What’s this buzz about “influencer marketing”?
While we’re still all talking about content being the hottest buzzword in marketing these days, influencer marketing is right up there, quietly, confidently, and steadily becoming a key weapon in the marketer’s arsenal.
Influencer marketing isn’t new. Testimonials have always been around. When someone well known says something about a product, it becomes celebrity marketing.
When that celebrity gets paid, it takes the form of endorsement marketing.
Influencer marketing, however, is marketing specifically to those who do the testimonials, those who have a sway on the target audience, those who have voice that’s heard and followed. It’s preaching to the preachers.
One understands how influencer marketing comes together — a powerful combination of content and social coming together in today’s world of dialogue rather than advertising, engagement rather than just the old-fashioned one way.
Certain verticals in marketing have taken to influencer marketing like ducks to water. Around 60 per cent of fashion and beauty brands have some sort of influencer strategy in place. And brands in our region — from food to fashion, from beauty to technology — are placing decent bets on influencers doing their magic for them.
Getting influencer marketing isn’t easy. If your brand is looking to influence that really tight slice of your audience — and who will then cast a magic spell on the rest of your target group — you need to have a pretty good strategy in place. Identifying the right influencers is first up the biggest challenge today. And there’s no magic list somewhere. You can’t wiki them, there’s no easy find on Google search, and while there are some tools that identify them on Twitter and Instagram, one still needs some hands-on hard work to be able to spot the right influencers.