Influencer Marketing: What is it and the way forward

With over a billion people spending hours on social media platforms, it is only logical for marketers to look for ways to engage with their customers online. While traditional mass media has shown a declining trend in its effectiveness for promoting brand messages, the way forward for brands today is to find ways to generate buzz and engage in meaningful conversations with their customers on social media.

But how do brands go about doing it? 

Brands today are using a new approach called Influencer Marketing. 

Just what is Influencer Marketing?

Influencer Marketing as a practice has evolved in the past few years. Usually defined as being 'a form of marketing in which focus is placed on specific key individuals (or types of individual) rather than the target market as a whole. It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers'.

What does this mean in practice? It means a brand logs on to social media channels, looking for people that have a large following. These people are content generators. The brand looks to collaborate with them, making them use the products and services the brand sells. This testimonial type of brand promotion is taken a step further with Influencer Marketing. The content creation rests in the hands of the influencers, with the brand giving out the guidelines that they must follow.

Measuring ROIs – The Key Metrics

How do brands calculate their Return on Investment? Influencer Marketing looks to the various metrics that govern the social media sphere.

Which metrics to really choose? This will depend on the brand’s marketing objective. Is the brand trying to increase sales of a particular product or service? Does it want to increase signups to its email list? Is the brand trying to sell subscriptions? Is the brand actively trying to establish partner relationships? Does the brand simply wish to be more visible?

These are all valid reasons for influencer marketing. However, the ROI for each of these campaigns will be different. In some cases, the brand will want a return expressed in traditional monetary terms. In others, it may be expressed in followers, signups, subscriptions, audience reach, or numerous other ways.

The Way Forward

Where to start? If a brand is confused and is seeking the right experts to hold their hand and guide them through the journey, then they couldn’t be at a better place. Look Who’s Talking, has revolutionized the way for making successful influencer marketing campaigns.

With a robust mechanism to deliver the brand’s wishes - from finding the right influencers to customizing the ROI metrics – LWT offers it all. If a brand is looking to engage with influencers from a particular city, LWT can make it happen. If a brand is looking for influencers from a particular genre, LWT can direct them easily. Now finding the right influencers is nothing more than a series of clicks for any brand.
Want to try Influencer Marketing? Sign Up as a Brand!

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