Why is Influencer Marketing Growing Faster Than Digital Ads?

zoe sugg.jpg
Zoe Sugg, Beauty Influencer

Influencer marketing is not a new trend. Brands have been utilizing influencers and industry leaders in order to promote their products and services for quite some time.

One great example of a top influencer is the Brit known online as Zoella. Zoe Sugg started broadcasting her “hauls” — web parlance for showing off cosmetics purchases — from her childhood bedroom. Now 27, she has over 11.6 million YouTube subscribers and a bestselling line of beauty products at U. K. high street chain Superdrug. Her first novel, ‘Girl Online’, broke first-week sales records according to Nielsen Bookscan. Two more books followed. –Forbes Magazine

So, why is influencer marketing growing faster than digital ads? Because people trust people. Just like a B2B transaction isn’t a deal between two businesses-but rather managers trusting each other’s abilities- selling products and services to consumers also converts better with a credible figure.

Digital ads rely on a media outlet promoting one’s services. It’s a cash-driven transaction and widespread across the net for decades. Influencers, on the other hand, tend to promote brands that they are willing to connect with and bet their name on them.

Utilizing Different Channels

Most deals with publications focused on digital ads cover solely a banner placement within the website itself.

What about social networks, offline events, or other mediums that gather people with various preferences?

Influencer marketing utilizes the visibility of the influencer in several ways:

  • Facebook, Twitter, Instagram, Pinterest posts
  • Video marketing on YouTube
  • Live video streaming and interactivity with the crowd
  • Interviews and other forms of PR

That added exposure has a great value for the promoted brand and can very well attract people who don’t follow a traditional buying flow.

Conversational Model

One of the drawbacks of digital ads is the lack of dialog. Influencers are reachable and can expand on their choice of preferred brand that they advertise. You can find influencers at conferences, all social media platforms, email , or interact in their blog.

In addition to all notable benefits outlined above, influencer marketing can boost SEO through content marketing and various promotions including PR and interviews, provide better analytics and tracking across different platforms, and include other forms of promotions such as a branded slide during a presentation led by an influencer.

All of those are workable alternatives for businesses who would like to get closer to their customers, receive actionable feedback from the influencers they partner with, get practical suggestions for product or service improvements, and take their brand to the next level. Who wouldn’t want that?!

Are you a brand or an influencer and want more info on Influencer Marketing? Feel free to reach out to us. 


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