Top Five Reasons You Should Use Influencer Marketing

23rd October 2015

In those ancient analogue days, there was the mainstream press. As technology got cheaper more niches became catered for, but it was still a relatively top-down model.

The internet has reversed this paradigm and now the model of distribution has been blown wide open, anyone can publish. This rich vein of content has attracted readers, and increasingly viewers, online. But, it’s not just about personal views, a number of businesses use this space to increase their online presence and brand awareness, both through their own promotions and by working with online influencers. Here is why your company should embrace influencer marketing.


1.) Popularity of Video and Social Media Influencers

The internet is shifting. People view less on their laptops and desktop PC’s and more on personal mobile devices and large screens. This has created a phenomenon of the always-available consumer eyeball, which is able to share the experience without waiving a tiny screen around a large room. This is in effect creating watercooler moments in virtual communities, which can also be enjoyed in a traditional media consumption environment.

Given this viral spread, it’s not surprising to see vloggers like PewDiePie hitting 39 million subscribers and 10 billion cumulative views, figures that any media group would be extremely proud of. He is not alone in seeing this level of traffic. Zoe Sugg, better known as Zoella has 9 million subscribers to her channel and 525 million video views.

The celebrity of these two vloggers has had a major effect in their genres. PewDiePie has seen a major increase in the number of people purchasing a number of low budget independently released games he has featured, whilst Zoella’s star power has seen her launch a branded line of cosmetics for UK retailer Superdrug.


2.) Trust Has Not Yet Been Tainted and The Ad is Skip Proof

People often do not trust the claims made in mainstream advertising. Even in countries like the UK, where the claims that can be made are highly policed, ads are not a primary source of information. Data from Crowdtap recently suggested that 84% of millennials do not trust the top down information that is pushed from advertising agencies. The growth of social media reviews and user-generated content, such as TripAdvisor is proof of this distrust of the marketing message.

However, viewers actually seek out content from bloggers that includes such things as style hauls, which are effectively online video product placement. Whilst as far back at 2010, The Guardian newspaper was reporting that 86% of people skipped the ads in TV programmes they had recorded, here is a group of viewers actively seeking paid programming.

It’s not just a small-scale phenomena. For instance, a paid YouTube video featuring fashion blogger Gabriella talking about her recent Primark haul had been viewed by more than 250,000 viewers in little over a week. By way of comparison, 630,000 viewers recently watched an episode of Home and Away on the UK national TV network Channel 5.


3.) Amplification of Advertising Messages

Using people who have developed a following to echo and amplify the campaigns that you have created in other areas of the media, is a great strategy influencer marketing strategy. People tuning in to hear about the exploits of the YouTube star will have their awareness of the product enhanced by other media.

If they visit the retailer site, simply dropping a cookie from a retargeting network will allow the marketer to follow their potential client around the web, making it look as though there is far more activity ongoing due to the level of targeting.

Image describing Youtube UK Demographics

YouTube UK Demographics


4.) Reach Demographics Outside of the Mainstream

TV audiences are declining. Outside of special events, the audience has dropped sharply for individual programmes. In the 1990’s episodes of the soaps used to attract a viewership of over 20 million viewers. Today, the biggest show of the year, the final of the Great British Bake Off is getting around 15 million viewers.

It’s not just down to more choice fragmenting the available audience to other channels. The BARB rating agency has shown that the total average hours of TV viewing have declined from 4.03 in 2010 to 3.68 in 2014. The rate of attrition is even higher amongst 18 to 44 years old, the exact audience that is attracted to the people who are the most influential bloggers and vloggers or who have high social media followings.

The low cost of the medium means that it is also cost-effective to reach segmented audience groups with videos that would not otherwise feature in the mainstream television market. Whether you are seeking engagement from vintage clothing enthusiasts or even communication radio receivers, the range of videos available gives an opportunity to reach out to diverse segments.


5.) Influencer Marketing is Social

The best reason for using influencer marketing is that it has a social media component baked right in. Platforms such as Twitter and Facebook are in many cases the mechanism used to alert loyal readers to new posts. Sure, email blasts are once again becoming important following the migration of the system to mobiles, but social media is the main channel. It is also great for both for generating traffic and for creating a buzz around your brand. A high profile collaboration can work both ways, backed with advertising campaigns on Facebook and Twitter, you can leverage the post or video from the influencer to create additional views of your promotional message.