When you recognize the fact that 86% of women turn to social networksbefore making a purchase, you realize what an enormous opportunity you have to attract your target demographics’ attention by developing a strategic social media marketing plan.
For many marketers, this strategy involves partnering with Influencers who have proven to foster strong ties with their audience. However, not all Influencers are created equal. In fact, there are at least 5 main types of Influencers, and they range from mega-Influencers who have millions of followers to your everyday consumers or micro-Influencers.
In the battle between mega-Influencers who have celebrity status and micro-Influencers who have smaller followings; who wins? Who resonates with their networks the most and drives the most action? Which one should you collaborate with and include in your social media marketing strategy?
It really depends on what your goals are. Influencers with celebrity-type status can put your brand on the map. They may help increase your fan base numbers and improve brand awareness. But will they necessarily give you the boost in engagement that will ultimately result in leads and sales?
On the other hand, if your priority is to drive-in store purchases, then you should know that studies show that non-celebrity Influencers are 10 times more likely to make that happen for your brand.
Everyday Influencers promote the most powerful type of marketing — word-of-mouth marketing. The truth behind the multi-million dollar deals that celebrities receive to endorse products has long been exposed. This reality check has forced consumers to evolve and crave authenticity. They no longer want to buy products they know their favorite celebrities were only paid to be seen wearing or enjoying.
To quote Tyler Durden from the movie Fight Club, “We buy things we don’t need, to impress people we don’t like.” While you may not agree with this entirely, we do buy things with others’ opinions factored in. And we are more likely to purchase something we know has already received the sign of approval from someone within our circle.
Ultimately, everyday Influencers are more relatable than celebrities. They’re able to foster stronger ties with their audiences which invites more engagement. Superstars are there to give us a glimpse of the life that we aspire for, but it’s the everyday Influencers that we identify with most.
If you’re planning to leverage the ability of an Influencer to improve your Brand’s reach, resonance, and relevance, it’s crucial to know your audience. When you consider that 72% of women consumers often share their own opinions and advice via social media and how 96% of women admit to seeking out recommendations before making a purchase, it’s clear that word-of-mouth marketing carries far more weight and influence than celebrity endorsements.
And its everyday Influencers that give Brands that credibility, authenticity, and a human face that celebrity status Influencers lack. Sure, they have faces — but again, thanks to the transparency of the web, audiences know that face is the product of a skilled glam squad that was further enhanced by Photoshop.
There’s no doubt that Influencer marketing works. A Twitter study revealed that users now trust Influencers nearly as much as their friends with 40% admitting to purchasing an item online after seeing it used by an Influencer on Instagram, Twitter, Vine, or YouTube.
However, because digital marketing is constantly evolving, so has Influencer marketing. And the trick in successfully leveraging it is actively listening to your target demographic and collaborating with an Influencer who they relate most to on a genuine level.