As laymen, whenever we hear the term influencer marketing what actually flashes in our minds is a celebrity advertising a product the best he / she can, simple and sweet. That of course is not the case, Influencer marketing is way more than that. Influencer marketing shouldn’t be solely focused on connecting with popular people, but helping people become popular. This article seeks to debunk the typical influencer marketing myth.
What Is Influencer Marketing?
“Influencer marketing is a form of marketing that has emerged from a variety of practices and studies, in which focus is placed on specific key individuals (or types of individual) rather than the target market as a whole. It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers.” – Wikipedia.
In other words, a brand is not what a company describes it to be. It is what the consumers tell each other. The age of social media has only magnified the opportunities that this fact holds by allowing people to connect with others in a scalable way so we can make an ever bigger impact.
How to promote your business through Influencer Marketing? – By clearing myths related to it!
There are few fundamentals a company needs to clear before opting for influencer marketing. There are many ‘Myths’ that can cause serious damage to any and every marketing campaign, irrespective of a quality product. These need to be busted. Here are a few to consider:
Influencer Marketing Myth 1: Influencer marketing is a mix of Bloggers, Advocates and celebrities
Traditional marketers, the brand image solely depends, how celebrities talk about them… well not any more. Those days are way gone. Today social media has proven, bloggers, brand ambassadors, experts, fans and advocates are invaluable for driving engagement and grabbing the attention of new audience. For example, on Trip Advisor – (a website that gives detailed description of any destination in the world), People upload their positive and negative comments. This plays an important role in decision making of prospective travelers. You might try something once because a celebrity did it, but would probably try something more often, like going to a restaurant because your friends or family said it was great!
Influencer Marketing Myth 2: Pay influencer marketer the way you pay for advertisements
A myth that a company needs to pay the influencer marketer in the same manner a company pays for an advertisement. Many influencer marketer’s work because they have genuine interest in a company’s product or brand. Influencer marketers are not ‘poster boys / girls’ or ‘newspaper advertisements’. They publish what they believe about a brand or product. A study has expressed that 53% of influencers except money while 20% are interested in free product or connected to the company in an organic way.
Influencer Marketing Myth 3: The Bigger the follower’s list, the better it is
The larger the fan following the larger the reach will be. Reach, for the target audience is an important parameter but category relevance and resonance to the audience are equally important. Influencer marketing is more about driving action than just spreading awareness. An influencer with a small fan following who has tremendous knowledge about a company’s product can do wonders compared to a person with huge fan following who has no knowledge about the product.
Think of a travel blogger, who has a huge fan following. Can a garment manufacturer hire the influencer to endorse their brand? Probably not. How many fans will follow his post on garment manufacturing? Obviously not many. Fans follow him because of his travel experience not because he has a big name in the list of bloggers.
Influencer Marketing Myth 4: Influencers only appeal to young consumer
A myth that younger generation is more prone to gadgets and internet research. 9 /10 females in their middle age use facebook, which puts them at par with the younger generation.
Influencer Marketing Myth 5: It is easy to find influencer marketers
It is most difficult is to find an influencer marketer who fits for a company brand promotion at all levels. There are different tools which can help a company to understand which influencer is perfect for their brand image. That however, is food for thought for another topic.