The psychological mechanisms behind the effectiveness of influencers: Why they work better than other types of advertising?
Digitalization has turned everything upside down and brands now have the choice between traditional advertising and influencer marketing. In addition to advertising on TV, radio, websites, billboards and in the press, there is another form of advertising. Influencer marketing, as it is called, is a highly effective form of advertising that is deployed on social networks and blogs. More and more brands are using it for excellent reasons.
Different forms of advertising for different purposes
Influencer marketing and the other types of advertising that we will classify as classic are not practiced in the same way. Above all, the goals differ between these two forms of communication. In the case of traditional advertising, the objective is to strengthen the image of the brand, to reinforce its notoriety or to spread a message. There is therefore no particular link between the brand and the consumer. On the other hand, the aim of influence marketing is to create a link, to establish a proximity with the consumer. Everything is done so that the consumer even comes to see the influencer as his best friend.
Influencers are so effective simply because they tell a story they have personally experienced or share an experience they have personally tried. They don't play a role in the way that actors do in traditional TV or online advertising. Influencer marketing is definitely about a real person talking about their own experience with the brand.
Influencer marketing allows for better targeting of the audience and is ultimately less expensive
The 15-25 year olds are social network enthusiasts and are the audience of choice for influencers. At the same time, young people have little interest in television and have buried radio altogether. As a result, it is impossible to reach them by clinging to traditional advertising. The only way for brands to reach such a target group is through influencer marketing. Through this, they simply deploy word-of-mouth marketing. The influencer who is adored by his audience can sell them almost anything, unlike the star who has no real connection with them. The role of the influencer is also to present the product more. More and more consumers want to know everything or almost everything about a particular brand offer before they decide to buy it.
The impact of influencer marketing on targets appears to be far more decisive than that of all forms of traditional advertising. Influencers are able to generate engagement and have in fact become the only ones able to reach certain audiences. Also, influencer marketing requires a much smaller budget than that needed for brands to engage in traditional advertising.
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