In today’s day and age of reviews and rating bloggers, vloggers and reviewers have become the most influential spokespeople in every industry. Whether it be technology, beauty, fashion, lifestyle or travel, celebrities are no longer appealing to consumers or marketers.
Data from influencer marketing platform MuseFind shows that 92% of consumers trust an influencer more than an advertisement or traditional celebrity endorsement. With 47% of customers using AdBlock technology, traditional digital marketing channels are blocked. Influencers have become a more predominant source of marketing as marketers foster partnerships between brands and influencers and track the success of the resulting campaigns.
Let’s look at 5 reasons why influencers are preferred over celebrities.
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ROI
There is no doubt that hiring a celebrity like Kylie Jenner or J Lo costs a ridiculous amount. Influencers are far more effective in giving a better ROI for a lower price. It is also most effective to spend on multiple low-cost influencers rather than one exclusive celebrity. Even though celebrities have a bigger following, influencers are better at engaging the following they have. According to a report by ZD Net, marketing research firm Collective Bias found that 30% of consumers are more likely to purchase a product endorsed by a blogger than a celebrity.
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Creators of their own content
Influencers are creative individuals that can sell your product in a much creative fashion that a celebrity endorsement. The user-generated content that influencers are able to provide, proves far more valuable than any other content a brand can make themselves. By utilizing their own personality, voice, tone and style, an influencer can gives the post a real and less manufactured vibe. The quality of endorsement created by the influencer is not a one-off investment. It gives a long-term ROI.
REP suggests that by pairing up with an influencer who genuinely loves and backs your brand, this support will extend to their followers. The more the influencer’s values and beliefs match up with your brand’s, the more natural and believable it will be.
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Endorsement with more depth than reach
Influences get real engagement. It is generalised that celebrity endorsements are not as reliable as influencer endorsements. Influencers work hard to set the right setting for your product. The insightful information provided by these influencers is not only authentic, but trustworthy. Influencers might not have as many followers as celebrities, but the followers they do have are loyal. Their niche audiences would be more frequent in engagement and over time create a bond with the consumer and brand.
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Sustained presence
Influencers are seen closer to consumers and have a more loyal following as it grows slowly with gradual building of trust and mutual expectations. Their constant reviews and building of social presence makes a big difference in the selling of an endorsement. You can also continue endorsements on a long-term basis for future product launches and ensuring an extended product life.
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Appeal to millennials
Millennials today appeal more to creativity and authenticity rather than fan based purchasing loyalty. They can foster a genuine connection with millennials and are considered experts in their respective fields. When followers look up to the influencer, it doesn’t take much to convince them to like, share or even buy. Influencers are trend setters and can make the craziest of products appealing.