It’s hard to scroll through any social media platform without seeing your favorite blogger or celebrity promoting a product with the hashtag #ad or #sponsored located in the caption. For companies, there are a number of benefits to having influencers involved in marketing campaigns. According to AdWeek, “The market—estimated to be worth $2 billion in 2017 and set to reach $10 billion by 2020—will continue to see more growth in the industry and become an efficient marketplace.” By involving influencers in media campaigns, you are able to attract their followers to your product and hopefully create new consumers who previously may have been unaware of the product they are promoting. Influencer Marketing is a growing trend that shows no signs of slowing down.
An article published by Forbes stated, “With 30% of consumers likely to buy a product recommended by a non-celebrity blogger, according to a study by Collective Bias, investing in influencer marketing just makes sense. It can be the push in taking you to a new level of awareness with your customers.” Many consumers trust people they follow on social media and will take their advice when it comes to purchasing certain products.
With this in mind, it’s easy to see why so many companies have been looping in influencers and celebrities to their campaigns across their social media platforms. However, choosing the right influencer for your campaign is an important step to ensure you are attracting the right audience. Choosing a beauty blogger to help promote a cookware appliance may not bring in the clientele that is more likely to buy your product. Additionally, choosing celebrities who are prone to scandal or have the wrong voice for your campaign can end up backfiring and become a viral mistake. Throughout the past few years we have seen a number of examples where celebrity marketing has ended up as a failure on all accounts for the company.
According a recent study of 14,000 US adults, consumers are more likely to trust bloggers/influencers promoting a product rather than a celebrity. Collective Bias proved that non-celebrity bloggers are ten times more likely to influence an in-store purchase than celebrities. These surveys go to show that many consumers are heavily influenced by their favorite blogger/influencer instead of their favorite celebrity on social media platforms. Since bloggers spend the majority of their time reviewing products and making a living off their online content, it’s not surprising we are more willing to take their advice than a celebrity who has been paid to endorse a product.
Typically, the positives outweigh the negatives when it comes to influencer marketing. From weight loss teas to music festivals, influencers are used to promote a wide range of products. The hashtag #ad on Instagram pulls up a whopping 7.8 million posts throughout the platform. The ROI (return on investment) for using an influencer in your campaign can be quite beneficial if they are willing to promote the product on their own personal page. According to a recent survey, for every $1.29 companies spent on beauty influencers, they were able to generate $11.38 in revenue. Depending on the popularity of the influencer chosen and the size of their following, this could greatly benefit any company looking to expand their brand.
Whether it’s a popular blogger or celebrity, it’s clear that influencer marketing is here to stay. With the popularity of these ads increasing we should expect to see plenty of #ad and #spon posts throughout our social media platforms for the next few years.