Influencers: Your New Best Friends

BY KATHY WALL

What is influencer marketing, why does it work and how can it help your business?

Y

our business is on Facebook and Instagram, maybe Twitter. You have some followers and fans. But how do you grow your audience—and your prospective client base—through digital platforms?

One possible path is through the Instagram influencer. You’ve probably heard about them. Since 2017, the term “influencer marketing” has increased by 325 percent in Google searches. Influencers are the “it” thing, with an increasing amount of marketing dollars being channeled their way. And, generally, it’s money well spent. For each dollar invested in influencer marketing, companies see an average of $7.65 in earned media value returned.

It’s clear that Instagram influencers work. But why?

First, understand that we live in the Instagram Age. One billion people use Instagram every day—and more than one-third of these users are digital-native millennials. Instagram also ranks as the preferred platform of the decorative arts industry. Most interior designers and decorators have accounts on Instagram, which makes sense, because design professionals and the platform are intricately linked to the visual. Visual impact matters.

An emphasis on beauty means that Instagram is seen as a positive platform at a time when negativity and trolls have created quagmires throughout other parts of the digital landscape. Instagram’s gorgeous images have given it the most highly engaged users among digital platforms, far outperforming Facebook and Twitter. The positive, friendly nature of the platform leads users to feel a real connection to the designers and brands they follow. And that has given rise to the Instagram influencer.

So, let’s dig down a bit. Who or what, exactly, are influencers? It’s really pretty simple. They’re people in the design industry who have built a large and engaged following on digital platforms by offering content that appeals to a wide swath of people in their affinity group. They’re knowledgeable in their field and have built an appealing digital persona. They also have become fan favorites because they not only share their design projects but also pieces of their personal lives. Their fans feel like they know the influencer personally, that they truly share something in life. So when an admired influencer recommends something—a product, a service,

a brand—people listen. They listen as if getting a tip from a trusted friend, not a random public figure.

Built on this emotional tie, influencer marketing allows brands large and small to reach their target audience in a way that can feel more genuine and authentic than some traditional advertising approaches. Businesses that have a relationship with an influencer, in turn, build relationships with new customers.

The potential impact for a brand is huge. Seventy-two percent of Instagram users surveyed say they have made purchases as a result of seeing something on the app, proving its power in the huge, confusing arena of digital marketing.

All that said, where do you start? For small companies, time and money are at a premium. You definitely want to connect with the right influencer on the first try to make the most of your resources and ensure you’re continually building your brand, not confusing customers with off-brand missteps. With these concerns in mind, many businesses turn to an experienced guide in the marketing, advertising and branding industry for help. An expert who knows your brand, the industry and its players inside and out can best connect you with a influencer who will jive perfectly with your brand and your marketing goals—someone able to introduce potential customers to your brand in a positive way.

Once you have a relationship with an influencer established, the influencer will share projects and insights that spotlight your products and expertise in a powerful, personal way. This will expose your brand to a wealth of new potential clients who will happily invite your brand into their lives just as they welcomed in your influencer. It’s a proven, effective way to bring in new customers who are committed new fans of your business.

Or if you’re a designer who has begun to get traction on Instagram, consider becoming an influencer yourself. Make social media a priority. Post inspiring new content regularly and engage with your followers. Share your projects and some of your life.

In addition to doing this to promote your brand, reach out to companies you believe in. Show them how you can become a voice for their brand and take their message to your followers. Leveraging your power on social media can monetize itself, with brands giving you free products, covering your expenses to trade shows and influencer events, and providing other incentives. It’s a great way to earn a little extra income, get some freebies and build your reputation as someone whose opinion is worth its weight in gold. z

Kathy Wall is president and ringleader of The Media Matters, an agency in the Triad area of North Carolina offering marketing, advertising and brand strategy to a roster of international clients. Kathy has shared her talents with the home furnishings industry for over three decades and formed her own business 18 years ago. Her motto? “We don’t work with jerks.”

TheMediaMatters.com Facebook: TheMediaMatters Twitter: TheMediaMatters Instagram: Tmm.Agency

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