Influencer Marketing – does it work?
In today’s modern, digital world it seems only natural that social media influencers have grown both in following and power. But when it comes to brands using said influencers in their marketing – does it really work?
What is Influencer Marketing?
At its core, influencer marketing is the collaboration between a business and a content creator that has a dedicated online following. The influencer promotes the brand’s message through various social media platforms, such as Instagram or TikTok, creating authentic content for their audience. This partnership works because of the influencer’s perception as being a trustworthy expert within their niche community and the loyal following they have built over time.
Why is it important?
With the impact of Covid-19, it’s no surprise that the popularity of social media channels has significantly risen. As consumers continue to spread across these various platforms, it is becoming increasingly difficult for brands to reach them. Influencer marketing is a great way to address this. It allows brands to communicate directly with their target audience through someone who they trust and engage with regularly.
According to Wine Intelligence, the global number of online wine purchases were accelerated by the pandemic. Around 40% of regular wine drinkers in the US and 29% in the UK trust social media for wine information and recommendations. This level of trust is higher when presented by a wine influencer or expert.
Does it work?
In short, yes. One small example of the power of Influencer Marketing was demonstrated when the well-known Chinese beauty influencer, Li Jiaqi, sold 20,000 six-bottle cases of wine within 30 seconds.
The endorsements and recommendations of an influencer can significantly increase brand awareness and help to convert followers into potential customers. This phenomenon is known as social proof.
“Social proof works by tapping into the basic human instinct to follow the actions of others, building trust and credibility, and lowering barriers to making purchases online.” – Optimizely
This is what makes this marketing approach such a powerful tool to convert consumers into customers.
Interested in learning more about Influencer Marketing? Or want to speak to our team about running a campaign? Contact us at team@firstpour.co.uk