“Influencer marketing” has recently been increasing as a marketing method for companies considering new methods of advertising and attracting customers . In recent years, the number of people who use SNS to gain fans is increasing, and people who have many fans are called "influencers."
Today, more and more companies are using influencers who have many such fans and who have a strong influence to advertise their products and services.
In this article, we will explain the benefits of implementing influencer marketing from the overview and the points to succeed. Please use it as a hint to expand your marketing options.
What is Influencer marketing?
Influencer marketing is a method of influencing the purchase intentions of a large number of consumers by having people called influencers send out product information. “Influencer” is a general term for users who transmit information on SNS and influence the emotions and behavior of other users. Nowadays, not only celebrities and celebrities, but also people who were originally general users have strong communication power and often become influencers.
Influencer marketing is attracting attention because it is possible to spread awareness of products by utilizing such a strong influence, and it is also possible to make a message that is easy for viewing users to empathize with, incorporating a consumer's point of view. I'm here.
5 Benefits of Influencer Marketing
Influencer marketing is attracting attention, but what are the benefits of implementing it in PR and dissemination? Here we will discuss the benefits of doing so.
1. Various marketing measures can be implemented
Influencer marketing can be implemented not only for influencers to transmit information on products and services, but also for various other marketing measures. For example, it is possible to have an event or shop visit and report on the spot, or use live distribution to transmit information in real time. In addition, it is possible to collaborate to plan and create products, and supervising products using influence may create a big topic. In this way, it is possible to implement various marketing measures, so it is possible to take measures that match the form of your business.
2. High ability to spread information
Influencer marketing is characterized by its high ability to spread information above all else. Influencers who have a strong influence write reviews on SNS, and users affected by the posts take actions such as purchasing. Then, when the user who took the action writes a word of mouth or experience, another user who sees the post will take action such as purchasing. In this way, the share of followers spreads widely, creating a chain of word-of-mouth and spreading recognition to many people. In addition to the direct influence of influencers, the influence spreads to other users from there, so it can be said that the spread of information is high.
3. Easy to trust information
Word of mouth is carried out by the words of one “person” called an influencer, and it is a method of spreading the word of mouth, so it is easier for people to trust the information. Nowadays, more and more people do not trust corporate commercials and web advertisements because they are just advertisements. Information that feels too much like an advertisement is hard to accept and is almost always ignored. However, using influencer marketing makes it easier for people to trust you because it is a word of mouth written by a real person. Also, if the information is sent by someone you support, you will be more likely to trust and accept the information, saying, "If this person says the information, it's safe." It is easier for influencers to reach consumers' hearts than for companies to send out.
4. Easy to understand product image
Influencers are requested to actually use the product, and send their honest reviews and honest impressions on their SNS. From the point of view of the user who has obtained the information, it becomes easier to understand the image of the product because it is possible to hear the impression of actually using it. Therefore, you will be able to increase your willingness to buy.
5. Easy to measure effect
Since we use transmissions on the Internet such as SNS, it is easy to collect data and measure the effect. You can acquire multiple data, such as how much is shared on SNS, how much traffic is generated on your website, and how many users who have flown into your website are connected to purchases. I can.
Tips for Influencer marketing
There are also a few things to keep in mind when using influencer marketing. Use influencer marketing with caution.
There are cases where it is difficult to control the content of transmissions
Influencer marketing is based on transmitting what the influencer himself felt in his own words, so there are cases where it is difficult to control the content of the transmission. It is difficult for the requesting side to completely control, but if the direction is not adjusted and the rules are not set, there is a risk that the content of the transmission will be unintended by the requesting side.
Risk of being misunderstood as stealth marketing
Influencer marketing carries the risk of being misunderstood as stealth marketing (stemma).
Stealth marketing refers to marketing activities that are carried out in such a way that consumers do not know that they are advertisements even though they are advertisements that the company has properly paid for. It is characterized by the fact that it does not look like an advertisement at first glance because it advertises products and services by word of mouth, mixed in with the daily messages of influencers.
As a result, users may misunderstand it as stealth marketing. Even if you don't intend to stealth marketing from the requesting side, you may be misunderstood as stealth marketing due to a slight misunderstanding, so be careful.
Risk of fire
Also, be aware that there is a risk of fire due to influencer posts. If an influencer with low IT literacy posts a post that lacks morals or consideration, it may go up in flames on SNS. If your company's products and services were featured at the time of posting, it is quite possible that the impact will extend to the products and companies. Influencers have a high degree of influence, and by using that influence, they can expect a large increase in recognition, but it can be said that there is a big caveat that there is a negative risk such as flames.
3 tips for successful influencer marketing
We have already explained the benefits and points to note about influencer marketing, but from here we will explain the points to make it successful. I mentioned the points to be aware of earlier, but if you keep the points I will tell you from now on, you will be able to achieve maximum results.
1. Clarify the purpose of influencer marketing
Influencer marketing should be clear about the purpose of implementing the measure. By clarifying the purpose, it will be possible to judge whether the marketing is suitable for the purpose and whether it is okay to continue to implement the measure in the future when and after the measure is implemented. will be Even if you implement influencer marketing without any specific purpose, it will just be a measure of “implementation”, and there is a risk that the result will not be very effective. Make sure you have a clear purpose for your influencer marketing.
2. Carefully select influencers
If the purpose of implementation is clarified, influencers also need to ask people who can be expected to have an effect that matches the purpose. Just having a large number of followers does not necessarily lead to effective marketing. Select influencers who have a high affinity with your company's products and services, and influencers who are likely to have many of your company's target demographics. Past posts and comments on posts are also important checkpoints. Check if the target audience in the comment section is responding well and select influencers.
3. Clarify the rules and work with influencers
In order for influencers to do effective PR, it is also important for the requester to respond. Instead of leaving everything to the influencer once you make a request, set detailed rules such as schedule management and the direction of PR posts. There is also the risk of being misunderstood as stealth marketing and the risk of flames, so it would be a good idea to check the drafts of your posts.
However, if there are too many requests and opinions from the requesting side, there is a risk that the influencer will not be able to demonstrate its appeal, so it is important to listen to the influencer's requests as well. We recommend that you work closely with the influencer in order to strike a good balance between what you leave to the influencer and what the client wants you to protect.
Summary
I have explained the basics of influencer marketing, its benefits, and how to make it successful. Influencer marketing is attracting attention as an excellent marketing method that changes the concept of conventional advertising. Just getting influencers to carry out PR is not easy to achieve marketing effects. By formulating the direction and measures for posting and using data to repeatedly improve and improve, you will be able to obtain great results. The market for influencer marketing is expected to expand further in the future, so why not take this opportunity to consider using influencer marketing?