{"id":29005,"date":"2023-01-10T15:33:08","date_gmt":"2023-01-10T15:33:08","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/10\/the-role-of-influencers-in-consumer-purchasing-decisions\/"},"modified":"2023-01-10T15:33:08","modified_gmt":"2023-01-10T15:33:08","slug":"the-role-of-influencers-in-consumer-purchasing-decisions","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/10\/the-role-of-influencers-in-consumer-purchasing-decisions\/","title":{"rendered":"The Role of Influencers in Consumer Purchasing Decisions"},"content":{"rendered":"

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Influencer marketing<\/a> is a hugely popular marketing trend, with 93% of marketers stating they have used it in their marketing strategy. <\/p>\n

So why is it so popular? The reason is simple. <\/p>\n

Influencer marketing has a substantial influence on consumer purchasing decisions. And in this article, we\u2019ll explore the role influencers play when marketing your business. <\/p>\n

What is influencer marketing?<\/h2>\n

Influencer marketing is a relatively new digital marketing strategy that involves using celebrities or influencers to promote a brand or product through social media<\/a>. Whether it\u2019s an endorsement or just a brand mention, influencer marketing is an extremely powerful tool.<\/p>\n

While many may think influencer marketing and celebrity endorsement are the same things, influencer marketing extends further into more niche areas through micro-influencers<\/a>. Micro-influencers are those with a small following, typically less than 50,000 followers.<\/p>\n

An influencer can be anyone with a large following on social media and may not necessarily be a celebrity. These influencers have usually built and developed trust with their following, which is what makes influencer marketing so successful compared to traditional brand messages<\/a>.<\/p>\n

The important thing to remember though is that influencers are experts in their field. Influencer marketing works by social proof<\/a>, where people will alter their behaviour to copy the actions of others, typically to be liked or accepted. It\u2019s similar to the idea behind the fear of missing out.<\/p>\n

Many marketers are jumping on the influencer marketing bandwagon, mostly for raising brand awareness. Influencer marketing can also be used to reach new audiences, increase sales, strengthen brand advocacy, and improve lead generation.<\/p>\n

Influencer marketing channels<\/h2>\n

Instagram is considered the most effective and popular channel for influencer marketing, especially among millennials and gen Z, thanks to its highly visual-based nature. <\/p>\n

Instagram Reels are another reason why Instagram is such a popular channel for influencers, making it easy to share short-form videos (short-form videos are one of the most effective content types on social<\/a>). Takeovers are another growing trend, where an influencer will temporarily take control of a brand page. Here\u2019s an example from ASOS Face and Body Instagram:<\/p>\n

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Other channels that have become popular among influencers are YouTube and TikTok. Video content is one of the top content marketing formats, with 88% of marketers stating<\/a> it provides them with a more positive ROI than other channels.<\/p>\n

Unboxing and tutorials are popular videos from influencers to demonstrate a product. Brands will send free products or tasters to an influencer in return for a review or unboxing to their followers. Here\u2019s an example of an unboxing from an influencer on YouTube:<\/p>\n

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Given how effective influencer marketing is, it\u2019s no surprise that 17% of companies will spend more than half of their marketing budget on this tactic. <\/p>\n

Other popular influencer marketing channels include:<\/p>\n

The popularity of Snapchat for influencers has declined in recent years due to the lack of features and other platforms, such as Instagram, offering similar methods for sharing content.<\/p>\n

The channel that will work most effectively depends on your target audience, which you can identify by creating your buyer personas<\/a>.<\/p>\n

The role of influencer marketing in inbound marketing<\/h2>\n

In today\u2019s marketing world, consumers don\u2019t like to be interrupted by disruptive marketing messages. While forcing messages upon audiences may have previously worked, nowadays it\u2019s very rarely effective at attracting customers to your brand.<\/p>\n

That\u2019s why it\u2019s become important to deliver your messages in a way that adds value and helps solve your potential customer\u2019s pain points. That\u2019s where inbound marketing<\/a> comes in. Inbound marketing is a way to assist your potential customers and guide them along the buyer\u2019s journey (all while providing a positive experience).<\/p>\n

If you don\u2019t know about inbound marketing, it works in 3 stages:<\/p>\n

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