Gone are the days when a few big-shot brands ruled the market. Today, thanks to the internet, the market is diluted with the influx of startups. New and new brands are entering the completion at a rapid pace. It is the customer’s world. In such a scenario, smart and effective marketing is the need of the hour. You need to project your product in a different light. The brand has to promise the average user something more than the others.
Influencer marketing is the latest trend that seems to be spreading like wildfire in social media networks. Remember how back in the day, brands had celebrities endorse their services to build credibility? Influencer marketing is very similar to that. Only that instead of TV actors and models, brands now hire people with decent follower count to spread the word. Read on to know all about this new phenomenon and why it has become such a rage.
Need for Influencer Marketing
There was a time when people resorted to conventional career choices because they were safer. Today, the attitude has shifted drastically. Millennials are gravitating towards non-traditional career choice. The rising popularity of the World Wide Web has only added on to this tendency. Everyone wants to become famous on social media. However, that is not easier said than done.
Every social media platform, be it Facebook or Instagram, works on a set of algorithms. This framework determines the visibility and reach of your posts. Once you have a substantial following online, you can monetize your content.
Why Pick Influencers?
Influencers are regular people like you and me. They are far more relatable, believable and relevant for the standard web browser. Unlike celebrities, these influencers are more approachable and accessible. You can contact an influencer, invite them for a collaboration or a gig.
Influencers have managed to grab the pulse of the audience base. These people live ordinary lives, making their content from the everyday things that we all see. Being an influencer is a full-time job. If you have some knowledge or insight in a field, put it to good use.
Influencers- The Next Big Thing?
Becoming famous on social media is not that difficult. Anyone with an idea and an internet connection can build a substantial web presence. It is maintaining your followers and monetizing your content that takes real work. Influencers trending on social media these days are all trying to post content that is authentic, original and unique.
The algorithms working behind the scene can be calculated and predicted. However, customer trends and preferences are very volatile. You would understand the scenario only when you enter the competition and experience it first-hand. However, figuring out what your audience wants is not a complete shot in the dark. There are tools, apps and platforms to give you an insight into what is trending online.
Affiliate marketing has become the next big thing these days. Brands are always on the lookout for people who have made it big on social media. The trend of YouTubers and Instagram influencers is so extensive that even celebs want a piece of the cake. Here are some of the trends that we can expect in the forthcoming years;
Mary Jones is the co-founder & editor-in-chief at TopMyGrades, which focuses on Content Marketing Strategy for clients from the Education industry in the US, Canada & UK. Mary has conducted a series of webinars for AssignmentEssayHelp as assignment expert. She has extensive content editing experience and has worked with MSNBC, NewsCred & Scripted. She has also authored blogs on Lifehack.org, Wn.com, Medium.com, Minds.com and many more digital publications.
The Rise of Micro-Influencer
You don’t need to have a million followers on Instagram or thousands of Facebook likes to catch the eye of brands these days. Anyone with a paltry thousand followers on social media or a substantial number of views on YouTube can monetize on their content. Brands prefer micro-influencers to the big-shot names. Small-scale influencers have a more local appeal. And social media influencers are not necessarily about being famous. Your content should be interesting enough to attract the right kind of audience base.
Another trend that has been doing rounds is the rise of CGI influencers. CGI influencers are not real people. They are an animated character or a persona adopted by an influencer that has gained immense popularity online. It gives influencers the creative freedom to express their opinion through the persona of a fictional personality.
AI Integration in Marketing
AI or artificial intelligence is no longer the stuff of science fiction shows and stories. We live in an age where machines are becoming more human-like! It is a fantastic time for influencers to capitalize on this trend and become more tech-savvy. AI allows influencers to improve its audience interactions. Chatbots, automated responses, voice recognition software- there are loads of tools that you can pick from.
The trick to being a social media influencer is treading a fine line between quality and quantity. You need to post regularly, without compromising on the quality of your content. Build real connections with people; that’s what counts.
Real People=Real Influence
Influencers trump over celebrities and other marketing tactics are because they are relevant. Influencers belong to the same space as the rest of us. They come from the same social class, economic background and culture. Also, influencers are more authentic with their content. Their posts and videos, although scripted, are easier to consume. Also, most influencers have some level of credibility about their content. They are successful in building a sense of trust with the consumer.
There has been a significant shift in the attitude of the consumer. People now have a gamut of options to pick from. There is no rulebook to success; you don’t get a readymade checklist to make it big on social media. Every influencer has to make its way. Learn to take risks, make mistakes, and learn from them. Your experience and audience interaction is your biggest asset.