Influencer marketing is a relatively new phenomenon but it’s a big one. And it’s getting even bigger. Over the last 12 months, Google searches for the term “influencer marketing” have gone up by 325% and the market size for Instagram influencer marketing has more than doubled, from $700 million in 2016 to $1.7 billion in 2018. As social media seeps into every aspect of our lives, social media influencers are becoming correspondingly more valuable. And it makes sense. Influencers are generally perceived as being more trustworthy and genuine than traditional advertising for a few reasons. First, we see them as experts in their respective areas of interest. Good influencers also tend to endorse products that they actually use and believe in, which makes their endorsement appear more authentic. Most importantly though, good influencers have built genuine connections and relationships with their audience which goes a long way towards establishing credibility and trust.
Nowadays, (good) influencers are worth their weight in gold. As PR and marketing agencies realize the potential in this medium, they are increasingly tapping into this goldmine. It’s important to note, however, that not all influencers are created equal. In order for influencer marketing to be truly successful, agencies and organizations need to ensure that the particular influencer is a good fit for the brand and vice versa. Consider things like their style, theme, audience demographics, number and type of followers, etc. Also keep in mind that some influencers may be using bots to boost their numbers, which is a no-no. Influencer marketing is all about reaching an audience organically so such tactics take away from the authentic nature of the medium.
At Dooley, we frequently collaborate with local influencers as a means of increasing awareness and promoting clients’ brands. Having been a part of the Winnipeg PR and communications landscape for over a decade, our team has nurtured and fostered relationships with major influencers and social media personalities who are genuinely passionate about what they do and do it really well. We recently joined forces with a local photographer and Instagram influencer, Reid Valmestad, who took a Ford EcoSport on a road trip across Newfoundland and captured some amazing sights on the way. This is what he put together:
Now THAT is influencer marketing done right.