Influencer Marketing
Influencer marketing involves collaborating with individuals who have a strong online presence and a dedicated following to promote products or services. These influencers have the ability to sway the purchasing decisions of their audience through their authenticity and credibility. By leveraging the influencers' reach and influence, brands can effectively connect with their target market and drive engagement and sales.
8 Key excerpts on "Influencer Marketing"
eBook - ePubCross-Cultural Social Media Marketing
Bridging Across Cultural Differences
- Emi Moriuchi(Author)
- 2021(Publication Date)
- Emerald Publishing Limited(Publisher)
...5 Influencer Marketing WHAT IS Influencer Marketing? Influencer Marketing has been gaining attention, especially in the United States. Many reports have shown the effectiveness of using an influencer for their conversion goal. Though the concept of Influencer Marketing is not new, marketers are now seeking the effectiveness of this marketing technique. One of the common mistakes that companies make is to define an individual who has a large following on social media as an influencer. There needs to be a distinction between influence and popularity. An influencer or an individual who has an influencing power is that they can change another person’s thoughts and behavior. An influencer is able to persuade or convince an individual to change his or her mind based on this influencer’s authority, knowledge, and relationship with his or her audience. The size of the following for these influencers is correlated with his or her topic. An influencer with a niche topic probably would have a smaller following than one who has a broad topic. The size of the following will determine the “rank” of these influencers (see Table 5.1). Three factors that categorize an individual to be an influencer are (1) reach; 2) contextual credibility; and(3) salesmanship (Dada, 2017). The key characteristics of an influencer are that they have the ability to engage with their audience. Unlike celebrities, social media influencers can be anywhere in the world. For example, with the lockdown of cities around the world, gyms and restaurants are closed. YouTube influencers in topic areas, such as fitness and home cooking, have reported a surge in followings because their videos were able to fulfill the gap between consumers’ need and want. With any industry, there are also going to be authoritative figures and are influential in their own field...
- Azizul Hassan, Anukrati Sharma, Azizul Hassan, Anukrati Sharma(Authors)
- 2020(Publication Date)
- Emerald Publishing Limited(Publisher)
...Thus, Influencer Marketing is in the spotlight when it comes to contemporary marketing methods. Marketing still exists in its more traditional forms, and for the vast majority of cases, influencers are most effective when partnered with these pre-existing marketing strategies. One can argue that Influencer Marketing is nothing new since the approach is similar to WOM, buzz marketing and viral marketing. Since the internet offers many different channels to show and share someone’s opinion with an almost unlimited audience in a very short time, the role of the opinion leader or influencer gains more impact for brand marketers than ever before. Marketers see and utilize influencers as an additional advertisement channel. They tend to give influencers clear briefings and what the purpose of the campaign is, what hashtags should be used, how many postings should be done and often pay the influencer a budget. Where once the influencer just got the product for free and could decide on their own how and when to post a picture with the product on Instagram, the industry got more and more professionalized (Griffith, 2011). Fig. 5. Leading Goals of Influencer Marketing Worldwide as of January 2017. Source: Courtesy of Statista – The Statistics Portal (2018e). Fig. 5 shows the leading goals of Influencer Marketing worldwide as of January 2017. Among the enterprise brand strategists and marketers surveyed, 68% of them stated that reputation management was a goal of their Influencer Marketing. For many fashion brands and marketers, Influencer Marketing is still an unknown area in terms of the actual outcome and return of investment. To find the right influencer is crucial to reach the brand’s target group. The average assumption is that the number of followers indicates that this person functions as an opinion leader and attracts the right audience (Utz, 2010, pp. 314–335)...
