Join the Influencer Revolution or Have Your Business Get Left Behind
Date Posted: August 22, 2019 by Emily Nardo
Tapping into the Millennial and Gen Z demographics is a task daunting most businesses today, so this is exactly where influencers come into play.
The influencer marketing industry has been steadily growing since 2016 and won’t stop growing anytime soon. It’s time to take influencers and their $6.5 billion industry seriously, since they seem to be the only one reaching the coveted 18-29 age demographic.
Being an influencer is not as easy as it looks and Kevin Roose in his New York Times article, “Don’t Scoff at Influencers, They’re Taking Over the World,” summed up what it means to be an influencer perfectly:
“…Many social media influencers are essentially one-person start-ups, and the best ones can spot trends, experiment relentlessly with new formats and platforms, build an authentic connection with an audience, pay close attention to their channel analytics, and figure out how to distinguish themselves in a crowded media environment — all while churning out a constant stream of new content.”
Influencers are not born overnight and need to be given more credit for what they do. It’s a hard job gaining, let alone, maintaining followings of mass proportions. Influencers need to be taken more seriously because as their followings increase, so does their voice in guiding purchasing decisions. If we managed to trust bloggers, then trusting influencers to promote products and raise brand awareness should be an easy next step. Consumers are on board, so why aren’t more businesses? Adding an influencer campaign to any marketing strategy will prove extremely beneficial and here’s why:
Remember how everyone wants to tap into the Millennial and Gen Z demographics? Well almost 75% of influencers fall into the 18-34-year-old age range and accordingly, so does their followings. Influencers have already established trust and loyalty amongst their fan bases, allowing their followers to value their opinion over a traditional celebrity or media outlet. In an age, where consumers seek out customer reviews prior to buying the product or service, influencers have become vital by acting as the middle man between businesses and consumers.
Businesses gain instant credibility when using an influencer to promote themselves because the authority of that influencer creates the perception that the business must be an industry leader. This perception ultimately speeds up the time frame of establishing trust with consumers, especially when using an influencer that is already positioned within your businesses industry. Niche market segments suddenly become easier to access when influencers are involved.
At the end of the day, influencers are the driving force behind Millennials and Gen Z’s purchasing decisions because Millennials and Gen Z’s are constantly looking for advice and opinions on what to buy and where to buy it from. Influencers are trendsetters, so their followings idolize their opinions on different brands within their categories of expertise—which is the reason influencer marketing is so important. 85% of Gen Z uses social media to learn about new products, so this creates the perfect opportunity for businesses to partner with influencers to attract consumers from that demographic. Anytime an influencer mentions a brand, sales are boosted immensely and who doesn’t love a sales boost?
After all, social media isn’t going away anytime soon, so it’s essential in this modern-day marketplace to develop long-term relationship with influencers. Join the influencer revolution.