Why does influencer marketing work?

INFLUENCER MARKETING.

Influencer marketing is getting hotter by the minute. In a world where content production is in overdrive, it’s becoming increasingly difficult for brands to cut through the noise and stand out of the crowd. That’s why turning people into brand ambassadors who can influence consumer decisions is a good idea for today’s brands. According to the Matrix Survey by the Belgian Association of Marketing (BAM), 40% of the advertisers in Belgium worked with influencers in 2018, and this year it’s increasing even more. The annual influencer marketing survey by Mediakix shows that 80% of marketers find influencer marketing effective, 89% say ROI from influencer marketing is comparable to or better than other marketing channels and 71% of marketers say the quality of customers and traffic from influencer marketing is better than other channels.

 So hallelujah: it took a while, but brands are becoming more and more convinced of the benefits of influencer marketing. Yes, influencer marketing is effective. But I’m sure you wanna know why?

 

Four reasons why influencer marketing works – and why you should be doing it

1. Personalisation

It’s tailored to consumers’ personal needs and interests. When I open my Instagram and you open yours, it’s bound to look completely different. Because we only follow who we want to follow. Everything is personalised, you only see what you want to see and what interests you.

2. Intimate

Although consumers don’t know all the influencers they are following personally, after a while they feel like they developed a personal bond. They identify themselves with these influencers. And since nothing influences people more than a recommendation from a trusted friend, it’s these influencers they turn to for advice on eg what car to buy or what brands to shop. 

3. Quality pictures

Pictures taken by influencers are considered of a better quality than the ones made by brands. They are more personal, less commercial, most of the time more creative and of course just the way you like them: otherwise you wouldn’t be following that specific influencer. 

4. Authentic

But the biggest reason why it really works, is because it’s authentic. Post by influencers are commercial messages that look genuine and real. The pictures have the personal touch of the influencer, staying close to his or her own style. So don’t ever ask an influencer to just post a picture that is too commercial: it won’t work. Authenticity is key. Always.  

 

So what should you really remember from all the above? For an influencer marketing campaign to be successful, the key ingredient is authenticity. Take this factor out of the equation and it ceases to be influencer marketing.

 

Examples of campaigns:

Case: KOTK // INSTAVERLIEFD

Case: AXE // LEATHER & COOKIES

 

Kathy Van Looy

Director Influencer Relations