrase Influencer Marketing is being thrown around the social media arena as the next best thing since billboards on the highway.
So here are the questions we all have:
- What is an influencer?
- What is Influencer Marketing?
- What, or who, is it an influencer influences?
- How and Why is Influencer Marketing of interest to Anyone?
- What is Next for Influencer Marketing?
What is an Influencer?
According to Google this definition of an Influencer is the best:
“An influencer is an individual who has above-average impact on a specific niche process.
Influencers are normal people, who are often connected to key roles of media outlets, consumer groups, industry associations or community tribes. Influencers may or may not be aware of your company, but represent control of an audience segment that is important to your business.
Such individuals are not simply marketing tools, but social relationship assets. They may be the person responsible for affecting key contracts, supporting new product releases, or part of a resource pool that increases market awareness and industry shifts before they happen.
In the end, influencers are a key type of evangelist for your company.”..source, InfluencerAnalysis.com
What is Influencer Marketing?
Another Google Search produces another accurate definition:
Influencer marketing is a type of marketing that focuses on using key leaders to drive your brand’s message to the larger market. Rather than marketing directly to a large group of consumers, you instead inspire / hire / pay influencers to get out the word for you. …source tapinfluence.com
Who Would Be an Influencer?
There is no one straight answer found to this question since everyone on the internet claims to be an Influencer. With what businesses are paying these people who have been tagged as an Influencer, who could blame the other want-a-be’s.
From an accumulation of Google Searches this list was put together of who would more than likely be an influencer:
- Industry analysts,
- Professional advisors,
- Video centric digital marketing agencies,
- Individual brand advocates.
How and Why is Influencer Marketing Important…or Not?
- It’s Sexy
- It’s Social
- It’s Powerful
- It Helps SEO
- Word of Mouth Marketing Still Rules
- It’s Pushes Sales
- Alternative to Paid Ads
- It’s Searchable
- It’s Organic Advertising
- It’s Targetable and Trackable
Anything type of marketing can be cost effective if there is a sound strategy developed and it is managed. Handing you marketing off to one of your influencers thinking they will take care of your marketing plan is unwise since it is clear Influencers are specialist…hired guns..and usually are working for many people.
The cost of hiring an Influencer has gone up. In 2013, the going rate for a branded Video on Vine, receiving 3M loops, was a mere $400. Today, that same level of Influencer Marketing would range from $10,000 to $15,000..and the rates keep going up.
What is Next with Influencer Marketing?
Todays, that same video produced by an Influencer to achieve the same level of exposure would range from $10,000 to $15,000, and prices only going up.
Influencer marketing is still new. Influencer Marketing that is video centric is even newer and much more effective since consumers are more apt to watch a video than read a 1500 word blog on a site filled with pop-up ads.
From Forbes to Jay Baer, influencer marketing is reaching the lips of reporters and thought leaders across the globe.
A look at Google Trends illustrates the burgeoning growth of influencer marketing. Now these same influencers are having videos produced by the dozens. Why? To Influence you.
There is nothing wrong with being influenced by someone or something. Actually, Influencers do a much better job of delivering a marketing message to a consumer than a Pop-Up ad.
Anytime you add a Video to marketing it is going to boost the value of the message. Add Videos to Influencer Marketing and BAM!!!…you then start seeing the value of a video centric digital marketing strategy.
Let us know how we can help.
Also published on Medium.