eBook - ePub- Eric Butow, Jenn Herman, Stephanie Liu, Amanda Robinson, Mike Allton(Authors)
- 2020(Publication Date)
- Entrepreneur Press(Publisher)
...Chapter 10 Leverage Influencer Marketing I n 1903, decades before computers were commercially available, the preferred method of personal communication was the fountain pen. The predecessor to today’s ballpoint pens, the fountain pen was elegant, beautiful, and prone to extreme messiness. Those who partook in extended use of such instruments were clearly—and literally—marked. It was in that year that the Conklin Pen Co. in Toledo, Ohio, decided to employ Influencer Marketing—though of course it wasn’t called that back then. Influencer Marketing is a relatively recent term. Throughout the 20th century, businesses and marketing agencies turned to celebrities for endorsements and to serve as spokespeople for brands. In the very early 1900s, most celebrity “influencers” were athletes, and by midcentury movie stars had come on the scene. But Conklin knew not just any old celebrity would do. In order to sell fountain pens to everyday folks, they needed someone everyday folks could relate to, and someone whom it would make sense to tie to the brand. Imagine if Conklin had hired baseball slugger Babe Ruth as their spokesperson. Other than for signing fat contracts, Babe wasn’t known for his use of the quiet quill. While his fans might have taken an interest in Conklin’s offerings, few others would have paid it any mind. So throughout the rest of this chapter, we’re going to explore what Influencer Marketing really means, and how you can identify and work with influencers in your company’s niche. WHAT Influencer Marketing REALLY MEANS Put simply, Influencer Marketing is when a brand leverages someone with an audience of their own to exert some influence over that audience. That might be a recommendation to purchase a product, or it might just entail using the influencer to introduce a brand or business to their audience. It’s important to recognize that anyone with an audience is an influencer. Influence is not limited to celebrities with millions of followers on social media...
eBook - ePubBecome an Influencer
Get noticed & visible through online communication & social media, more impact in self-marketing public relations & positioning, inspire people with charisma
- Simone Janson, Simone Janson, Simone Janson(Authors)
- 2024(Publication Date)
- Best of HR – Berufebilder.de®(Publisher)
...Perfect selection of the right influencers therefore offers great opportunities, but is extremely difficult depending on the topic. Influencers and the role of marketing departments in companies Therefore, it is the task of the respective PR departments to deal with it very intensively. Social media experts with in-depth knowledge, both inside and out, are needed to navigate properly in this challenging, ever-changing landscape. With large social partners, who can show huge numbers of followers and a lot of interaction, you can certainly reach a large audience, which is more specifically tailored to the target group than would be the case with print media (outside specialist magazines). But the potentials that are sleeping here are even bigger. Influencer Marketing should not be understood as a common, paid advertising measure that only needs to be public to reach a certain number of people. 6 Tips: What Can Influencers Do for Business? Therefore, many modern companies are already employing people who are specifically involved in Influencer Marketing. These can improve the efficiency of the advertising measures beyond the mere number ranges by: Using qualitative target group analysis to investigate whether the number of clicks actually reaches groups that have been optimized for the sector - or even whether they are inactive accounts or bots concerns. Analyze customer communication: The number of comments is less relevant than the topics that are in the discourse. Is it more about the featured products, the lifestyle image that is portrayed, or more about the personality itself? An audience that picks up topics related to the advertised product is much more valuable. Conduct constant research to identify emerging trends in social media at an early stage. Influencer relations, ie the establishment of true relationships between the company and certain influencers...
eBook - ePubInfluencer
The Science Behind Swaying Others
- T. Bettina Cornwell, Helen Katz(Authors)
- 2020(Publication Date)
- Routledge(Publisher)
...In most instances, a successful influencer is confident, even authoritative or passionate, and probably likeable to most. This is not to say that they may not share misgivings or mistakes, which can help make them relatable, but generally there is a tone of success. In terms of working with any brand, it is helpful if influencers have a sense of the marketing role to be undertaken, perhaps a track record of experience showing that they are organized, know various platforms, and can offer the best content. It has been argued that irrespective of their size, influencers embody three marketing functions: access to an audience, an established endorser persona, and skills in social media management (as a strategist, producer, and community manager). 1 Paramount to almost any influencer selection is that the individual is engaging not only in their presentation but also in the audience response in terms of follows, likes, shares, and interactions. These counting measures important to the Influencer Marketing process are covered further in Chapter 7. It has been noted that influencers with a high number of followers are viewed as more likeable and popular, but the reverse, not following others, can also negatively impact the influencer’s likability. 2 There are many ways to consider the “followers/followees ratio” in terms of the impact it has on the perceiver. While individuals might accept that a celebrity with millions of followers could not possibly or thoughtfully respond in kind and follow back, with mid-level influencers, unwillingness to follow others or follow back may be interpreted as overly cold or self-important behavior...
