Sep 25 2019
Have you ever purchased something because a famous person you follow on social media—a celebrity or a blogger—endorsed the product?
You’re probably guilty of this as many others are. Maybe you’ve bought a collagen toner because a beauty blogger had positive reviews about this product or maybe you’ve followed a particular skincare brand just because someone with over 100,000 followers is raving how their products have helped her achieve the most sought-after glass skin.
Although these people didn’t directly tell you to buy products or services from brands they endorse, they have somehow influenced you to do so—and this is merely one tactic that is called today as
Let’s take a look at exactly what this form of marketing is and its use in digital marketing in Singapore:
What Is Influencer Marketing?
In a nutshell, influencer marketing is a hybrid of old and new marketing tactics, following the idea of celebrity endorsement and translating it into user-generated social media content.
It’s similar to the age-old word-of-mouth marketing except that it leverages on influencers and of course, their influence to reach out to a wider audience through digital, social media, and in some cases, events.
Being a regional leader in mobile internet penetration, with about 84% or over 4.83 million Internet users, it seems that influencer marketing is more of a necessity rather than optional.
Here are some other facts and insightful statistics you should know:
- About 63% of Internet users in Singapore are on Instagram, proving that it’s one of the most effective platforms for partnering with influencers.
- Of the number, 85% are between 16-25 years old and 40% of them say they trust influencers more than traditional celebrities.
- Businesses who tap on influencer marketing earn an average of $6.50 for every $1 spent.
Why Is Influencer Marketing Effective?
There are at least two reasons why influencer marketing works. First, it’s the fact that consumers naturally trust recommendations from people more than they trust brands and second, they have become so bombarded with pushy traditional advertising messages that they no longer appeal to them.
The effect of influencer marketing happens when an influencer introduces a new idea, product, or service to their followers, which the latter will find interesting. This influence can become powerful that it extends to the audiences’ network of friends online.
How To Get Started With Influencer Marketing?
If you think your business is ready to take the step into influencer marketing, the first thing you should do is to find influencers that are appropriate for your brand. It means looking for someone whose branding is aligned with yours and whose followers are your targeted audience.
For instance, if you sell cosmetic products, you’ll want to look for an influencer who is followed for her makeup tutorials and product reviews. Similarly, if you’re a B2B software company, you’ll want to work with an industry expert who has an influence in your field instead of a local celebrity, regardless of the latter’s huge following.
You see, influencers can be anyone. They can be a lifestyle influencer, travel blogger, a well-read IT blogger, or a respected marketing advisor. While they’re mostly on Instagram, they can also have an established profile on Twitter, LinkedIn, Facebook, or any other platforms. You can recognise them by their many followers. But, exactly how many followers do they have?
Types Of Influencers And Their Number of Followers
This spectrum of influencers is primarily composed of TV personalities, singers, athletes, and social media stars who have at least 500,000 followers or more. They may have the highest reach on the influencer spectrum, given their celebrity status that makes them a brand in their own right but, they also tend to have the lowest overall resonance in terms of driving actions on behalf of a partner brand.
The macro-influencers is basically made of professional bloggers and/or vloggers who have a fan base of 100,000 to 500,000 followers. They are estimated to drive as much as 20% engagement per post and have the highest relevance on the spectrum mainly because of their high-quality, topic-specific content—such as lifestyle or business.
This group of people is composed of everyday consumers with about 1,000 to 100,000 followers. They could be a food blogger, traveller, or a fitness guru and because they’re usually in more niche markets, they tend to have the highest engagement with their respective fan bases as people see them as genuine and reliable.
In today’s digital age, we can only expect consumers to rely more and more on influencers’ opinions and recommendations in terms of their purchasing decisions. Therefore, as an increasing number of Singaporeans are actively searching the Internet for online reviews and recommendations, you shouldn’t miss the opportunity to partner with influencers and attract more online sales.
If you think you don’t have a complete understanding of how to adopt this approach, signing up for social media management services from a digital marketing company in Singapore will be a great decision.
As a trusted digital marketer, OOm can assist you in identifying the right influencer for your brand as well as in refining your approach in influencer marketing. Get in touch with us today!