One of the many appeals of influencer marketing is that brands can connect with, engage, and target the right consumers through the audience of their content creators. Moreover, potential customers don’t view these sponsored posts the way they do your run-of-the-mill advertisement. In fact, customers actually voluntarily seek out an influencer’s content.
What keeps most influencer marketing so authentic is that these product and service validations carry the voice, style, and tone of the content creator. The best influencers don’t represent just any brand off the street—they aim to seamlessly integrate their validation of a product or service into a digital narrative to ensure they preserve credibility for past, present, and future followers.
For many reasons, classic ads simply aren’t as convincing as they once were, and nowadays they aren’t even being seen. A study conducted by IAB/YouGov found that 47% of 18 to 24 year-olds use an ad blocker. This means if you’re targeting millennials, there’s a good possibility that nearly half of them will miss your message if you’re still utilizing the antiquated means of internet advertising.
The Return on Investment (ROI) for Influencer Marketing is nothing to scoff at either. To begin with, many influencers will post for complimentary products and services, which saves brands from doling out cash. However, even when an influencer does require monetary compensation, many businesses see an average of 600% ROI.