The world of marketing is always changing. Brands are always racing to find the next, best and most effective way to reach and convert consumers. And it’s probably safe to say that the last decade has brought more changes to marketing than the previous 50 years.
One of those changes is influencer marketing, which is the practice of getting internet personalities with established audiences to endorse your product or service. Influencer marketing is big business, and according to experts, it gets results. Whether you’re marketing a snack brand or an auto styling franchise, it’s important to know whether this strategy is right for you. Here’s what you need to know.
Why it Works
According to HubSpot, 49% of consumers rely on influencer recommendations for their buying decisions, and 60% say their in-store purchasing has been swayed by an influencer. But why?
Influencer marketing is not a new concept. In previous years, celebrities endorsed products. But those endorsements were always presented as advertisements. Over time, consumers have become savvy to direct advertising, maybe even skeptical.
Influencer marketing splits the difference between direct advertising and recommendations from family and friends. Because consumers are following influencers on social media, their recommendations feel more reliable and trustworthy than direct advertising.
Should You Use It?
When approached correctly, influencer marketing can be beneficial for your brand. But be sure you’re partnering with influencers whose audience matches your target audience, whose ideals align with yours, and whose compensation expectations fit your budget.
Remember, this person will be representing your brand, and anything else they post, whether it’s personal news or political opinions, will reflect on you. So, choose carefully. If you’re uncomfortable with this reality, consider using a brand ambassador instead of influencers, as the relationship is more formal and controlled.
At Tint World®, we’re always looking at new, innovative marketing methods, to benefit our franchise locations owners. Keeping up to date with the latest strategies gives them the boost they need to grow and succeed. If you’re interested in joining a forward-thinking franchise, we would love to talk with you. Just download our franchise kit to find out more.