Brands everywhere have been benefiting from influencer marketing for years. This marketing channel has blown up into a 13.8-billion-dollar industry globally and is expected to continue growing by 30.3% annually through 2028.  

So why is this such an effective marketing channel?  

You may have a picture of influencers in your head; of people simply posting pictures and videos and charging brands to include their products in the influencer’s content.  

What makes an influencer an influencer, though, is their ability to develop an audience of people that share similar interests and trust the influencer, and to then leverage the conformity effect to impact their audience’s behavior.  

Influence Meets Audience 

Most influencers are born because of a niche. When a person who’s passionate about a subject consistently posts about it, they position themselves as a trusted expert; thus, their audience comes to know that whatever this person is telling them (about their niche) can be trusted. 

Familiarity, perceived authenticity, and trust are what influencers leverage to impact their fans and followers.  

Recommended Reading: Integrating Influencers to Maximize Target Customer Impact

Behind each influencer is an audience of consumers ready to hear what they have to say.   

• The influencer is viewed as a trusted expert in their niche, so people follow for the best advice on the subject  
• The content serves them in some way, whether it’s inspiration, aspiration, or just plain relatability   

As found in research from Linqia, nearly half of consumers report relying on influencer recommendations for making purchasing decisions. By partnering with influencers with audiences that match the brand’s target customer, these brands can leverage that incredible ability to impact the customer decision-making process of those online.  

Reaching Target Customers Where They Live  

With over 223 million Americans using social media, it makes sense that messaging in this arena is vital to marketing success. Influencers will get your brand in front of new audiences. But it’s the authentic way influencers bring your product to new audiences that really makes them powerful. 

The Power in Paid Partnerships 

When done right, a paid partnership between an influencer and a brand is interesting, engaging, and memorable. When influencers are authentic in their messaging, the potential for the brand to gain new customers is significant.    

When people don’t know why they should try something, they most likely won’t. By building partnerships with influencers whose identity and audience align with your brand, you have a great opportunity to get in front of people who would love to give your brand a try. 

Even within an audience who has heard of your brand, a trusted voice like that from an influencer can make all the difference in convincing consumers to give your brand a shot!  

Maximize the Impact On Your Target Customer 

In this four-minute read learn more about how integrating influencer marketing into these activities can help your brand maximize the impact they have on your customer decision-making process.