BARBARA SNAIL

16-2 Blog: Marketing Perspective

What do you notice about this type of marketing?

Influencer marketing is a powerful approach that can help companies grow, which is a collaboration between brands and influencers. It is a marketing strategy that has experienced continual growth and has been successfully used by businesses worldwide. An influencer can effectively impact their audience’s purchasing decisions. There have been numerous studies on its effectiveness and it has become an integral part of marketing plans for companies (Santora, 2022).

What strategies are they employing?

As the influencer marketing industry has grown, so has the number of companies and service providers that support the industry. Influencer marketing-related companies grew by 26% in 2021 to 18,900 worldwide. Instagram is the Preferred Social Media Channel for Brands Who Engage in Influencer Marketing. With 79% of marketers considering Instagram as an integral part of their campaigns, it’s no wonder that even in 2022, it’s still a worthwhile source of leads. This versatile platform already has a wide global reach, and 83% of its users turn to it to find something new. After seeing posts with product information on the platform, 87% took a specific action, like following a brand, visiting its retail store, or making a purchase. Video Ads are One of the Top performing Ad Formats on Facebook. Compared to images, video ads drive more engagement on Facebook. They trigger more ad clicks and conversions because they encourage users to stop and pay attention to the content, compared to images, which can be passively viewed or quickly digested. Click-through rates are higher for video ads, particularly vertical video and mobile video formats (Santora, 2022).

What role do these influencers play in marketing?

93% of Marketers have used influencer marketing. Influencer marketing is becoming a major strategy. Only 7% of marketers surveyed have never used influencer marketing. A Majority of Marketers Have Opted to Use Influencer Marketing. Once considered something that’s just nice to have, influencer marketing is fast becoming an essential component in a brand’s marketing arsenal. 93% of marketers have used influencer marketing in their campaigns, and it’s now considered as a key advertising strategy (Santora, 2022).

How does the use of a marketing perspective impact the relationship between the company and the consumer?

Zara was the Most Mentioned Brand on Instagram in 2021. With a whopping reach of over 2 billion people and over 300,00 mentions, Zara was the most mentioned brand on Instagram in 2021, beating even Instagram itself. Netflix was the Most Mentioned Brand on TikTok in 2021. Netflix was the most followed brand on TikTok with over 10,000 mentions. So if TikTokers were not making their own videos about what they’d streamed, they were watching Netflix - who said watching TV was dead? Steam was the Most Mentioned Brand on YouTube in 2021. As you would likely expect from YouTube, the channels with the most mentions or views relate to gaming or shopping. Unsurprisingly, Steam ranked highest with over 76,000 mentions and over 1.1 billion views. In 2022, Brands are Expected to Increase Their Budgets for Influencer Marketing. Given that more marketers are seeing the value that working with influencers brings, you can expect more brands to engage in influencer marketing or increase the budget allotted for it.

References:Jacinda Santora ( August 3, 2022) Key Influencer Marketing Statistics You Need to Know for 2022.https://influencermarketinghub.com/influencer-marketing-statistics/