The New Wave of Influencer Marketing

Influencer marketing is one of the most exciting developments of modern marketing. We use influencer marketing to promote new campaigns for our clients, such as Tide Cleaners and My Sister Closet. The marketing industry has transitioned to an almost entirely digital landscape, so it is no surprise that influencer marketing is one of the best ways to increase brand awareness, drive sales, and reach a target audience. 


The influencer marketing arena used to be limited to celebrities; however, the recent rise in influencers has saturated the market, allowing for authentic connections and leading to higher trust and engagement from the target audience. With higher trust and engagement comes a level of necessary trust between influencers and brands. This trust is much greater than the trust a brand may have in an advertisement: brands need to trust that the influencers marketing their products will do so effectively. That is where an agency such as us comes in. We can communicate on behalf of the brand to the influencer to establish a cohesive relationship between the brand, us, and the influencer. 


Audiences are now more aware of advertising than ever before, making influencer marketing a method for brands to regain customer trust and build influencer partnerships. So, how has influencer marketing taken over? Influencer marketing has leveled the playing field through social media’s unique opportunity: anyone can share their voice. Influencers can use their power to move whole communities and initiate and affect the behavior and decision-making of others. It’s important to note that it’s not numbers that determine someone’s influence on social media, but rather being someone that followers trust.


So, what makes influencer marketing that much more effective? Influencer marketing is measurable and targetable. Analytics can remove some of the frustration that often comes with traditional marketing programs, as the more brands have access to data, the more they will use influencer marketing. For years, the advertising industry only had access to traditional advertising strategies yielding unclear results about branding impact and audience engagement. Algorithms allow marketers to predict the kind of interactions and amount of followers an influencer will have so that they can expect audience engagement before a campaign launches. 


Ryan Preston

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