partner with an influencer

63% of marketers intend to increase their influencer marketing budget

There are those who will suggest that the use of influencers in marketing is an innovation. Clearly, it is not. While the use of influencers in social media is relatively new, as indeed is social media, celebrities and other high-profile influencers have been used in advertising for the best part of 100 years. That said, the use of influencers to encourage messages to go viral is experiencing rapid growth in 2020. Research suggests that 63% of marketers intend to increase their influencer marketing budget over the next 12 months.
Influencer marketing, and especially influencer marketing using social media, can be very effective in facilitating the rapid spread of messages. Consider:
  • 67% of marketing and communications professionals engage with influencers for content promotion
  • Nearly 40% of Twitter users say they’ve made a purchase as a direct result of a Tweet from an influencer
  • 70% of teenage YouTube subscribers say they relate to YouTube creators more than traditional celebrities
Instagram is by far the most popular influencer channel in 2020 – with one survey finding that – ‘79% of respondents consider Instagram important for their influencer marketing campaigns. Facebook came a distant second at 46%, followed by YouTube at 36%.’ Further, 77% of fashion micro-influencers prefer Instagram.
Whatever channel is used – online or offline – influencers can be very effective in ensuring a message goes viral. Features to consider in identifying the optimal influencer include:
  • The number of followers they have
  • The profile of their audience
  • The performance of recent posts
  • The engagement rate of their posts
  • The influencer’s alignment with your brand
  • The authenticity of the influencer and their posts
Budget is also important. However,  in this regard, there are options – including influencers with mega audiences and those with much smaller micro audiences. When the budget is limited ‘micro-influencers’ can be a good option.

RECOMMENDATION – Consider using influencers or micro-influencers to spread your messages far and wide. Such influencers can help a message go viral both online and offline.
D. John Carlson – +61 (0) 402 273 350 


 – To be published in November 2020 – CLICK HERE 

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