You probably see it pass by on your Instagram feed every day. One of your idols — or anyone, as long as they have enough followers — advertising a product or service with a broad smile. Completely sold after seeing those nice photos? Good news, because with their exclusive promo code you even get a discount. Is influencer marketing a good idea? We looked into it for you.
What is influencer marketing?
Plenty of businesses invest in advertising through influencers these days, and we certainly understand the logic: you simply send your product to an influencer for free in exchange for a few nice shots and a mention. Easy!
Very nice, accessible, relatively cheap and nicely in step with the times — but is it actually a good idea and do you get enough out of it?
We're engaged!
We're of course assuming your social media is on point (and if it isn't, feel free to get in touch), and good social channels come with a good engagement rate. Do you get a lot of comments and likes on your posts? Are your posts sometimes shared by your followers?
As soon as an influencer gets involved, you can be fairly certain your engagement rate will go up. An influencer's followers are often very loyal, active and 'digitally talkative'. Good for your online visibility and your brand awareness.
Believe it or not
Coca-Cola, Nike, big kitchen showrooms… Consumers are often on their guard the moment they see a post or product from a company. Somehow it radiates 'commerciality'.
"Of course every company claims they have the tastiest soft drink, the best trainers and the most beautiful kitchens, because they want to SELL, SELL AND SELL AGAIN."
But that influencer who's wildly enthusiastic on their Instagram about this a-ma-zing product, wrapped in a beautiful caption? Yes, they might well be right.
Trust me, I'm famous
Positive reviews on your website or your Facebook are nice. A recommendation from someone with a lot of influence? That's worth gold. Imagine your best review being blown up in a striking post and then shown to thousands or even millions of followers… No words needed.
This is not an ad
Maybe you're one of those internet users with an ad blocker installed. Adblock usage has grown by a full 30% and Google Chrome even has an ad blocker built into the browser itself. Instagram luckily has no such blockers and is happy to let you as a business use influencers to put your product or service in the spotlight. Yes, please.
It's all about the money
We can't get around it: it's simply cheaper than an expensive marketing agency supplying your business with all kinds of slogans and billboards without you getting much out of it. Definitely cheaper — unless you ask one of the Kardashian sisters to feature your product on their Instagram, of course.
Then it might be just a touch more expensive.
Conclusion
Influencer marketing is certainly not a bad idea. You (usually) lose less with it than you earn from it. The success formula for this type of marketing is: choosing the right influencer and above all making the right deal. Make sure you don't come off worst.
Friendly reminder: these potential customers reach your business through an influencer and almost certainly find social media very important. So make sure all your channels are 100% on point.
