In an ultra-competitive economic context, companies must use the right levers to make themselves visible. Consumers are more aware than ever of traditional marketing techniques. Traditional advertising practices no longer have the same impact.
It is in this context that influencers bring a tailor-made response to brands in terms of visibility, marketing engagement and added value.
So why does a brand need influencers more than ever?
Influencers generate trust, visibility and authenticity
The marketing research firm Nielsen conducted a extensive survey on the subject of influence marketing. The aim was to find out what the impact of a recommendation is compared to a banner ad. And the result is clear: 83% of consumers say they trust recommendations from contacts in their network, peers and friends.
Even better, according to the trade magazine Adweek, 92% of consumers follow someone's advice and opinions first when making purchasing decisions.
Influencers, through the relationship they have with their community, therefore generate a high level of trust. Consumers rely on people more than on formatted messages. And there is nothing like trust to seal a lasting relationship between a company and its customers.
Influencers thus play an essential and highly strategic role between a brand and its audience.
In addition, because of the huge number of followers they have on Instagram and other social networks, influencers boost a brand's visibility. A well-crafted and staged message has a very high visibility. Likes, shares and comments increase the reach of the message tenfold. And at the same time increase the visibility of the brand.
And this is without taking into account a fundamental aspect of our societies: authenticity. We are living in an era in which the notion of authenticity has become central. Consumers are looking for authenticity in every facet of their lives. Influencer marketing is the best technique to convey this meaningful value. Influencers bring a brand to life, humanise it, and make the messages it wants to convey authentic and sincere.
Influencer marketing avoids the pitfalls of traditional marketing
It's a fact: old-fashioned advertising is on the wane. Email open rates are at an all-time low, click-through rates on banners are not at their best at 0.06% on average according to Google.
Traditional advertisements are totally uninteresting to consumers. Worse, they can even drive them away from the brand, because of the hype.
Standard advertisements are almost completely ignored. The message they carry does not reach its target.
Influencers help to avoid these pitfalls, to remove the barriers between a brand and its audience. Especially since on social networks such as Facebook, the news feed now favours users' publications. And the brands' advertising messages are relayed in the background.
An influencer's message on Facebook or Instagram has more impact than a banner or sponsored post.
And from a strictly financial perspective, the ROI of influencer marketing is significant. According to Adweek, influencer-led campaigns generate $6.85 in media value for every dollar invested. Who can beat that?
Visibility, authenticity, trust, high ROI... our influencers are the best allies of your communication on social networks. They are the ambassadors of your brand.
Contact Us for an in-depth study of your needs.