Influencer Marketing: What Is It and Why Do You Need It

August 23rd, 2017 in Influencer Marketing 2 minute read

With more and more brands investing in influencer marketing, it is becoming one of the fastest growing channels in digital marketing. But what is influencer marketing and why is it something you should invest in? We’ve got all the answers…

What is Influencer Marketing?

Zero Moment of Truth

Influencer marketing is exactly as it sounds, getting influential people to market your product or service. Consumers are getting savvier by the day. If your consumer is not completely sold on the idea of your brand they won’t buy into what it is that you are selling. This is where the Zero Moment of Truth (ZMOT) comes into play; before a transaction is made, people read reviews, watch tutorials, and research the product or service before committing to buy.

The consumer research stage is where you need to involve influencer marketing. When consumers are looking for reviews and opinions about something, they will hear and see what influencers are saying which contributes to their choice of whether to buy or not. The reason why brands opt for influencer marketing is because the majority of consumers trust recommendations from other people more than promotions straight from brands.

“43% of people say they rely on recommendations from influencers when making purchase decisions.”

What is an Influencer?

You’re probably wondering what is an influencer? An online influencer is, simply put, a person who is influential online. They are individuals that consumers can relate to, whether they’re micro-influencers with followers ranging from 1,000 to 10,000 or celebrities with millions, consumers not only rely on their endorsements but trust them enough to purchase themselves.

“40% of people say they’ve purchased an item online after seeing it used by an influencer online”

Here at Zeal, we work with many different types of influencers depending on the campaign, but the majority of the time we use micro-influencers. The reason for this is that micro-influencers have a higher engagement rate and are more relatable than say celebrities. The sweet spot lies around 1K-5K followers where the engagement rate for Instagram influencers is around 8%, compared to an influencer with a following of 100K which is around 2.4%.

Why is Influencer Marketing Important?

Influencer marketing helps brands connect with their consumers, amplify their content and build brand awareness directly and more organically.

Consumers want to know what people like them think about the product or service, so involving relatable micro-influencers to create content on behalf of a brand is a no-brainer.

“There has been a 324% increase in searchers for “influencer marketing” in Google in the last 12 months.”

Many brands are following the growing trend of spending a significant amount of their budget on influencer marketing and the results speak for themselves. We recently wrote a blog post on why influencer marketing can no longer be ignored, this explains a lot of these benefits in more detail.

Are you looking to build awareness for your product or service? Here at Zeal, we have a wide network of bloggers and social media influencers who can produce blog posts, social posts, videos,  vlogs, events and much more to help raise your company profile online.

If you want to learn more about influencer marketing, blogger outreach, or SEO and how it can work for your brand get in touch!

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