1. Influencers have their own ready-made following
Successful influencers have built up their own loyal fan base that they’ve built and nurtured over time. They usually chat to their followers a lot and they’ve shaped their content with their audience in mind, so they know what does and doesn’t work.
Remember, it’s quality not quantity. You don’t have to get a big-gun in like Zoella – work with a micro-influencer who has a strong, core audience with a proven track-record of high influence.
2. They’re a walking, talking endorsement
Brands struggle sometimes because they’re just that, a brand. An influencer puts a face to a product and more importantly, a personality too. Adding the weight of an influencer’s opinion into a marketable testimonial/review gives your products some much-needed kudos.
3. The new word-of-mouth
Word-of-mouth is a powerful force in consumer decision-making and it’s estimated that 20 – 50% of all decisions are influenced by it. Influencers are increasingly seen as equally trust-worthy as a friend or acquaintance who might recommend a product/service. This is because of the quality relationships they’ve built up with their followers.
4. Reaching different groups
When brands try to target specific demographics they can sometimes get it really wrong, or cheesy and treat groups like one big homogenous blob that all think the same and enjoy the same things, like ‘mums’ for example.
Influencers who are part of certain demographics or have a strong follower base in that area will have a lot of insight into the different viewpoints and issues that affect specific niches – mainly because they talk and engage with them and have an ear to the ground.
So, influencers can help you to run campaigns that are inclusive, interesting and crucially – not patronising. They can help you access and engage with niches that are tricky to access.