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Is influencer marketing effective?

Written by:
Tina Brown

In today's digital age, social media platforms have become powerful tools for businesses to build an online presence, attract new customers, and promote their products or services.

However, with so much noise and competition in the digital space, it can be challenging for businesses to stand out and get noticed.

Enter an influencer marketing strategy involving partnering with social media influencers with a larger-than-average following and a strong online presence to promote your brand, products or services. By collaborating with influencers, businesses can tap into their audiences and benefit from their influence, saving the trouble of building up this audience organically, which can be a long and tedious task.

In this article, we’ll look at some reasons why influencer marketing can be a great addition to your marketing mix this year.

3 reasons why influencer marketing works

Increase engagement and conversions.

Influencer marketing can help your business increase engagement and conversions. An influencer's followers are loyal, and therefore more likely to engage with a post, leave comments, and potentially make a purchase. It’s a promising strategy too, as reportedly, for every $1 you spend on influencer marketing, you get an average return of £14.68.

Besides, if apart from digital channels, you add a print element to it like sending a PR package that’s beautifully put together, you can hop on the “unboxing” bandwagon, where influencers create an aesthetic video unwrapping the package you’ve sent them. If it’s branded with your colours, logo and typography, it can add an excellent brand element to this approach.

Reach a wider audience.

Social media influencers have large followings across various platforms, which means that collaborating with them can help you to reach a wider audience than you could on your own.

For example, if a fashion brand partners with a popular Instagram influencer with a million followers, their brand can potentially be seen by a million people who might not have otherwise heard of them. Similarly, by partnering with influencers, you can boost your brand awareness and tap into your audience through someone who they already believe in and trust.

Statistics also indicate that 50% of millennials trust recommendations from influencers, showing that apart from an increased reach, influencer marketing can also bring in referrals and conversions.

Build credibility and trust.

Influencers have built a loyal following because of the content they produce and their relationship with their followers. By partnering with them, you can benefit from the trust and credibility that influencers have already established with their audience. This can help your business build credibility and trust with its target audience, provided you are using the correct influencers that sit within your niche.

This video explains how to engage with influencer marketing, as it can be a daunting task at first:

A great example.

Now, one great example of an influencer branding campaign is when Canva worked with Aimee Song to create a series of Instagram Stories showcasing different design templates available on the platform. Song highlighted how easy it was to use Canva to create professional-looking graphics and encouraged her followers to try it out for themselves. The campaign generated a lot of engagement, with many of Song's followers commenting on how impressed they were with Canvas features.

Ride the influencer marketing wave.

Influencer marketing is an important part of building an online presence for your brand by reaching a wider audience and converting engagements into paying customers. By collaborating with influencers, your business can benefit from their influence and credibility, building trust with your target audience. As the digital landscape continues to evolve, influencer marketing will remain a powerful tool for businesses to promote their products and services and stand out in the digital space.

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