The answer to that question is yes. Influencer marketing is seen as one of the most effective strategies in business now. However, it doesn’t mean that the impact will be long-lasting. It depends on the strategy for the continuation. Before talking about the impact, let’s talk about who or what is influencer.
Why influencer marketing can give positive impact for your business
Many think that influencers are the one who have big following on social media. Or, they are the ones with blue tick on their account. However, someone can be an influencer without all of that. More important factors that play to the roles are a person’s eminence and affluence. Those factors like the blue tick or large numbers of followers are just secondary elements influencer can use to boost the impact.
Influencer today is about authenticity, sincerity, and dependability. However, that makes it even harder to define who influencer is. If those elements are what count to be influencer, then anyone can be an influencer as long as they can play an active role in business decision-making which ultimately leads to purchase when their circle of trust is indestructible. So the simple definition of influencer is those who are able to create a circle of trust that someone can have faith in.
This leads to how influencer marketing can give positive impact to your business. However, it is only when you do it right. For example, just because you choose an influencer to promote your product doesn’t mean your sales are going to increase all of a sudden. If there is no relevance, authenticity or sincerity then the strategy is bound to fail.
For example, you cannot just rope a famous model to promote your burger because your customers and his/her circle will question why their favorite model doing so knowing that this type of food is something they should not or will never consume in reality. Therefore, the large number of followers or the blue tick don’t even help in this case because there is no authenticity, sincerity and relevance.
It is important to remember that purchase decision include involve a lot of dynamics such as social, political, economic, market fluctuations, as well as the concept of the circle of trust. Also remember what Seth Godin said that people do not buy goods and services but relations, stories, and magic.
You need to make sure to choose the right influencer to market your product or service. Not only that, it needs to be done strategically with concept and plan. Choose influencer that your potential customers can trust. Today, consumers use many references to see what rbands they are going to choose. They often make purchase after seeing influencer use a product on their platforms such as Youtube, Twitter, or Instagram.
Many consumers also find references from blogs. They read reviews from blog they trust before making decision whether to purchase or not. Also remember that consumers today are very smart and they know which one to trust.