Celebrities have endorsed brands for years yet when it comes to online influencers some brands still can’t seem to see the benefit of their endorsement.
Online influencers are celebrities in their own right and can have as much or even more influence than a celebrity. Online influencers have the upper hand when it comes to marketing: people like to know what ‘people like me’ thinks about a product or service. Celebrities are often too out of reach for the average person to relate to.
A recent survey by PR and content agency Good Relations, which surveyed 1000 people over the age of 16, found that 1/5 of our total media consumption (radio, TV, print, social media) is online influencer content with 57% having made a purchase based on an influencer recommendation.
57% have made a purchase based on an influencer recommendation
Furthermore, in a survey of 2,140 UK adults, Feefo found that 75% of consumers are influenced by reviews when making an online purchase. What if that review was made by an online influencer you can relate to and feel inspired by? You’d probably buy it, right?
We saw this clearly ourselves in a campaign we ran for Epson UK for their EcoTank printers, where influential family bloggers reviewed the EcoTank and talked about its perks for families. Interest and sales for the printer soared over the year we pushed these reviews together with blogger events to generate a buzz around the product.
Let’s not forget about video either. As my colleague Carl pointed out in this blog post, online video content has more influence than ever before with Twitter reporting a 220x growth in video content in 2016, and Instagram users sharing around 95 million videos per day!
Instagram users share around 95 million videos per day
According to a Google case study, 40% of millennial subscribers on YouTube state that their favourite YouTuber “understands them better than their friends” and 70% of teenage YouTube subscribers say they relate to YouTubers more than traditional celebrities. Furthermore, 62% of 18-24 year olds would buy a YouTuber endorsed product vs. a celebrity endorsed product.
62% of 18-24 year olds would buy a YouTuber endorsed product vs. a celebrity endorsed product
With the average person spending 1 hour and 40 minutes on social media a day and with nearly 70% of millennials using ad blocker, what better way to reach them than through their favourite influencers on social media?
According to a survey by eMarketer, 80% of marketers who launched marketing campaigns involving social media influencers found them to be effective for driving both engagement and awareness. So far, we’ve seen 100% positive results from the influencer marketing we’ve undertaken in the last few years. Our use of lower tier influencers has been especially successful in our SEO campaigns, for example our work for Bed Guru which you can see here.
The question isn’t should you be doing influencer marketing, but can you afford not to?
If you want to learn more about influencer marketing, blogger outreach, or SEO and how it can work for your brand, please do get in touch!