What is Influencer Marketing? – Rodric Leerling

When in #InfluencerMarketing, you are “indaHash”, just as being”indaHouse”. Using ### all the time …. Forget C2B, welcome to the age of H2H marketing. A fast growing number of companies are using social media platforms like Instagram to not only communicate their brands or services, but run e-commerce and make money. It has quickly grown into an important and essential tool for marketing strategies.

Influencer Marketing is nothing new. It’s based on the constant need for humans to get input on choices in life. The new generation is ‘always on’ while following their tribe leader, copying their way of dressing and appreciating their personal advice. Influencer Marketing is today’s mouth-to-mouth advertising tool. Advice coming from someone they trust. Human-to-Human.

In this age of social media where people follow people, and watching TV is out, influence works like a new megaphone. One picture can influence people to like, comment, share and ultimately buy a product or join a movement. Influential social media users with big crowds of followers can inspire people with new interior deco ideas, cosmetics trends, travel destinations, healthy food or new sports. Like you would ask your friends at a party where to go next for a vacation, what to eat, or what they would pick for new furniture or a car. The new consumer generation checks online what their heroes do in their house, where they go on holiday or what they eat for breakfast and dinner. And they readily follow their advice, tips and suggestions.

So, it’s no rocket science to understand why companies are using these new publishers with loyal followers to present their product or service and have them speak and write positively about it. It all started with sport stars wearing certain brands and driving a particular car. We now call them the ‘mega-influencers’ (>1mln. followers). They are still around, but very expensive. Soon the macro,  meso, micro and even nano (<5.000) influencers followed. And the smaller the follower audience, often the better the engagement is on a certain message.

In influencer marketing it all comes down to relevance, authenticity and engagement. Content distributed by an influencer should be fitting their personality and be consistent with their daily communication. Deviating from this, just for a quick buck, will cost them followers and hence they become less relevant to advertisers. Their communication has to come across as authentic which again will lead to a high engagement %. So a neat balance is important. Both for the influencer and the brand who is cooperating with the ‘publisher’.

In a time of ‘cord-nevers’ (new generation of non-linear video watchers) and ‘cord-cutters’ (cutting ties with cable networks) consumers still want advice and an honest opinion on purchase decisions. So as they hardly will see linear TV commercials anymore, they are best reachable through social media. Welcome to the age of Influencer Marketing!


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