Over the last couple of years, we have seen the rise of influencer marketing so we felt it was about time we wrote about it. Let’s find out how influencer marketing works for a brand or a business.

Influencer marketing is when a brand partners up with individuals who have amassed a large number of followers in social media. The aim is to help promote their products and services. It has become a really effective way for brands to deliver their message to their ideal audience, promote their products and bring in revenue for their business.

Who Are Influencers?

Traditionally, an influencer is someone with a large base (from tens of thousands to millions) of highly engaged followers through one or more social media platforms.

People listen when they speak, tweet or blog. They can persuade their followers to purchase products and services that they endorse.

According to the Australian Bureau of Statistics, 71% of the approximately 24.3 million Australians are using social media. Consumers are increasingly relying on social media for everything, and they turn to these influencers for tips, advice and recommendations.

 

 

 

Social Media Influencer Landscape in Australia

Mega-influencers: Earn their living some other way (e.g. athlete, actor, artist, top model, celebrity), and monetise their influence as a secondary source of income. (For example Hugh Jackman and Michael Clarke)

Macro-influencers: Earn their living as an influencer (e.g. professional blogger, creator, or journalist). Some of the ones we keep an eye on include Brittney Lee Saunders, Celeste Barber, Lauren Curtis and Mrs Constance Hall to name a handful).

Micro-influencers: Consumers who have relevant influence and may not know it, or aspire to become a macro-influencer. (For example What Brooke Wore and Wholefood Simply)

Brand Advocates: Consumers who are passionate and willing to share, but have little influence.

Here Are Some Top Influencer Marketing Statistics:

  • 70% of teenage YouTube subscribers trust influencer opinions over traditional celebrities.
  • 86% of women turn to social networks before making a purchase.
  • 32% of influencers who currently work with brands cite Facebook as the best platform, followed by Instagram at 24%.
  • 71% of consumers are more likely to make a purchase based on a social media reference.
  • 86% of the most-viewed beauty videos on YouTube were made by influencers, compared to 14% by beauty brands, themselves.
  • 57% of beauty and fashion companies use influencers as part of their marketing strategies.
  • On average, businesses generate $6.50 for every $1 invested in influencer marketing.

Source: https://starngage.com/influencer-marketing-australia/

 

Why Use Influencer Marketing

1. Improved SEO ranking

When an influencer writes about your brand, they will link it to your website, and this can help increase your ranking in the search results.

2. Increased Brand Awareness

Not all social media users are in purchase mode. Sometimes, users just scroll through their feed, and when an influencer posts content about your product, this will come out and serves as a gateway for followers to click on it and know more about your brand.

3. Sales-Sales-Sales

The main reason that brands partner up with influencers is to increase their sales. Influencers have built a level of trust with their followers so when the right influencer recommends your products and services, magic can happen!

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