The Real Power of Social Media Influencers | Shifting Mindsets
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Have you ever bought a piece of clothing because someone you follow on Instagram advertised it? Or donated to a charity because an influencer star did? At one point or another, you may have been influenced to buy or do something by someone you respect. And that’s what influencer marketing is all about.
Social media influencers are people with big followings that have managed to gain huge popularity. They have built up their brand and audience through constant posting, communication, and engagement with their followers. Social media influencers’ audience is usually very loyal, that’s why these influencers became a game-changer in the marketing industry.
Social media stars are similar to the celebrities of past generations. The advantage is that influencers can promote different products or services to a bigger audience thanks to all the social media platforms. They have the power to drive engagement and set trends.
A benefit of influencer marketing is that the followers are already there, so you don’t have to build an audience from scratch to promote something. All that remains to be done is to set up a win-win partnership.
Nowadays, it’s well known that social media influencers are a valuable asset for marketers. Keep reading to find out why these influencers are so powerful: 👇
Relatability and Authenticity
First of all, social media influencers are different from other endorsers because of their relatability. Even if they have a large following, influencers are seen as ordinary people – they post about their day-to-day life, and they interact with their followers.
They have this ability to relate to their followers on a more personal level, and they often have the same demographics and interests. Also, people like influencers who are authentic. Authenticity is key when it comes to the social media strategies of successful influencers.
Influencer marketing is effective because it’s not pushy, and it’s more genuine than traditional ads. Influencers’ followers are willingly choosing to consume their content. So creating authentic, valuable connections and content is a much more reliable way of reaching an audience.
Authority and Social Proof
In general, we are used to listening to what experts say and believe that information to be true. As a result, if brands are using industry experts or authority figures in their communication, people usually accept their recommendations. This is one of the reasons why influencer marketing is so powerful.
Social media influencers that focus on a particular topic, for example, fashion, will be perceived to have more authority when they promote a certain brand of clothing. This authoritative position is enhanced by a huge number of followers, likes, and shares.
All of these are also a form of social proof. This means that when a significant group of people value an influencer and consider his or her recommendations, other people will also feel that it’ s ok to do the same. Many consumers buy a product or a service when there is some social proof, so working with a reliable influencer can be beneficial for your brand. According to The Nielsen Global Trust in Advertising Report, “the most credible form of advertising comes straight from the people we know and trust. 83% of online respondents in 60 countries say they trust the recommendation of friends and family.” And Edelman’s Trust Barometer for 2016 saw 65% of respondents state that they rate “a person like yourself” as a credible or extremely credible spokesperson.
Trust
Influencers are able to build trust, relationships, and credibility. People consider them to be trustworthy figures, so they look up to their content and recommendations. Why do you think so many people are following these social media influencers? Well, because they trust what influencers have to say and are inspired by them.
When influencers who have managed to establish themselves as experts in their niches promote your brand, people are more likely to be receptive. They will assume that your brand is credible and trustable. To build trust, you also need to provide transparency. For example, influencers can use an #ad or #sponsored hashtag when they post about your product or service.
Search Engine Optimisation
Social media influencers can significantly improve your SEO. When they mention your brand in a post, they can link back to a relevant page or use your brand’s hashtag. This way you will boost your SEO.
Keep in mind that Google considers the backlinks from authoritative sources when it ranks pages, so if you want to rank higher in searches, you need to focus on getting backlinks from high-authority, credible websites. A high-authority website means that it has useful, relevant, and trustworthy content.
Final note
As you can see, social media influencers are incredibly powerful, and they will continue to grow. They are an important part of doing business these days. Influencers have a unique ability to spread a message in a more natural way, so influencer marketing can be more effective than traditional advertising – if it’s done correctly, of course. It’s a great way to increase your brand’s reputation.
However, it’s crucial to know that influencer marketing and social media marketing are linked. Before starting a partnership with social media influencers, we recommend you to have an active social media presence. Besides having someone to promote your brand, it’s essential to also have a voice of your own to be successful. We’re here to help you with our social media management service.
