Influencer marketing is an increasingly popular component of social marketing, offering new sources of content and greater potential reach into desired audiences. “Choose influencers based on audience reach, brand relevance and their ability to resonate with followers for favorable outcomes,” says Jay Wilson, research director at Gartner.
We have entered an age where individuals can have more sway than traditional institutions, and customers are not just meek consumers but social influencers who define brands. And because trust is moving into the hands of the many, there will be more of it around.
Source: World Economic Forum
“Influencers are the masters of their niches, and have established a high level of trust and two-way communication with their followers. They know how to incorporate a brand’s products and services into content people are watching and they do it very seamlessly.”
Business-to-business decision-makers are clear on who they trust, and who influences them, when thinking about what to buy for their firms. Word-of-mouth is a key driver, with business people looking to friends in the industry and other third-party experts ahead of traditional or digital marketing resources.
There’s a shift afoot in digital media, one that is reshaping approaches to content publishing, advertising and e-commerce. It’s a shift away from chasing traffic in bulk, towards a more subtle measure of an audience.
It is about the quality of a user’s visit – the time spent on a site, the depth of engagement. It is the rise of Attention Minutes.