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We all love the content that creators like Komal Pandey and Masoom Minawala Mehta upload on their Instagram accounts. With millions of followers following them, influencers are not only gaining popularity but are grabbing brand deals as well. While the biggest benefit that the brand gets when using an influencer for their promotions is that they are economical as compared to any other paid form of advertising, it also helps in reaching more people. With influencer marketing, the rate of a customer buying your product increases significantly. The word “influencer marketing” in itself gives away that it influences people to buy your products.
Now, influencers even though are getting in deals from brands, Influencer Marketing is still a fairly new concept in the marketing sector. Let us understand how influencer marketing can help apparel brands and Faster Moving Consumer Goods(FMCG) brands.
- BUILDS TRUST AND IMPROVES CREDIBILITY
When an apparel brand uses influencers as its marketing strategy, it helps the brand in building a positive image among the people about it. It also adds credibility to the brand. The influencers have a close-knit community of loyal followers who either aspire to be like them, are inspired by them or are easily persuaded by whatever their favorite influencers say. Thus, it becomes easy for the brand to build trust and create a positive image when they have influencers involved in marketing.
- FOCUSES ON TARGET AUDIENCES
For any brand to a collaborate with an influencer, it is a necessary step for them to see if the content that the influencer is creating is fit for the brand or not. For example, H&M will look for influencers who are creating content around fashion or clothes hauls and TRY-ONs, someone like Aashna Hegde. The benefit of this to the brand is, that it helps in focusing their communication to their target audience only. Since the focus is fixed and is narrowed to the targeted audience only, it increases the chances of returns in terms of guaranteed sales. Thus, influencer marketing proves beneficial for the brand.
- RELATABLE CONTENT
The content that these influencers put up is followed by millions of people. Most of the time the content is viewed as relatable and realistic as versus ads since the person behind the screen is much more approachable. Because of this, when FMCG brands like Kellogg or Parachute use influencers for their promotion, it helps hit the right chord with the audiences. It comes off as natural, relatable, and not made up just for the sake of promotions.
- ACCELERATES CUSTOMER ACQUISITION
When the audiences see their favorite influencer promoting a product or a brand, it increases the brand’s rate of customer acquisition. Because of this, it helps the brand to increase its market share. The more a brand gains customers, the more are chances of the brand dominating the market. It also gives an edge over its competitors as the customer will prefer the brand that they see an influencer talking about or promoting rather than the one they see on TV ads.
- FOLLOWS IN LINE WITH YOUR BRAND’S CONTENT STRATEGY
Brands come on social media, to create content around their brand. Using influencers for their marketing blends perfectly with the brand’s content strategy. On the other hand, the content that the influencers create helps the brand positively in building its image as well as improves the customer’s perception of them.
Therefore, using Influencer Marketing helps in better communication with the audiences about the brand and boosts its chances of acquiring new customers.
