Are influencers the new big media?

Influencer marketing, which was formerly regarded as an add-on, with no actual process or measurement structure, has grown into a data-driven media strategy that generates positive results at every point. 

Many marketers still view influencer marketing as a PR channel, underestimating the power they have to drive results at every stage. The influencer marketplace is an avenue for both content creation and for distributing this content through organic and paid media. 

In many ways, influencers have become a significant force in the media landscape and have gained substantial influence over audiences. Many brands are now adopting a “social-first” marketing approach through an influence agency. Further, influencers often connect with their audiences on a more personal level through social media platforms, offering a more relatable and authentic experience. They can shape opinions, promote products, and drive trends amongst their followers. The growth of TikTok influencers and their immense influence on their audiences are hard proof that people will trust the opinions and judgments of relatable influencers.

Influencers are dominating a new media space, and businesses must pay attention to form successful marketing collaborations. David Yovanno, CEO of put it “Brands are no longer relying strictly on traditional paid advertising channels, they are tapping creators to create content that is tailored to reach new audiences.”

Influencers understand what their target audience wants to hear. If they support your product, the influencers will generate content that resonates with them in a way that drives conversions better than your brand’s marketing team, mostly because audiences are too clever for fake sales pitches these days.

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Main benefits of influencer marketing:

Reach and Exposure

Big media influencers often have large and diverse audiences across various platforms, such as social media, blogs, YouTube, and podcasts. Collaborating with these influencers provides brands with access to a wide and engaged audience, helping to increase brand visibility and exposure.

Credibility and Trust

Influencers within big media are often considered experts or authorities in their respective niches. When they endorse or promote a product or service, their followers are more likely to trust the recommendation. This trust is crucial for building credibility and establishing a positive brand image.

Targeted Marketing

Big media influencers often have followers who align with specific demographics, interests, or industries. This allows brands to engage in targeted marketing, reaching the right audience for their products or services. This targeted approach can result in higher conversion rates compared to traditional advertising methods.

Authenticity and Relatability

Influencers are known for their authenticity and relatability. Their content often feels more genuine and personal, creating a stronger connection with their audience. When influencers incorporate a brand into their content in a natural way, it resonates better with their followers.

Content Creation

Influencers are skilled content creators who understand the preferences of their audience. Collaborating with influencers provides brands with high-quality and engaging content that can be repurposed across different channels. This content creation aspect is particularly valuable in today’s digital landscape.

Micro Influencers:

Micro influencers are individuals who have a smaller but highly engaged and niche-specific audience on social media or other online platforms. Unlike big media influencers with millions of followers, micro influencers typically have follower counts ranging from a few thousand to around 100,000. 

Despite their smaller reach, micro influencers can offer unique advantages in influencer marketing:

High Engagement Rates

Micro-influencers often have more engaged and loyal followers compared to larger influencers. Their smaller audience allows for more meaningful interactions, and followers may feel a stronger connection to the influencer’s content.

Niche Expertise

Micro-influencers often specialise in specific niches or industries. This specialisation makes them particularly valuable for brands targeting niche markets, as their followers are likely to have a genuine interest in the influencer’s content and related products.

This marketing avenue is poised to become the next big media phenomenon, reshaping the landscape of advertising and brand promotion. Its ascendancy is underpinned by the profound authenticity and trust that influencers cultivate with their audiences. Unlike traditional advertising, influencer marketing allows brands to leverage the unique storytelling capabilities of influencers, creating content that resonates on a personal level with consumers. The targeted reach of influencers, often deeply entrenched in specific niches, provides brands with a more precise and efficient way to connect with their desired audience. This form of marketing capitalises on the changing dynamics of consumer behaviour, where individuals increasingly seek recommendations and insights from influencers they trust.

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FDRY is a leading digital marketing agency based in London. We offer influencer and affiliate marketing and have partnered with influencer platforms to help brands and influencers start conversations that lead to impactful and budget friendly campaigns with the aim to create awareness, build engagement and boost sales.

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