What is Influencer Marketing? What are its Advantages?

The concept of influencer, emerging and developing with the growth of social media, means ‘influential’ in Turkish. Therefore, we can evaluate any user who has reached a certain follower base on social media and has an impact on people as an influencer.

Influencers are divided into two categories: micro influencers and macro influencers. Micro influencers are users with follower counts in the range of 10,000-50,000. Macro influencers, on the other hand, are users who have reached a follower count of 100,000 and above. Influencers are generally classified as entertainment influencers, lifestyle influencers, and gamer influencers.

Brands that recognize the power of social media aim to increase the awareness of their brand and existing products by collaborating with influencers who appeal to a certain audience. With the evolving industry, the concept of ‘influencer marketing’ emerges. Influencer marketing, which means impactful marketing, enables promotional activities to be carried out through marketing channels by analyzing the interactions of high-follower users. So we can say that influencer marketing agencies act as a bridge between brands and influencers.

Areas of Use for Influencer Marketing:

• e-WoMM Communication Channel: The e-WoMM communication channel can be defined as the positive or negative comments of existing customers or previous customers on the brand’s or product’s social media channels. For example, when purchasing a product, you get an idea by reading the comments of people who have previously purchased that product. This allows you to have realistic information about the product, and all these comments greatly influence your decision to buy the product or not.
• Evergreen Content: An advertising campaign given through social media platforms can be viewed months after its publication date due to the permanence of content on social media and can be encountered at any time. This situation can still bring customers to the brand even 6 months later. Additionally, this situation provides brands with a low CPA, meaning low cost per acquisition.
• Low CPA: CPA stands for cost per acquisition. Going through the example mentioned above; if a brand allocates a cost of 1000 TL to an influencer for product or brand promotion, and this influencer still generates engagement for the brand after 6 months, this is a very positive result for the brand. So the brand achieves high and permanent engagement with low CPA.

What are the Advantages of Influencer Marketing?

Influencer marketing plays a significant role in expanding your target audience, increasing brand awareness, and making sales. Users identified as influencers establish a certain connection among their followers by sharing everything about their lives, such as what they eat and drink, where they travel, their family, friends, and home. Creating this atmosphere of trust brings the user closer to the influencer, and the user begins to see this person as a friend. As a result, products recommended by influencers receive attention from users. For example, you would comfortably buy a product recommended by a friend. Users who have reached a certain audience on social media platforms, because they have established a trusted relationship with their followers and users see influencers as their friends, purchase any product they recommend without hesitation. In light of all this information, we can list the advantages of influencer marketing as follows:

Increased brand awareness and expansion of your target audience.

• Influencers create a trust environment for the brand by marketing your products and services to their follower base in the most sincere way possible, leading to increased sales for the brand.
• When you choose the right influencer to promote your brand or product, it becomes easier to reach your target audience.
• Influencer marketing budgets are lower compared to traditional advertising and marketing costs.
• With influencer marketing, you have the opportunity to reach figures that you cannot reach with traditional marketing methods.

CRM Medya

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