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Why Influencer Marketing Works

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Influencer Marketing is a hot topic of conversation amongst marketers – old school, and new. Does it work? Why does it matter? Isn’t there an influx of sponsored content on the internet? Those who have seen the ROI and results of successful Influencer Marketing campaigns are firm believers, whereas others believe Influencer Marketing is simply a fluke.

No matter what side you’re on, it’s hard to ignore the facts:

  • As of 2018, BrandWatch reported over 3 billion active social media users
  • YouTube reaches more 18-34 and 18-49 year-olds than any cable network in the US
  • TV ad spend has seen a decline, but digital ad spend grew to $107b in 2018

So what does that tell us:
Potential customers are on social media. People aren’t watching as much TV, but are definitely using social – and brands are aware of this. Influencer Marketing is growing not only in momentum, but in investment dollars YoY.

This brings us to the point of this post: Why does Influencer Marketing work? It’s a simple two-part approach, which boils down to the idea of trusted persuasion.

Trusted Sources: An Influencer is a digital social media personality, who a user chooses to follow. And in the simplest of terms, users feel a genuine connection to the Influencers they follow. Whether they identify, admire, or simply respect an Influencer – there is a reason they find an authentic connection and eventually built trust towards an Influencer. For brands, Influencers can be considered independent publishers, whose channels can be leveraged for brand marketing and visibility.

Recommendations & Referrals: Trust is more than half the battle. 84% of millennials don’t buy the concept or messages behind traditional advertising – which makes Influencer Marketing the best option to get through to this consumer base. Users have a genuine interest, a spark of sorts, about what their favorite Influencer is wearing or eating, or what their favorite sunscreen is. The reason this works is because Influencers are relatable, and their recommendations and referrals matter to their audiences. When an Influencer partners and promotes a brand that fits authentically within their lifestyle – you have Influencer ROI gold.

Influencer Marketing, like all forms of advertising, require precise planning and a well-thought out strategy. Captiv8 enjoys helping brands reach their goals – so let’s partner and create something awesome!

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