Influencer marketing is the latest version of marketing, which has come up, and is booming with all social media platforms, the main one being Instagram. However, it is a relatively new concept, and many of us are quite unsure about the intricate details of Influencer Marketing. Are you one of those who is not sure how Influencer marketing works but is indeed very interested? If yes, you have landed at the right place. We are going to help you understand how this entire process works. So, keep reading.
What is Influencer Marketing?
As the name suggests, it is marketing done by the influencers to influence the people. However, it isn’t that simple as it sounds. It is a mix of traditional marketing and new-age marketing. Making the influencers, the face of the brand or service is the traditional tool, and matching the right vibe of the influencer with the right content is the new age marketing. The primary focus is on the content part, which makes influencer marketing even more exhilarating. Influencer marketing differs from general celebrity marketing because it involves content with it, which is extremely engaging to the audience.
Who are Influencers?
Unlike celebrities, Influencers are general people. They are not very common people as they have a massive following on various social media platforms such as Instagram, YouTube, Facebook, etc. What makes them unique is that the audience follows them because of their different diversified work. An influencer can be an artist, a freestyle artist, footballer, fashion educator, Technical guide. This is the beauty of influencer marketing, it is so diversified, and it gives so much room to anyone who wants to showcase their inner talent and become an influencer.
What’s the Difference between Celebrity Marketing and Influencer Marketing?
These are two much related yet very different concepts from each other. Celebrity marketing is traditional and basic. It just involves making celebrity the face of a brand or a service to get a massive outreach. However, celebrity marketing lacks a theme and purpose, and this is where influencer marketing comes in picture. Influencers are people who have a structured plan and have made a theme about marketing their brand. We can term individual influencers as individual brands. They are so organic in their content that the audience cultivated by them is everything but paid. In other words, Influencer marketing is very natural and organic, which involves high engaging and relatable content.
Marketing is all about natural social interaction, and Influencer marketing fits right into this purpose. So, influencer marketing hasn’t just set the trend. It has become the trend.
Why is Influencer Branding better Celebrity Branding?
As stated above, Influencers are considered to have organic reach, whereas celebrity reach is more seasonal. Here are some of the reasons why Influencer branding is better than celebrity branding:
A: Personal Touch: Compared to celebrities, influencers are far more reachable and accessible. Both have their own set of fan following, of course, celebrities have way more fan following than the influencers. But this is the whole beauty of influencer marketing, as influencers have lesser following, they can connect with their fans and social media family regularly.
This, in turn, helps in building a stable and personal relationship with their fans and viewers. Hence, this is why influencers are known as individuals who have a strong ability to influence people faster and in a very subtle way. The personal touch element is a win-win situation for both the influencers and the celebrities out there.
B: Better Reach: Gone are the days when the basic formula of more followers means better reach. In the current scenario, it has instead become more comfortable to buy fake followers. However, when it comes to influencers, most of them have organic followers. Many of us follow those influencers with whom we can connect and whose vibe matches with us.
Hence, it becomes easier for the brands of different genres to work with influencers matching their genre. For example, a clothing brand will only want to work with influencers who are int fashion and styling. Whereas a restaurant will collaborate with food bloggers as they fit into the category of food and beverages perfectly well.
More or less, it depends on the brand if they want to go with influencer branding or celebrity branding. Both have their pros and cons.