To get an idea of how Influencer Marketing is today, a study by SocialChorus has shown that influential marketing campaigns are able to generate 16 times more engagement than paid advertising in traditional media.
Thanks to advances in social media tools such as Facebook, Instagram, and Twitter, it is possible to measure the effectiveness, ROI, and reach of influential marketing campaigns by analyzing the data these social networks provide. With this more accurate information, making a decision about how much to spend will be more objective.
Online marketing expert Murray Newlands told Entrepreneurs, as a report from the Brasil Econômico website shows, “Influencer marketing is one of the most efficient ways to get better ROIs. Incidentally, it is much better than any other marketing plan. “
This is because, this type of marketing has the power to act, directly and indirectly, promoting the buzz. You may believe you were never influenced in this way, but you may be impacted by an acquaintance who was reached by an influencer. The Social Proof concept, known from digital marketing, follows the following line of reasoning:
You are passionate about photography and your friend has just bought a state of the art camera, which he is in love with and always recommends buying one of the same. Now you are already deciding to buy this same camera, after all, you trust your friend.
What you don’t know is that he got to know this camera through his favorite photographer’s Instagram posts, a post that was part of a series sponsored by the camera manufacturer. And there is the indirect power of influence marketing.
An article on Paldesk’s website on the influencer marketing ROI classified ROI as tangible and intangible.
The most traditional is tangible ROI, where you have concrete information and profitable results. Social media platforms provide data to businesses or follow up with their network traffic, and the details of their target audience’s actions. Much knowledge can also be gained by reading the comments in the stock photos, where people can talk about how they feel about the product advertised.
Intangible ROI is harder to predict. One of the strong reasons for influence marketing success is that it is done less artificially. The authenticity of the influencer, if the conversation is organized, and the trust he gives are great differentials. If the content that surrounds your brand is creative and quality, it creates a domino effect through the audience that engages in influencer posts.
Whether direct or indirect, measurable or immeasurable, influencer marketing already has proven efficiency in your ROI. If your business is still not investing in this new way to reach customers, you may be missing out on a great opportunity.