By Donna St. Jean Conti
“Every human brain is both a broadcasting and receiving station for the vibration of thought.” — Napoleon Hill
There is no denying it, we are seeing enormous growth in influencer marketing. Celebrities, experts, media personalities and many others now produce content on a variety of social media platforms with varying success. A fortunate minority are part of sponsorship programs, which allow them to pursue influencing full time, as they generate income via advertising or subscriber services, such as Patreon. For marketers interested in increasing reach and raising awareness, these individuals provide yet another channel of opportunity.
The Old is New Again in Marketing.
Influencer marketing is often – and arguably very successfully – deployed via social media, though it has been used on other marketing channels since even before social media existed. (Think television commercials with celebrity spokespersons.) Among the most popular social media platforms used for this is Instagram with its featured-page capability that can potentially allow influencers to pursue this type of marketing as a full-time career as explained in the article, “What is Influencer Marketing: How to Develop Your Strategy,” by sproutsocial.
For marketers, these influencers present a potentially lucrative opportunity as mediakix points out in its article, “Influencer Marketing Effectiveness: Key Survey Finds, Facts & Figures.” In the article, mediakix, shares the results of a 2019 survey targeting the influencer marketing industry that states, “89% of marketers say influencer marketing ROI is as good or better than other marketing channels.” With such high confidence in this type of marketing, we can only expect its use to continue to grow throughout 2021.
The use of platforms such as Instagram has grown exponentially in the last few years, and it appears that this growth will continue, as this article, “5 Influencer Marketing Predictions for 2021,” from Public Relations Today points out. It states that a recent platform update “offers advertisers new opportunities to partner with influencers and utilize their content.”
However, the article also mentions that, with the increasing demand for influencers to take stands on social issues, there is an increased emphasis on who they work with and vice versa. As is the case with all spokesperson selections, aligning with an influencer requires the right personality. The person should have integrity and the authority to speak on the topics important to your company, and their messaging should echo your value proposition. Research should be done before aligning with influencers in order to choose wisely and best avoid issues later.
Ask for Help. Consider Using Influencer Marketing Software.
With the exponential growth of influencer marketing, it is logical to assume that the trend for marketers to add influencer programs will continue throughout 2021. Platforms such as Instagram and TikTok are only going to grow as time goes on, making it important for marketers to at least consider such programs. If you are at a loss for where to start, speak with a marketing communication or public relations agency that has the applicable experience. If you want to go it alone, start by reading the article, “Top Influencer Marketing Platforms to Boost your Campaigns (2021),” by Influencer Marketing Hub, which provides a list of influencer marketing software solutions to help you plan and manage your program.
Donna St. Jean Conti is president of St. Conti Communications, an award-winning, full-service, marketing communications agency specializing in public relations, social media, and writing support. For more information about our agency and how we can help you promote your products or services, contact Donna St. Jean Conti, APR, at dconti(at)stconticommunications.com.