In 2014, Adweek announced that the next big brand deals would be with social media influencers. In 2015, influencer marketing was proven to yield at least $6.85 for every $1 spent in paid media campaigns. Now in 2016, marketers and advertisers of all industries are realizing the importance of marketing with social media influencers to drive traffic, awareness, visibility, engagement, and conversions for their advertising campaigns.
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In a recent WSJ article, Cosmopolitan’s CRO shares, “advertisers are increasingly interested in weaving their brand messages into content from such creators, both to reach consumers who are less inclined to consume traditional media and to draft off the direct connection these people have built up with their fans.”
Read on to see why social media influencers are integral for brands seeking to power their marketing message to audiences online:
Aside from yielding great returns for paid media campaigns, marketing with social media influencers is reshaping how brands market in today’s quickly changing advertising landscape. With rapidly growing user bases and time spent across YouTube, Instagram, and Snapchat, marketers are discovering that one of the best ways to target audience groups, drive awareness, and elicit engagement across social channels is by creating innovative advertising partnerships with select social media influencers.
Marketing with social media influencers allows brands to reach audiences and drive both branding and direct-response initiatives previously only possible with traditional advertising methods. However, with the decline of TV viewership and entire demographics who have crafted entire lifestyles and habits sans TV, many brands are recognizing that social media influencers (YouTubers, Instagrammers, Snapchatters, Vine Stars, et. al.) are the new brand publishers of today’s digital and mobile viewing world.
For more information on how social media stars are changing how brands market, check out our article here. Additionally, here are 3 creative ways brands can leverage social media influencers for their marketing campaigns.
As described in WSJ‘s article, top social media influencers are incredibly savvy social media marketers with the inherent ability to craft relevant messaging, create aspirational content, and engage key audiences across many mediums. As a direct result of their social media marketing acumen, top digital influencers command and can drive vast amounts of subscribers, followers, likes, comments, shares, and fans (see why social media engagement matters for sponsored content here).
On the consumer end, Variety reports how top social media stars are much more relevant and hold greater affinity to U.S. teens than the vast majority of traditional celebrities. On the advertising end, Cosmopolitan’s CRO notes that “nearly every discussion with advertisers these days includes a request for some kind of content produced by a social influencer.” (WSJ).
Because of their consumer relevance, social media prowess, and audience reach, these digital influencers are well sought out by all for their ability to add measurable horsepower to marketing campaigns.
Whether for a long-established company or a bootstrapped startup, continually creating content that is well-liked, shared, talked about, and well-marketed is not always turnkey. Fortunately, collaborating with the right social media influencers can help brands efficiently solve this marketing need. Content created by top social media stars oftentimes performs well on multiple touch points (multi-channel or cross-platform marketing) with many companies repurposing or repositioning original high-performing influencer-generated content onto other social channels.
To see how these brands are leveraging social influencer-generated content on multiple platforms, see our articles “How Brands Dominate Social With Popular Viners” and “Breaking Down r. Pepper’s Influencer Marketing Strategy.”
With the rise of ad blocking precluding an estimated $22 billion dollars of ad inventory in 2015, advertisers and brands are looking for the best ways to reach audiences where they are spending the most time (digitally, mobile, and on social apps) sans ad blocking. For brands and advertisers seeking to successfully circumvent ad blocker technology, marketing with social media influencers presents a viable channel and strategy. Similar to some native advertising options available on social platforms and apps (e.g. YouTube Shoppable Ads, Instagram Shopping Ads), marketing with social media influencers on their channels and pages is unaffected by ad blockers. Additionally, well-done brand sponsored content with social media stars reaches audiences with each influencer’s social endorsement.