Influencer Marketing

So Why on social media?

As a company's brands evolve in terms of marketing, the cost in relation to the possible benefits (i.e., purchase) it can receive is very important. The airing a television spot has a high cost, conversely, working with an influencer has a negligible cost. If an influencer has 200,000 followers on their social media site, and a company gives them a product specifically as a marketing tool, which they are to expose to their audience, the company's financial outlay, by comparison would be negligible. The company will have spent less (the cost of the product), but exposed to a more focused group of followers (and therefore potential purchasers) of the public figure.

Marketing through social networks allows for an instantaneous purchase process; a person can see the item and typically be connected to an online retailer immediately. This decrease between lag time - from seeing the promoted item and being redirected to the product - is more effective for spontaneous purchases.

• Influencer marketing derives its value from three sources:

Social reach: influencers are able to reach millions of consumers through their social channels and blogs.

Original content: influencers produce original, and oftentimes effective, marketing content for the brand.

Consumer trust: influencers maintain strong relationships with their audience, who have a certain level of trust in the influencer’s opinions.