Socially Influencing the Advertising Landscape

Racepoint Global

4 reasons why brands are looking to social influencers as an alternative to traditional advertising

In a time where the public are consuming information at an exponential rate, across a multitude of platforms, brands have never had to heed to the ‘adapt or die’ attitude as they do today.  One ever growing trend is to utilise the vastly expanding popularity of social influencers, from Kim Kardashian to a Manchester United fan there is a niche for almost any area for someone to raise their profile.

Brands are starting to utilise influencers as much as possible, and the numbers behind the thinking are staggering. It is estimated by Bloomberg that around £210 million is spent per month by brands on influencer marketing, and the predictions are that this will only increase year on year. Why has this become such a successful avenue for brands to utilise? Here are 4 reasons why social influencers are the bandwagon every brand should jump on:

Trustworthiness

According to MuseFind an influencer marketing platform, 92% of consumers would trust an influencer over traditional advertising. A large portion of social influencers are regular people, who have utilised a passion, or skill, into something entertaining for people to watch or listen about. They have relatable connection to the rational consumer that brands find hard replicate by traditional means or celebrity endorsements. As one of the fastest growing sports influencers in the UK Theo Baker knows the importance of making his content seem relatable; “I love to make content that I enjoy, I feel if I’m having fun within my videos then the viewers will have fun watching the video. I like to keep everything genuine to help the viewer’s feel like they can relate to me and believe they’re just like me.”

Targeting the right demographic

Influencers can offer brands a dedicated consumer base of followers, brands have the task of selecting the right influencer who they believe can leverage them in front of the right audience. Liam Chivers, Director at OP Talent Limited who looks after some of the UK’s biggest social influencers said “Our top YouTube stars are modern day influencers and celebrities. Their dedicated fans and size of audience means they are hugely influential. Audience demographics and brand promotions are also easily measurable. Meaning targeted campaigns can be more efficient and effective than traditional marketing.”

Constantly Evolving

Influencers are always able to adapt to the changing media landscape moving across social media platforms to make their content. They are able to use a base of first tier social profiles such as Facebook and Twitter to help direct their followers to new social applications like Snapchat. Brands can therefore use influencers to target new potential customers through upcoming and trending social media platforms

Engaging and Reactive Content

Influencers have the ability to instantly create content that reflects current trends, whether that be incorporating viral trends into their video content, or collaborating with other popular influencers. They have the ability to react far quicker than a brand can do via traditional methods. As well as this, influencers will look to actively engage with their fan base asking them what type of content they would be interested in seeing. Influencers can be used as the eyes and ears of brands, being able to feedback about consumer’s preferences with new and innovative ways to showcase branding.