22 March 10:27

Why Influencer Marketing?

Influencer marketing can be used to connect with all types of audiences, not just millennials.
By Jackie Lisk

Almost half of U.S. marketers plan to invest more in influencer marketing in 2017. According to one study, 84 percent of global marketers planned to launch at least one influencer campaign. Influencers are people or organizations with large, engaged fan bases. Organizations identify the influencers who best reflect their company ideals and appeal to their target audience. Here are five reasons why influencer marketing is valuable for all types of companies, even B2B businesses and brands targeting older audiences.


It's grounded in science

Influencer marketing may seem like a new kid on the block but, like content marketing, it has a rich history. We can trace influencer theories back more than 70 years, when sociologists first introduced the two-step flow of communication model, which proposes that the majority of people are influenced by a small number of opinion leaders.


It's efficient

Influencer marketers believe influencing a smaller group of high-value individuals is easier than finding and connecting with every single prospect. Plus, influencers help with two marketing challenges – content creation and distribution. To raise awareness about our content, Mediaplanet partners with industry leaders, from celebrities to non-profit organizations. They help us make sure our editorial is on point, and when they share our content with their audiences, they also help us reach a larger number of targeted readers.


It works

More than 80 percent of marketers find influencer marketing effective. Collaborating with influencers helps companies create content that rises above the noise and resonates with their target groups. It also helps them build trust, establish brand ideals, and circumvent ad-blockers.


It's social media marketing

Social media makes it easier than ever for brands to identify influencers by observing the people and organizations their target audience is engaging with. Brands can also more easily assess a potential partner’s reach. At the same time, social media has created micro influencers. These folks are often “real” people, as opposed to celebrities, who have used social media platforms to grow mass audiences.

Every organization needs exceptional content to feed its social media engine. Partnering with trustworthy sources is a proven strategy for generating the type of high-quality stories and videos brands need for their social media initiatives.


It doesn't have to be complicated

Influencer marketing is not without its challenges. Many global marketers struggle to identify and connect with relevant influencers, to measure campaign performance, and to effectively manage the influencer relationship and content creation processes.

It can also be costly. Some industry experts warn that we paid influencers too much, too quickly. Now it is not uncommon to see a six-figure price tag on a one-off influencer campaign.

Mediaplanet makes leveraging the advantages of influencer marketing simple. We find the perfect partners to help us create and share our inspiring content. Our advertisers benefit from the high-quality, trustworthy stories and videos, as well as our unique combination of niche and mass reach.


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