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The Rise of Influencer Marketing

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Hold onto your hashtags! In the whirlwind of digital marketing, there’s one trend strutting down the online throughfare like it owns the place—Influencer Marketing. It’s the Instagram-famous, TikTok-trending new kid on the block, and trust us, everyone’s trying to get a follow back!

So here’s the scoop — it’s not just a trend; it’s how clients tap into the colossal reach and trust commanded by social media influencers. It’s like the Bat-Signal for boosting brand awareness and keeping audiences engaged.

Our recent influencer campaign with the Road Haulage Association (RHA) showed exactly how to harness the power of influencers. Through strategic partnerships with influencers in the logistics and transportation space, the association has seen a remarkable surge in engagement. The #nationallorryweek hashtag gained an incredible 1.4Million views on TikTok as of (27/10/23). Our campaign didn’t just reach a broader audience; it generated excitement around National Lorry Week and was able to engage young people looking to explore career opportunities within the sector (Jack Spanners #TruckTok, Becky Giles #TruckTok).

According to a survey by Mediakix, 71 percent of marketers out there believe that the quality of customers and traffic they snag from influencer campaigns is like hitting the jackpot.

The Power of Social Influence

Here’s what we know. Influencers are often a breath of fresh air. They tap into the power of social influence, using dedicated followers to become brand advocates. They hold the ability to shape opinions, trends, and purchasing decisions among their engaged audience.

Relatability is key

It works because of their ability to inject authenticity into promotional efforts. If the content feels more genuine and relatable it will work. Why? Because customers trust their peers, friends, and people they admire more than the companies selling the products and services they buy and use. Influencers aren’t a faceless brand.

And the figures support it. In 2021, roughly 58% of marketers said influencer marketing was the most effective marketing trend, ahead of SEO, experiential marketing, and short-form video content. (HubSpot Blog Research)

According to the Influencer Marketing Hub’s 2023 benchmark report, this form of marketing is a $21.1 Billion dollar industry. (source: https://influencermarketinghub.com/influencer-marketing-benchmark-report/)

“In line with the above data, brands are also planning to spend more on influencer marketing. Sixty-seven percent of respondents in the IMH survey were planning to increase their budget for influencer marketing over the next 12 months. That’s an overwhelming number of brands that are focusing their marketing budgets to work with influencers. It indicates that more and more brands are realising the value of influencer marketing and spending more on it to boost their ROI.” (source: https://influencermarketinghub.com/influencer-marketing-statistics/ )

The Evolution of Influencer Collaboration

As influencer marketing kicks it into high gear, our strategies and those of influencers are becoming more sophisticated. Forget the days of simple sponsored posts; now we’re talking long-term partnerships, content collaborations and even influencer takeovers. It’s more of an evolution that reflects a deeper understanding of the symbiotic relationship between brands and influencers.

Why go big when you can go niche?
The focus has shifted away from mega-celebrity influencers towards niche targeting and micro-influencers. These micro-influencers are the superheroes of specific demographics, offering brands a cost-effective ticket to the personalised party. It’s about highly engaged audience and is a great way to connect with specific demographics. This more personalised and impactful marketing strategy is where Agent’s expertise sits.

Unleashing the Power of Influencers

Agent’s recent I Am Greater Campaign for GMVRU was a good example of influencer success. The strategy involved engaging local inspirational young people to share their positive stories on Instagram. To enhance the reach and impact, the campaign utilised paid activity to target young audiences across the Greater Manchester (GM) region. Influencers played a crucial role in enriching the campaign by sharing authentic, inspirational, and relatable stories, ultimately conveying the message that young people have the potential to achieve greatness.

There’s an estimated 700k under 19s across Greater Manchester. The overall campaign had 12.5 million total impressions. The influencers brought in 162.8k impression and reach 33.5k young people.

Another recent example of Agent’s influencer success was a recent Black History Month event we organised for The City of Liverpool College. The event was based around an African and Caribbean tasting menu at their Academy Restaurant that we invited several local influencers to enjoy. This resulted in some fantastic organic content across TikTok and Instagram, simultaneously raising the College’s profile and promoting their amazing restaurant.

The Future of Influencer Marketing

Influencer marketing is set to stay and keep evolving. So, we need to stay nimble, ride the trends, and most importantly, build those real connections with influencers who vibe with our clients’ values.

In a nutshell, the rise of influencer marketing is like a sneak peek into the changing dance between consumers and brands. It’s not just a fad; it’s a full-on makeover in how businesses chat with their audience. By jumping into the social influence groove and rolling with the changes, brands can catch the wave of influencer marketing and ride it straight to success.

Curious about how to ride your own wave of influencer marketing success? Let Agent be your guide. Our team specialises in crafting tailor-made influencer strategies that resonate with your brand and audience. Ready to elevate your marketing game?

Let’s chat!

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