There has been a lot of buzz about influencer marketing over the years. What started as getting celebrities to mention brands on social media has now turned into a sophisticated marketing strategy.

Influencer marketing advanced so much that those who have made it big on social media are also considered as influencers. This is because of the large crowds they are able to pull with their engaging content online.

From YouTubers to Instagram superstars, every influencer’s marketing strength was tapped by brands (big and small) who wanted to make sure that their products and services reach their target audience.

However, influencer marketing was seen as a mere marketing strategy used to trick target audiences into thinking that their favourite stars are using particular products. Some people are more skeptical than ever when it comes to buying products because influencers use them.

Influencer marketing is estimated to be around £8 billion industry by 2020. This by every indication shows that influencer marketing is here to stay. Here’s why:

It creates an earning potential for influencers

Without a doubt influencer marketing has turned into a means through which influencers can create their income. Although a lot of people feel that influencers can be easily bought over by big time brands, conscious influencers have shown that they only stand behind brands that they believe in.

If you’re an influencer and you have the interest of your audience at heart, you would never endorse a product that you don’t like. A lot of influencers value their audience and will not compromise their own integrity for just a few bucks.

The good news is that there are now ethical guidelines to influencer marketing that ensure that consumers are protected. The guidelines also ensure influencers don’t exploit their audience.

It makes brands relatable to their target audience

If there’s anything influencer marketing was able to achieve it’s its ability to put before consumers content that they find relatable. That’s one of the reasons why influencer marketing is so powerful.

When one sees a post on social media from their favourite influencer using a product, it makes the product instantly relatable to the person viewing the post. More often than not, it motivates them to purchase the product because they think “if he/she can use it, then so can I”.

It gets brand awareness to the exact target audience

One of the challenges brands face is getting their product and services in front of their ideal target audience.

Influencers are able to command large audiences through their content. Their audience is easily defined. This makes it easy for brands to target specific audiences through influencer marketing.

Verdict?

Influencer marketing is here to stay and there is no sign of it slowing down any time soon. As influencer marketing grows in popularity, it will continue to evolve. The rules of the game are becoming more and more defined such that the interest of consumers is protected all the way. It’s definitely worth a try both for the brand and for the influencer.

What do you think of influencer marketing?