We can’t deny the growing power of social media and the great impact that influencers and bloggers have on people, be it food, fashion or anything in between. Influencer marketing has exploded over the last two years and marketers continue to look for the best ways to engage social media audiences.
A report has been released by Dubai-based PR agency BPG Cohn and Wolfe showed that 71% of UAE residents, between the ages of 18-40, are willing to engage with brands, but when it comes to decisions about what to buy, they turn to social media influencers for a fashion tip or a suggestion to spice up a dish. The research was carried by YouGov on behalf of BPG Cohn and Wolfe and saw 1,000 people surveyed.
The results have shown that influencers and bloggers should actually be taken seriously, and business owners and brands have to do a major change on their perspective on marketing strategies by finding creative and engaging ways to work with them as they can reach that vital 18-40 demographic.
Consumers are excited about influencer marketing. However, most people fall into the trap of thinking that all products that some influencers present are authentic or trustworthy, missing the part where they get paid to market for these brands. Yes, reach is definitely an important metric for any brand, but it is crucial to promote a product based on first hand experience, how passionate someone is about it, how trusted they are which often become much more valuable measurements of influence for the audience.
“If you have someone who doesn’t have these elements and they attempt to promote on behalf of the brand, it doesn’t come off as an authentic recommendation,” said by Inga Johnson, SVP of Marketing Experticity. The best way to do influencer marketing is to develop a long term relationships between influencers and brands and work to turn influencers into brand advocates. Influencers should work closer with the brand.
People seek out for credible recommendations about what to buy, and for that it is important that influencers have real experiences with the product or brand itself, have insider information on what’s coming up and chances to influence the product development, not just represent it.
WE SAID THIS: That doesn’t mean all influencers are untrustworthy or just doing it for the cash, but always make sure of who you are following and how reliable the brands they represent are.