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To reach more customers, you need to be where they are. Consumers are spending more time on social media, and that’s where most brands need to be.
While you should create engaging profiles and use online ads to drive traffic, there’s another piece of the puzzle you can’t afford to ignore: social influencer marketing. Here’s how social influencers shape consumer behaviors and how to leverage their impact to expand your reach.
What Are Social Influencers?
An influencer has the authority, expertise, or relationships with an audience and can affect their purchasing decisions. Social influencers connect with their fans on social media platforms such as Instagram, YouTube, and TikTok. They have large followings and use their profiles to share content, often promoting products and services they find valuable.
The Impact of Social Influencers
Why are brands clamoring to get social influencers to talk about their products?
61% of consumers trust recommendations from influences, compared with 38% who trust branded social media content. On average, businesses achieve a 520% ROI from influencer marketing. The top 13% of brands generate $20 or more for every dollar spent.
How Social Influencers Impact Consumer Behaviors
Why are social influencers so effective in affecting consumers’ buying decisions?
• They build trust with their followers: Influencers create helpful, engaging, or entertaining content to nurture relationships with their followers, who feel they know the influencer personally and are, therefore, more likely to trust their recommendations.
• They are experts in their fields: Influencers share their knowledge in specific niches (e.g., fashion, beauty, fitness), and their followers turn to them for advice and recommendations.
• They are authentic and relatable: Most influencers are like their audiences. Their personal journeys resonate with the audience, making their followers think, “If they can succeed with the product, so can I.”
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