- 1. What is social media from an influencer marketing perspective?
- 2. History and future projections
- 3. Advantages
- 4. Disadvantages
- 5. Relevance to influencer marketing
- 6. How to apply social media and influence marketing
Table of contents
What is social media from an influencer marketing perspective?
Social media is a digital platform where people can engage with others through text, videos, and photos. Each person has their own profile where they can create and share content, even if it's something as simple as what they ate for dinner. Individuals with a large following that respects their opinions on a particular topic are referred to as influencers.
Any brand that wants to incorporate social media into their marketing shouldn't ignore influencers because they are an effective, fast way to generate interest in one's brand. Otherwise, businesses may have to wait months for their social media marketing efforts to generate the desired ROI.
History and future projections
The first social media sites were developed in 1997 with Six Degrees considered the first. Just like MySpace and Facebook, Six Degrees allowed users to create profiles and befriend other users. In the early 2000s, MySpace, LinkedIn, and YouTube became popular.
Facebook and Twitter, two of the most popular social media sites today, were introduced in 2006. Other widely used social media networks today are Instagram, Snapchat, Tumblr, and Pinterest.
We predict that the future of social media marketing will involve virtual reality as the technology improves. And influencers will continue to be important for fast results in social media marketing. Organic reach on social media is declining sharping. In the future, it may be virtually impossible to generate a decent ROI from an organic-only social media marketing strategy.
To get an idea of how low this number already is, OGILVY found in their analysis that organic reach on Facebook is around 2-6%, even for brands that have over 500,000 likes. Facebook and many other social media sites use an algorithm to pick and choose what content shows on a user's page in an attempt to show them the most relevant and engaging content. This is another fact that hurts small businesses attempting to build a following the completely free route.
- Low Cost: Social media marketing is less expensive than traditional marketing. One can use it for business free, although we recommend investing in an influencer management agency to improve the effectiveness of one's social media campaigns.
- Opportunity: Social media sites give everyone the chance to become famous or build a brand. Years of hard work do eventually pay off when one is consistent. Paying influencers to help spread a brand's name speeds up the process.
- Relationship Building: Using social media helps build relationships, even as a business owner. Brands can communicate with customers and other businesses, which can lead to greater customer loyalty and more partnerships.
- Time Investment: Be aware social media marketing is a huge time investment, one of the reasons businesses should find influence marketing agencies to help them.
- One Wrong Post Can Hurt the Brand: Another downside of social media sites is making just one wrong tweet or Facebook post can hurt one's business if users don't like it and make it go viral. Businesses must be careful to not offend others whether accidental or not.
Relevance to influencer marketing
Social media marketing and influence marketing go hand in hand because influencers have a high number of loyal followers. Their followers trust their advice and care about their opinions. When an influencer talks about a brand on their social media page, some of their followers check out the brand.
Businesses should not only have social media pages but high-quality pages, which can be measured using social media metrics as well as influencer marketing metrics. It would be useless to direct traffic one's way if the page doesn't look professional and engaging. Influencers don't want to be linked to unprofessional or untrustworthy brands either. Giving a bad recommendation would cause them to lose followers and hurt their reputation.
How to apply social media and influence marketing
Don't jump into social media and influence marketing without learning about the correct way to apply it. Approaching it the wrong way will make a brand look bad. Always be transparent, or one's business may end up in legal troubles. This means that influencers must make it clear that their post is sponsored or an ad. One way of doing this is simply by adding the hashtag "#ad" or "#sponsored".
Businesses must take special care to find the right influencer who has a relevant audience. Hiring an influencer management agency makes this process easier. When choosing an influencer, keep in mind that quality is better than quantity. The influencer with the most followers isn't necessarily more effective for a brand than another who has fewer followers. Take into account other factors, especially how much influence they have, before deciding.