When we started creating our first influencer marketing campaign a few years ago, the word “influencer” was a relatively unknown term within the field of marketing. Whether we were talking to the CEO of a small startup or a corporate-level marketing director, every conversation started with the same question.
“What’s an influencer?” 🤔
Influencers tell stories of their personal
experience and show the audience how a brand fits in with their lifestyle. When we compare this with how brands typically told audiences how their product should fit in with their life, we saw the authenticity and trust we could gain from working with influencers.
Consumers were used to standard marketing tactics and with engagement nearing all-time lows, audiences were primed for a new marketing approach to influence their buying decisions. Only 15% of Americans (and 10% of Europeans) trustee posts by brands on social media versus the 92% of consumers who turned to people they know or trust for referrals. At the end of the day, people trusted people. This simple notion is the reason influencer marketing made such a quick and powerful impact.
Well three years and several billion Instagram posts later, influencers have become commonplace in the marketing strategy of most brands. As we typed up an influencer campaign email earlier today we noticed that for the first time our computers didn’t mark the word “influencer” as incorrect spelling. In only three short years, we lived through a social marketing revolution that took this uncommon term and warped it into a standard art of our industry. 📱 #CreativeConversations #MarketingStrategy #InfluencerMarketing #InfluencerAgency