Do influencers matter
Local and small businesses are spending money on influencers
Marketing
Local and small businesses are spending money on influencers
20% of digital marketing budget is for influencers and branded content. Pandemic and social issues have made brands present the more human side of marketing communications rather than the good old hard sell. Businesses spend more money on influencers than paid search, display, paid social and digital video.
20% of their digital ad budgets into branded content and influencer marketing combined. 25% spent more on influencers during the second half of last year. Facebook, Instagram and YouTube are the top channels. Influencer content is easier to execute than it was two years ago. Eighty percent of marketers want shoppable content for influencers, while 74% want it in branded content. (Source: Marketing Dive)
As per Andres Echenique, an influencer marketing expert: Influencer marketing works because of the understanding that influencers have about their community. That is what makes content here uniquely relevant and impactful. Influencers are not conduits; they are counselors and each vertical they serve has its own characteristics and peculiarities. Influencer marketing is about authenticity.
Influencers are useful, but they do not result in immediate sales. Unless businesses include them in their businesses strategy from the start, hiring influencers will be shooting in the dark. A typical consumer does not just purchase because she watched content from an influencer.
Dig more: 5 digital trends for small businesses Link