Total brand spending on influencer marketing was $89 billion in 2017 and is projected to reach $101 billion by 2020!!
User generated content is the now the new channel of content creation which has picked up in developed markets like USA & Europe already, but remains largely unexplored in India.
The Guardian’s Charles Arthur, in 2006 said that “if you get a group of 100 people online, then one will create content, 10 will ‘interact’ with it (commenting or offering improvements) and the other 89 will just view it.”
According to me this model is in the very base of influencer marketing, however the break up of the same would be slightly different.
- The Influencer (1%)
They are not just content creators but also thought & opinion leaders. They already have a considerable number of people who follow them on various channels. The way of expression can vary from a blog to video to Snapchat to Instagram story but in a nutshell they are trendsetters who can give your brand visibility, reach & even conversion.
- The true believers (10%)
They are the ardent/true followers of the influencer and further promote & share anything that the influencer shares. The influencer will charge you for the brand endorsement but the believers will truly promote the content shared by the influencer and give you further visibility. They are most active on social media channels
- The Market (89%)
Your customer is in this 89%. The market is taking more control of the content that they consume. They process any bit of content that comes there way and instantly decide to retain or throw out the info. If your potential customer is a part of the market then this is the perfect way to reach them as:
- They get information about your brand on a channel they are actually visiting to consume content (unlike ads which just filter through)
- Your brand/product comes recommended from a source they trust
Online content consumption is evolving and becoming smart, individuals tend to ignore on-your-face ads and so reaching the same audience through just another medium seems like a good bet.
p.s.- It does work, you can ask our clients.
So do connect with us if you wish to set up a high ROI influencer marketing campaign for your company.