- Nils S. Borchers, Nils S. Borchers(Authors)
- 2021(Publication Date)
- Routledge(Publisher)
...From a strategic communication perspective, influencers can be considered “third-party actors that have established a significant number of relevant relationships with a specific quality to and influence on organizational stakeholders through content production, content distribution, interaction, and personal appearance on the social web” (Enke & Borchers in this book). This definition considers the variability of influencers in strategic communication and thus indicates the complexity organizations face when working with influencers. Nevertheless, it is not least its boundary-crossing qualities that make strategic influencer communication – a term Nadja Enke and I (in this book) suggest adopting instead of Influencer Marketing or influencer relations to emphasize the versatility of the instrument – a useful new domain in strategic communication. And indeed, strategic influencer communication has become a new mass phenomenon within only a few years. For example, 75% of surveyed US brands already cooperated with influencers in 2018 (Association of National Advertisers, 2018) and 84% of marketers stated in 2020 that they had increased their influencer campaign output within the last two years (Influencer Marketing Hub, 2020). At the same time, Influencer Marketing as an industry has more than quintupled its size between 2016 and 2020, growing from an estimated US $1.7 billion to US $9.7 billion (Influencer Marketing Hub, 2020). This popularity rests on a range of considerable advantages that are often, but not necessarily, related to their border-crossing qualities (Enke & Borchers, 2018b). For instance, influencers have a wide reach in attractive and contested publics, in particular teenagers and young adults, and acceptance rates for influencers’ promotional activities are high (BVDW, 2019)...
eBook - ePub- Duncan Brown, Nick Hayes(Authors)
- 2008(Publication Date)
- Routledge(Publisher)
...11 Marketing through influencers How can you work with your influencers so that they convey what you'd like them to say? ‘People are already talking. Your only option is to join the conversation.’ Andy Sernovitz, Word of Mouth Marketing Marketing through influencers is where Influencer Marketing gets really interesting. Marketing through influencers is about enabling influencers to talk about you to prospects. Immediately, the affinity with WOM marketing should be apparent. WOM is all about getting people talking about you in a positive manner. Hopefully, they are already talking about you in some regard. The ethics of marketing through influencers The first thing to say is that we not talking about paying stooges to say what you tell them to say. Any idiot can do that, it carries no influence, and usually is counter-productive. Influencer Marketing doesn't involve bribery, coercion or any other underhand means of getting influencers to advocate a position. Advocacy is a legitimate exercise, as long as it's genuine and credible. There is a difference (subtle maybe, but important) between paying for the time of an influencer to speak their views, and paying to have an influencer speak your views. You should declare whether you're paying for a speaker. What do you have to hide by concealing this? Paying an influencer risks undermining their independence and credibility, and hence their influence. It's no coincidence that analyst firms and magazines that operate on a pay-to-play basis have substantially less influence than those that do not. Commission an influencer to speak at an event or to write on a relevant subject. They're speaking as an authority on the subject area, and hence are demonstrating their influence. No true influencer will risk their reputation by saying something they don't believe. You must never commission an influencer to endorse your product. Never place a paid-for by-lined article in a magazine...
eBook - ePubDigital Economy for Customer Benefit and Business Fairness
Proceedings of the International Conference on Sustainable Collaboration in Business, Information and Innovation (SCBTII 2019), Bandung, Indonesia, October 9-10, 2019
- Grisna Anggadwita, Erni Martini(Authors)
- 2020(Publication Date)
- Routledge(Publisher)
...However, before conducting Influencer Marketing strategy, the brand need to create contents that can be seen as a helpful and useful content. The brand also need to promote the chosen influencer(s) by posting the contents made by the chosen influencer(s) through the brand’s official web and social media to increase the influencer’s interest. Lastly, the brand should make consumers remember their existence and can distinguish them among the other brands. One of the example is the brand can create a personal touch with consumers through social media or sponsoring various activities. 5.2 Limitations and further research There are some limitations in this research. First, respondents who can fill out the research survey are limited to people who knows Chandra Liow and this can lead to bias in the research data. Second, there is only one influencer and one social media platform used as the research object. Lastly, only high involvement product used in this research. A few suggestions that can be done in order to do further research are: not limiting respondents’ knowledge towards influencers, use more than one influencer and social media platform, and also make a comparison between high involvement product and low involvement product. REFERENCES Aaker, D.A. (1991). Marketing Research. Hoboken: John Wiley & Sons. Aljazzaf, Z. M., Perry, M., & Capretz, M. A. (2010, September). Online trust: Definition and principles. In 2010 Fifth International Multi-conference on Computing in the Global Information Technology (pp. 163–168). IEEE. Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173. D’Alessandro, S., Girardi, A., & Tiangsoongnern, L. (2012). Perceived risk and trust as antecedents of online purchasing behavior in the USA gemstone industry...
