Module 2: Amplifying Authentic Engagement Through Storytelling and Influence Marketing Unit 2: Micro-Influencer Outreach
campaigns that take a while to materialize. Many ad campaigns require numerous split test trials of targeted audiences, messaging, channels, and ad formats. Moreover, audiences will often gloss over any content that appears to be a promotion.
New Audience Familiarity
Influencers create content that resonates with their specific niche audience or targeted demographic (fashion, beauty, fitness, gaming, lifestyle, travel, etc.). Brands can partner with these influencers whose audience aligns with their own target market, ensuring that their message reaches the right people. Although brands have paid ad options to reach these new niche audiences, there is less assurance that these ads will attract a cold audience (strangers who have never interacted with a brand). On the other hand, influences have an established relationship at the onset (i.e., warm audience).
perceived as more authentic than the brands vying for their attention. Today, over 80% of brands (HubSpot) include influencing marketing in their marketing budgets as brands recognize their superiority over social ad spending in ROI (Social Publi, FinancesOnline), reaching new audiences, and building deeper, more genuine, relationships with audiences. “Influencer marketing can help boost brand awareness, credibility, and drive consumer engagement, making it a valuable component of many modern marketing strategies.”- Nikita Duggal (2023) INFLUENCER MARKETING BENEFITS
First Party Data
By the end of 2024, Google will be eliminating third-party data collected from browser cookies. This will all but eliminate paid ad retargeting. Marketers scrambling for first-party data alternatives see influence marketing as a viable alternative. More on this topic will be covered in Module 4 Unit 1 (Frictionless Lead Nurturing).
The following accounts for the main reasons why spending on influencer marketing surpasses that of paid ads.
Immediate Visibility
Lead Quality
Influencers with large active followings are ideal for launching campaigns as audiences routinely view and contribute to conversations. Contrast this with paid ad
The niche targeted approach used by influencers means that the leads generated
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