How would you compare Influencer Marketing vs. Digital Advertising?
My opinion is that both strategies work, depending on your campaign goals and target audience predominantly. Digital advertising can be targeted to a region, socio-demographics, and even psychological profiles sometimes. You also know whether your audience is yours or if they are your competition’s actual customers, or if they are interested in your products instead of your competitions. On the other hand, influencers’ followers can be geographically dispersed and not representative of your target audience. From a psychometric point of view, they have an innate desire to be like the character the influencer they follow portrays. That means they are more susceptible to the recommendations communicated by the influencer they follow.
Which social platforms do you think will be most popular in the next five years for influencer marketers?
Instagram/Facebook
How do you currently find relevant and high-quality influencers for your marketing campaigns?
Influencer discovery platforms
What advice would you give to a new business that wants to gain and grow its paid sponsorships?
Engagement rate is more important than followers. Look at the reactions, historical data, method, and tone of communication of the influencer. Are they trustworthy and genuine? Calculate your estimated ROI based on these findings. In addition, be prepared for a spike in orders – so have your production and logistics in place.
How do you think Influencer Marketing will grow among small businesses in the near future?
The market for influencers is crowded right now but small companies are arising which may result in the reduced purchasing power of companies and more competitive influencer marketing rates. However, that does not diminish the fact that there will be different levels from mega-celebrities all the way to the wanna-be newbies.
