Influencer marketing is rapidly growing and most marketers are embracing it. However there are still many people out there who hold certain beliefs that we feel should be addressed. It’s time to separate the facts from the myths. Point worth noting that every myth like gossip and rumors spread as quickly as bushfires. So let’s extinguishing them one by one.
IT’S ALL ABOUT CONTENT ONLINE
This is one of the easiest one to believe. This is because the term “influencer” of late has been associated to those who exist on social media platforms. This is not true. Before social media came to existence, influencers still existed off line. Take an example of a famous Kenyan athlete appearing in a soap ad in the 80’s or Pele tying his Puma boots during the World Cup finals.
Even in the present situation word of mouth still exist as a form of influencing. Social media influencer communicate to their friends and relatives and persuade to use certain products. Certain individuals in the society are able to sway people to adopt certain brands or way of life without necessary being on social media platforms.
Brands on the other hand can organize smaller influencers in groups for product trials, give vouchers and spread the word.
THE BIGGER THE INFLUENCER THE BETTER
This is not necessarily true. Certain product categories require niche communities and strong expertise in a particular field (e.g., vegan food). Even for mass-market brands, the quest for reach must be counterbalanced by the pursuit of credibility and engagement.
Brands should focus on relevant matches that deliver creative and consistent content. This will better enable them to influence their audiences, rather than blindly opting for the influencer with the highest follower count.
INFLUENCER MARKETING IS EXPENSIVE
No. It will not cost you an arm and a leg to run an influencer campaign. In fact compared to traditional media, the ROI is higher since influencers talk directly to their followers. There’s a lot of media waste from other media as there is no guarantee that the audience will be reached.
The beauty is that you can work with any budget depending on the influencers preferred. This makes it attractive for small brands and startups.
IT’S DIFFICULT TO MEASURE ROI
We had covered in a previous blog on how to measure ROI. The truth is it’s very easy to track and calculate the return on capital invested.
Depending on the type of campaign, social channel and influencer, there are different tools available to measure short-term sales and long-term brand equity impact. Ask your agency to elaborate on the tools at their disposal for better understanding on what KPIs to look out for.
There are possibly more myths that exist around the subject and hopefully we will get to demystify those at a future date. We at Twiva strive to offer our clients the best in class service while at the same time collaborating with them in order to come up with the most memorable and effective campaigns.
Reach out to us for influencer marketing strategies, content development, campaign tracking and monitoring.