Influencer marketing is a strategy that involves promoting a brand through an influencer or brand ambassador. Still tentative in Luxembourg as of 2019, this strategy saw a real boom during the Covid crisis. Given that the average Luxembourger spends 1 hour and 30 minutes per day on social media, it’s no surprise that companies are increasingly investing in digital to reach their target audiences. Here’s a look at four good reasons to use influencer marketing.
A powerful and fast-growing strategy
According to a recent study, the influencer marketing market is expected to reach $16.4 billion in 2022—20 times more than in 2015. The most powerful channels are YouTube, Instagram, and TikTok. It’s no wonder, then, that more than 75% of marketers plan to allocate a budget to influencer marketing, and 68% even plan to increase their investment in this type of strategy.
In addition, social commerce sales in 2022 were estimated at $958 billion. On a single day in October 2021, two of China’s top influencers, Li Jiaqi and Viya, sold $3 billion worth of goods—roughly three times Amazon’s average daily sales. By 2025, social commerce is expected to account for 17% of all e-commerce spending.
More targeted communication
In 2020, Gen Z influencers’ market share increased by 9%. This “Netflix generation,” which doesn’t listen to the radio and barely watches TV, is hard to reach through traditional media and ad campaigns. These 15 to 25-year-olds are in search of meaning and are primarily influenced by word-of-mouth and recommendations. That’s why a campaign led by an influencer will have far more impact than banner ads or sponsored posts, for example.
More personalised communication
Unlike mass media advertising, influencer marketing on social platforms creates a sense of closeness and connection with the audience—so much so that the influencer is often seen as a trusted friend. They tell real stories, share personal experiences. The key to effective influencer marketing is authenticity. It’s essential that there be true alignment and shared values between the influencer and the brand. It’s also crucial to choose the right platform based on your audience and product.
More ROI-driven communication
After an influencer campaign, it’s easy to measure how many sales were generated. With tracked links, you can count website visits and purchases. You can even go further by analysing your audience in detail and fine-tuning your strategy for even better results. Additionally, influencer marketing allows you not only to showcase your product but also to interact with your audience through games and contests—powerful tools for collecting data and growing your database.
As studies show, social media influencer marketing is on the rise. It doesn’t mark the end of traditional media, which still has its place. However, today, it’s unthinkable to launch an advertising campaign without incorporating social media—and, most importantly, content creators.