Influencer Marketing is one of the effective ways to promote products or services on the Internet, in addition to CPA networks and CPA marketing. It is based on a principle that the company uses opinion leaders as advertising tools. This method of promotion is constantly gaining momentum: people listen to bloggers, and it does work.
“Leader” can be represented by almost everyone. For the customer, important aspects are people’s attitude to a particular person, audience’s trust and several tens of thousands of subscribers. Target audience of each blogger is importance as well. This aspect should be taken into account when choosing a person who will become part of your advertising campaign.
“Influence” can mean not only a particular person, but also a brand or another company. If people trust them in any issues – you can start to work with them.
An important rule of influencer marketing is to make the advertising looks not like an advertising, that is to make it “native” using a popular personality. For example, users will trust their favorite blogger more than any 5 second advertisement on YouTube or TV.
There is a lot of ways for working with opinion leaders. Three main and most often applied forms of cooperation are:
In general, there are seven main goals that many companies pursue, when using opinion leaders to promote their brand:
This type of marketing will always be risky. For example, you can’t be guaranteed against negative feedback from any opinion leaders, their criticism or poor-quality content. Even the most famous brands once faced such a problem.
The second drawback is either a huge number of opinion leaders in one topic, or their complete absence in another. You are lucky, if your company works in the field, which features a lot of bloggers. Otherwise it will be extremely difficult to find the right person.