Technological progress has changed the involvement of customers in the marketplace, as they have become more engaged and interactive. Thus brands are able to understand and create favorable emotions and relationships with them. In order to succeed, a brand needs to form connections with potential customers and to reach as significant a segment as possible.
For instance, when doing the Facebook marketing campaign, they can use additional assistance from third party companies like SocialGreg to buy Facebook followers, which helps to boost online performance and raise brand awareness in a faster manner than usual.
Influencer marketing represents the type of relationship marketing, which aims to attract and preserve loyal customers. Companies address influencers to promote their products and services through social media platforms.
The success of this digital advertising depends on several variables: essential influencer traits that provide one’s popularity and reputation such as cogency, reliability, and relatability, competence in provoking customer engagement, appearance, cogency, reliability, and emotional availability. Previously mentioned relationship marketing refers to the set of strategies that aim to create a long-lasting relationship between the business and its potential or existing consumers.
In marketing, mediation poses an essential contribution to forming a company’s image. Social media influencers are independent third-party mediums and opinion leaders who influence the audience’s points of view using blogs, tweets, videos, and other content sharing. They regularly communicate with a significant number of social network users who follow them. In order to maintain the connection with their followers and subscribers, influencers try to stay relevant and relatable with them. For example, express common interests, lifestyle, hobbies, and proliferate new trends.
Accordingly, influencer marketing has attracted the interest of advertisers as influencers pose opinion-shaping skills that can impact customer engagement and behavior. Thus, for many contemporary companies, the establishment of relationships with social media influencers is an obvious advertisement strategy, which, along with customer attraction, aids in value creation and brand image exposure.
Interested companies usually search and invite social media influencers such as celebrities or bloggers with a high number of followers in their social media profiles and offer them partnerships. In return, they pay commissions, share from sales or offer their free products or services. As a result of the persuasive talent of mediums, messages and trends spread by social media influencers are often recognized as reliable and alluring to consumers. The explanation of this phenomenon is simple – people follow recommendations made by others who they admire.
Social psychology may explain such a significant influencer impact with the theory of learning, according to which an individual receives motivation and then expresses a favorable attitude from the socialization agent, in this case, an influencer. But what makes such an agent advantageous? And why is such marketing successful? Here are several determinants for effective communication-based marketing:
Competence, honesty, and persuasiveness make promoting a message credible. The information delivered from a credible source can affect consumers’ views, opinions, purchase intentions, feelings, and behaviors. It should be said here that more engagements increase your credibility. With the Facebook followers example above, using third-party platforms like socialgreg to boost your engagement is a great way to increase the authority of your brand.
Social media influencers with an appearance that fits in widespread beauty standards have the tendency to receive more followers’ attention. One might say that physical attractiveness has nothing to do with competence, but that is just how it is. People like beauty and usually draw attention to it. Information source attractiveness implies that the endorser’s physical beauty can directly grant positive outcomes from consumers.
The connection between the advertiser and the product is essential to achieve excellent results. Establishing a successful fit between an influencer and the brand may serve as a successful marketing strategy that will result in a positive attitude towards the spoken brand. For example, makeup, aesthetic medicine, and fashion items are usually promoted by beauty bloggers and vloggers, video games by gaming YouTubers and Twitch streamers, musical instruments, and equipment by musicians, etc.
Abilities to effectively deliver product meanings through the advertising process. Marketers who refer for influencers’ assistance think that consumers like to purchase products that are promoted by the people they admire.
This approach suggests that customers’ positive attitude towards the influencer is transferred to the product they promote. Another unique characteristic of influencer marketing is that it is different from online advertising, as ads have only commercial goals and are not considered tools for attaining sustainable long-term relationships.