If you haven't been paying attention to influencer marketing, now is the time to start. This marketing strategy focuses on specific "influencers" who are able to connect with large audiences or reach deep levels of engagement that your brand can't get on its own. Tapping into the power of influencers can make an enormous difference for any company – and we've got the statistics to prove it. Here's why your B2B needs "influencer marketing" and why you should quickly adopt these words to be part of your vocabulary:
Influencer Marketing is Going to Be More Important Than Ever…
Influencer marketing is a growing trend, and it's only going to get bigger. A May 2015 study sponsored by Augure showed that 84% of marketing and communications professionals around the world were planning to launch at least one influencer campaign in the coming year – probably because 81% of those same professionals said that past influencer campaigns had been effective or very effective. If you start noticing influencer marketing becoming a more common topic of conversation, this is why. Many more brands are embracing it as one of the most efficient methods for social engagement.
…Because It Works Really, Really Well
We've already pointed out a few stats on how effective influencer marketing can be, but there's a lot more to draw from this well, because this strategy works. Social influencers have been shown to create 6 times more traffic and twice the number of conversions for brand content compared to more traditional efforts. That Augure study we linked to above also showed that around 75% of professionals consider influencer engagement effective when it comes to both generating new leads and winning customer loyalty. Numbers like this show why influencer marketing efforts are growing at such a speedy rate.
Buyers Trust Their Peers
A Nielsen study from the early 2010s gives an important clue why influencer has such an impact: 92 percent of consumers around the world said that they trusted earned media – recommendations from friends or well-known figures – more than anything else. That's more than emails, ads, video messages, blogs, and even search engine results. In other words, influence sells. If you are curious, about half of those surveyed trusted email, and around a third trusted online video advertisements. Nearly 60%, the most after influencer recommendations, trusted messages and testimonials from a company website. There are some stats for you think about when the time comes for your next campaign!
Influencer Content Appears to Have Great ROI
If ROI is one of your big buzzwords and budget-deciders, we have even more exciting stats for you! This sizable infographic on Upfluence lets you know that for every $1 of paid media, earned media (influencer recommendations, etc.) generates $6.85 in value. We told you it was efficient! Reports also indicate that influencer content has around 4 times the ROI from traditional advertisements. If you are worried about spending money in this area, the available data should put your fears to rest.
More Traditional Forms of Marketing are Shifting
If, even after all our compelling statistics, you are still "ho-hum" over influencer marketing, we have one more trend for you to think about: Interest in older forms of advertisement is fading while influencers are gaining power. Studies show that TV viewership has continued to drop (17% in a single quarter of 2015, for example), while online ad blocking is growing incredibly popular (144 million users in 2014 with a high growth rate). But nothing is stopping influencers, particularly video influencers and online experts that continue to reach growing audiences. Don't think this is all consumer-facing, either – the influencer effect works just as well for business analysts and industry experts with their own YouTube channels and blogs.