Influencer Marketing: How Does It Work? | OOm Singapore

You’ve probably heard of the term “influencer marketing”. Make no mistake about it; influencer marketing is somewhat new to the marketing world. But did you know that such a form of marketing existed long before the Internet was born?


Before the Internet even existed, influencer marketing was pretty much a thing back then. For instance, in the 60s, a lot of companies would take advantage of celebrities such as John Wayne and Sean Connery to boost their brand image. As a result, most of these famous actors would star in commercials or get their faces printed on ads to endorse a product.


In short, marketers would always try to snatch the opportunity of boosting brand awareness by gaining the support of local or international celebrities. With influencer marketing, it’s pretty much the same. The only difference is that influencers are more on the same level as your average consumer.


However, influencer marketing has more potential than you think. It might seem like a short-term fad, but in the long run, letting an influencer endorse your brand might be one of the best business decisions you’ll ever make.


Let’s see how influencer marketing works in Singapore.



Everything You Need To Know About Influencer Marketing

Before we discuss the benefits of influencer marketing, let’s find out who influencers are in the first place. Influencers are people who have the power to influence others, mainly on social media. From a marketing perspective, they give your brand the exposure it needs.


But to execute an effective influencer marketing strategy, you need to get in touch with the right influencer first. Social media influencers often cater to a niche audience. For example, some influencers showcase their makeup expertise, while others love to stream their online video games. In general, you have to find an influencer who shares the same target audience with your business.


While some influencers are almost as popular as certain celebrities, they’re still not on the same level yet. But that’s a good thing! Unlike famous Hollywood names such as Brad Pitt or Natalie Portman, social media influencers can connect with users on a more personal level.



How Does It Work?

Think of an influencer as your middleman, the bridge that will let you connect with your customers. Once you get in touch with a suitable influencer, he or she can endorse your brand online so you can gain exposure and reach hundreds of potential customers.


However, you should keep in mind that the effectiveness of influencer marketing doesn’t produce instant results. Similar to SEO and content marketing, it will take a while before you can see any results. As such, you must plan a long-term strategy for your influencer.


Why do influencers excel in their day-to-day jobs? How come their ads are almost on par with popular commercials? Here’s an example of an influencer’s online post.


Notice how it’s similar to an everyday person’s online post.


To sum it up, influencers are like you, normal people who want to express themselves on social media like everyone else. Because of this, their posts are successful in reaching hundreds or even thousands of active social media users. A lot of people feel like influencers are more genuine when it comes to their endorsements, unlike celebrities who are paid to advertise their products.



Does It Work?

In conclusion, influencer marketing works well because it allows businesses to connect with their target audience more intimately. Most importantly, many Singaporeans love to wander around the web, especially on social media. For that reason, influencer marketing will help your business reach your target audience, and perhaps even go beyond that to gather more prospects.


However, there are many things you should consider when making an influencer marketing campaign. Here are some factors to consider:


  • Influencer
  • Social media platform
  • Target audience
  • Budget


First, you’ll need to find an influencer who’ll fit in with your brand. You can find someone with a large following or a niche audience. Either way, you have to make sure the influencer’s followers are people who fall under your target audience. Doing so will make it easier for you to define your target market too.


Second, you need to choose the right social media marketing platform. Consider your target audience, and choose a networking site where they’ll most likely be.


Lastly, consider your budget. While you may want to invest a lot of money into your influencer’s marketing efforts, doing so won’t result in instant success. You need to put a considerate amount of your budget, but also remember to focus your efforts on content marketing.


To launch a cohesive marketing campaign, you need all the help you can get. Contact our SEO company in Singapore at +65 6391 0930 if you want to know more about digital marketing.

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