Traditional marketing and advertising is not working as well as it used to. People around the world are just not paying attention to advertisements anymore. A study by Adobe confirms this by showing the percentage of people who pay attention to different forms of advertisements. The results are shocking to say the least.
Only 8% of people pay attention to online advertisements and only about 1 in every 5 people are attentive to television ads. The focus (or lack thereof) on advertisements could be due to the fact that humans now have a shorter attention span than goldfish, which is causing a major headache for marketers. How can marketers advertise a product if no one is paying attention?
Influencer Marketing: The Savior of Marketing
In a world of tiny attention spans, there is one thing that seemingly everyone still pays attention to – social media. In today’s society, everything revolves around social. News often breaks on social media sites likes Twitter and Facebook. In fact, news broadcasts and thinkpieces are constantly being written about Donald Trump’s use of Twitter. It only makes sense for marketers to target social media as it is the only place left where people are actually focused.
But what is influencer marketing? Basically, influencer marketing is getting popular social media accounts to tweet, post, or talk about a brand or product. There are two varieties of influencer marketing, paid and earned, however both have the same goal of breaking through the low-attention span barrier and getting people to pay attention to the advertisement.
— Paul Pogba (@paulpogba) January 6, 2017
Adidas uses soccer star Paul Pogba to showcase their newest products in this example of influencer marketing.
As influencers post about the brand, they are spreading awareness to all of their followers. These followers will pay attention to the post because it is from someone they are influenced by, and in turn become aware of the brand. Now that the new followers are aware of the brand, they might post something about it and influence all of their followers. This scenario perfectly sums up just how great influencer marketing is.
Even More Benefits
Apart from getting potential customers to pay attention, there are a lot of other benefits to influencer marketing that traditional marketing just cannot match.
- Influencer Marketing is much cheaper. Earned influencer marketing is inherently free, saving companies incredible amounts of money compared to paying insane numbers for television or other forms of advertisements. Paying celebrities to advertise on social media is pretty expensive as well, as Fyre Festival had to pay Kendall Jenner $250,000 for a single post. Earned influencer marketing is the definitive strategy if companies are looking to save money.
- Influencers cannot be blocked by ad blockers. 63% of American Millennials use an ad-blocking software, which makes online advertising obsolete and pointless. However, ad blockers will not block social media posts, meaning companies who use influencers to market their products will be seen by even the stingiest of ad-blocking internet users.
- Consumers trust influencers more. A study by Forrester concluded that consumers are way more likely to trust their friends and family than to trust the brands themselves.
This means that consumers are more open-minded to products or brands if the recommendation comes from an influencer than if it comes from the company itself.
Influencer marketing is fixing a lot of the problems that marketers are currently facing. It is important that companies begin influencer marketing campaigns as soon as possible, or they will risk being stuck in the past.