Digital PR And The Rise Of Influencers
Public relationship management is a popular marketing strategy used to make connections with target markets, journalists, and potential clients. In the modern day and age, PR has adapted to the digital space and made use of online forums to garner attention.
By using influencers, celebrities, bloggers, and people with an authentic following on social media and other online portals, brands can increase their PR following.
With rapid changes in the digital marketing and advertising industry, the role of influencers needs to be analyzed for the benefits it has brought to businesses.
Let’s take a look at how brands can use the digital sphere and influencer marketing to successfully increase brand awareness and capture new markets.
The Rise Of Influencer Marketing
While it may seem like a new tactic, influencers have been around for a long time and brands have used some form of celebrity endorsements in ad campaigns in the past to “influence” people.
However, today, people demand authenticity and transparency from organizations. They want to see someone relatable on screen. This is where bloggers, YouTubers, Vloggers, Intagramers, and social media personalities come to play.
A market study conducted in 2017 concluded that 25% of brand strategists predicted influencer marketing would become a catalyst for digital PR change in the coming years.
Social media has given people a platform to connect, exchange ideas and break geographical boundaries to reach a larger, global audience.
Influencers make content, review products and services, promote brands and give people access to connect with the brand. This helps start-up companies connect to the 50,000 followers of small Instagram bloggers and also gives big brands the opportunity to work with YouTubers with millions of worldwide followers.
This goes to show how influencer marketing is on the rise. A recent survey conducted by eMarketer found that 84% of brands in the US were set to launch at least one influencer campaign in the coming months.
How To Build Brand Awareness
Attention Equals Money
With TV ads becoming background noise and commercials being blocked on online videos, it’s the influencers that can successfully get through to the audience.
People with Instagram pages and YouTube channels dedicated to photography, food blogs, makeup reviews, electronic gadgets, and travel videos can help diverse brands contact different influencers for niche marketing.
Brands pay influencers to promote their product or services and millions of followers watch and read the content, get inspired, and reach out to the brands. This tactic guarantees increased sales and ROI if PR influencers are chosen correctly.
Creativity And Organic Content Has Become The Expectation
Influencers cannot force a brand onto their followers. People demand authenticity and creativity from them. They call out paid endorsements and advertisements and question the legitimacy of the product.
When beauty bloggers review makeup brands, their followers ask them to clearly specify if they’re being paid to market a certain product. Influencers have to master the art of incorporating the product seamlessly into the video without blatantly promoting the brand.
Social Media Has No Prime Time Window—It Is Prime Time
With 2.62 global social media users spending an average of 50 minutes on every social media app each day, it’s no wonder that most influencers have an Instagram, Facebook, Snapchat, and Twitter account.
When social media followers watch their favorite influencers wearing and using certain brand products and services, they’ll pay attention and likely purchase the same products.
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