In the world of Social Media Marketing, not all Social Media users are created equally. There are those who standout thanks to their engaging content which has attracted a large number of users and followers, known as their 'circle of influence'. These "popular" Social Media users are what we refer to as influencers and they wield considerable power when it comes to the purchasing decisions of their followers.
the social media affect
Previously, purchasing decisions were made based on exciting advertisements. Before Social Media, product reviews were lies printed on a product's packaging, or a misleading and over-dramatised infomercial. In a world of print marketing, word-of-mouth was a far more reliable way to ensure that you were investing in a quality product that would perform that way you wanted it to.
As Social Media became more and more mainstream, however, it changed the way that people made purchasing decisions. Not only did Social Media give rise to paid and targeted advertising, it also connected to consumers through product reviews, tutorials and the sharing of the first person experience with a given product.
YouTube was the birth place of the Social Media influencer. It was on YouTube that makeup and beauty enthusiasts began sharing their experience using a given product. This first-person experience resonated with audiences as it helped to develop trust akin to that of word-of-mouth advertising. In the way that in the 80's you neighbour might tell you how happy they were with their vacuum cleaner, Dulce Candy, a beauty vlogger, might give a particular type of eyeliner a good review, demonstrate a few ways to use the eyeliner and it will garner the same level of familiarity and trust as the interaction you might have had with your neighbours with regard to the vacuum cleaner.
reaching out to influencers
SoBu strongly believes in influencer marketing. We work hard to ensure that our clients' products make their way into the hands of relevant Social Media influencers so that they can help share our clients' brand messages. Through careful research, attention to detail and by analysing a series of Social Media data, we identify influencers within your brand's niche market.
Once we've identified appropriate Social Media influencers, we make contact with these key players in your brand's niche market and work with them to get your brand's product in their hands so that they can share your brand's story with their audience. In this way, Influencer Marketing is a powerful way to increase your brand's online audience, improve your reach and increase conversion on your website.
At SoBu, we understand that your brand is completely unique and we offer customisable Social Media Marketing packages which we will tailor to meet the needs of your brand so that you get the services that work for you and don't pay for things that you don't need. To find out how we can help you, please contact us here. One of our Social Media account managers will be happy to answer your questions.