Recently the distance between advertising, marketing and public relation has become almost invisible. With the ever-growing presence of online influencers, a new marketing practice come up: the influencer marketing. Where, brands connect with consumer in completely unconventional way.
First of all is based on the definition of the targets individuals through the influence of bloggers and their role in influencing habits and preferences.
A great role in the game is played by Instagram with its growing interactivity. This lead to celebrities, singers, athletes and politicians to be used by companies to generate popularity amongst products and experiences.
Companies have started to pay for Instagram posts on user profiles with large following.
Reviews and influence
Whether it is a genuine review or a paid opinion this is open to the audience’s interpretation but it is sure that the intimacy and trust formed between influencer and follower made the advertisement more effective. A great amount of people declared that they were more likely to buy a product or service if a social media influencer was advertising it instead of a celebrity paid for doing it. People often find advertising on social media extremely annoying but on the other hand it appears to be more effective than traditional marketing.
Following those considerations brands set to spend billions on influencer marketing, planning to grow the investment by 2022, as consequence the market is rapidly expanding together with influencer type, filling every conceivable niche and su niche interest. They offer different benefits and trade-offs for brands. Brands are increasingly tapping other key influencer types like micro and nano influencers, kidfluencers, gamingfluencers and virtual influencers.
Every social platform attract influencer to different degree, Instagram (79%), Facebook (46%), YouTube (36%), Twitter (24%), and LinkedIn (12%).
It is possible to distinguish two different ways of categorizing influencer: reach and niche.
Before pursuing partnership brands and influencers should ensure fit between the parts, this means that the influencer is aligned with the brand and the product. Brands instead are more likely to prioritize long-term relationship with fewer but more authentic influencers.
There is a debate between influencer marketing and content marketing because they might be considered the same but the difference is quite marked. The first one is the relation between parts, well balanced, the second one is marketing typology based on the creation of media and editorial contents in order to gain clients and take profit of their own website.
So in order to take advantage of this practice is a must to perfectly know to whom we want to talk and “who” is the best medium to reach them.