Since influencer marketing is at the forefront of digital marketing trends, it is growing at a pace which creates an air of mystery surrounding it. With these innovative marketing tactics there is often misinformation spread. This article is here to help debunk the following seven common myths that individuals have about influencer marketing.
This is untrue for a few reasons. Having more followers does not necessarily equate to having more impact. That depends on if the influencer has a high converting audience. If there is not a connection between influencer and audience, then despite having a huge following, they may fail because their followers are not primed to shop from their page.
Similarly, if the product is too off-brand for the influencer their audience will be able to tell and be discouraged to purchase. There are so many niche audience interests that having a nano influencer with 5,000 followers versus a macro influencer with 20,000 followers is not the only site of importance.
If there is a strong audience of buy-ready fans looking at a specific market interest, they will trust their “small-time” influencer. The bonus here is that the influencer has the potential to grow with you after their first successful campaign.
It has been proven that influencer marketing, when executed correctly, offers a strong increase in ROI. If you take the time to choose the right influencer for the job there is potential for increasing profits. Matching the influencers with the product and brands is tricky but it is extremely rewarding when done well.
A lot of people believe that influencer marketing is the same as traditional commercials. However, it differs greatly. Audiences do not connect with traditional advertising the same way they interact with recommended and personalized ads on their socials. Therefore, it only makes sense that to emotionally connect with these audiences, a company must use influencers.
There is a constructed relationship between the influencer and the potential buyer where if the influencer is “fake” or model-like, their audience will be disappointed. It has to be as unconstructed as possible and be genuine with individuals actually asking their Youtubers for recommendations on what to purchase. Here at Blitz we see and are prepared for a far more human process than in the past.
Contrary to what some might say, Instagram is not the only place where influencers play an important role in promoting brands. Tiktok is rapidly growing and changing. Already the site has ads to swipe through and they give brand deals to some of their more popular creators.
The beauty of influencers is that they are transferable to any platform. The content they create and share can be spread across many socials. Often they have their own blogs, Facebook pages, YouTube Channels, and more where they can share and promote brands.
There definitely is a decent amount of celebrity influencers like Harry Styles or Kylie Jenner. Although, there are many other kinds of influencers such as social and industry influencers. There are also many niches such as food and travel which influencers focus on that break down the market into specialized audiences. Influencers make it easier for brands to hyper-target an audience.
An influencer’s audience will know if they are being rigid and disingenuous therefore, influencers are not ones to fake a product endorsement. Often brand deals are built through companies tapping into grassroots communities. By accessing communities and influencers who are already invested in a specific identity there is an opportunity to invite them to be creative about your brand or product within their niche.
Organizations will reach out to influencers who are already using a product in a genuine way that they love to share with their followers.