Influencers enjoy a very high level of credibility and trust with their audiences. They’ve earned it by passing on their passion. And what’s more, they sell! But who are these new digital opinion leaders, and why has their presence become essential for brands?
To better understand their role, discover who influencers are, how they work and the benefits they can generate for your digital strategy.
1 – Large, committed audiences
Influencers have strong, loyal and qualified audiences. They have succeeded in federating committed communities who like, comment on and share their content. It’s this proximity that makes them so powerful. Today’s web users are much more curious and active on platforms like Instagram than on traditional media. They don’t hesitate to interact directly with the influencer: asking questions, requesting details about a product, or sharing their opinions.
Let’s take the example of mom influencers, a segment that is both specific and extremely powerful. Their ability to create a bond of trust with other parents in search of practical solutions makes them valuable allies for brands in the family and children’s sector.
2 – Their credibility with your targets
The main reason brands turn to influencers is their credibility. They don’t just promote: they tell a story, share a personal experience, test products and give their opinion sincerely. It’s this authenticity that inspires trust.
Today, audiences are more inclined to follow an influencer’s recommendations than to believe a conventional ad. Where traditional media are sometimes perceived as distant, influencers embody a model of proximity. They know how to talk to their communities, understand them and meet their expectations. Their prescription power is based on this sincerity.
3 – A powerful source of inspiration
The content produced by influencers is rich, varied, and above all: inspiring. Whether it’s photos, stories, videos or blog posts, their aim is to move, inform, or make people dream. And it works. Influencers trigger emotions that cause consumers to think differently about a product or brand.
An aesthetically pleasing visual on Instagram or a well-thought-out situational video can radically change the perception of a product. It’s this inspiring content that, in an inbound marketing logic, will gradually lead the consumer towards the act of buying.
4 – Advice and reassurance
Influencers also play a role in providing advice and reassurance. By testing products, giving concrete feedback, explaining how to use them or comparing different options, they help their subscribers to project themselves and make their choice. It’s a mine of information that complements, or even replaces, traditional product sheets.
Today, brands need to reassure and prove their added value. Who better to do this in a natural and credible way than an influencer close to his or her community?
And thanks to indicators on each content creator, it’s now possible for brands to precisely select the profiles best suited to their objectives: engagement, affinity with a target, commercial performance, etc.
5 – How to sell
Yes, influencers sell. And quickly. By encouraging their community to test a product via a coupon, affiliate link or contest, they generate qualified, measurable traffic. The results are often impressive.
An excellent example is the Daniel Wellington operation. By relying on micro-influencers with personalized promo codes, the watch brand boosted its brand awareness and sales in record time.
This ability to transform attention into action makes influencers true business partners. Proving that influencer marketing is no longer an option: it’s an essential lever for any brand wishing to gain visibility, credibility and sales performance. Provided, of course, that you work with the right profiles, in a spirit of authenticity and collaboration. For this, nothing beats the support of an influencer marketing agency capable of effectively managing your campaigns.
