The influence of influencer marketing

To suggest, as Bob Dylan once did, that “the days when they change” would be as true today as it was when the song was first released in 1964.

Indeed, change is something of a constant and in the wake of the pandemic, it is only accelerating. Perhaps one of the areas where we are seeing the fastest development and demand for adaptation is in the field of marketing.

Gone are the days when a TV ad or newspaper ad was the only marketing asset a marketer could spend their time and budget on.

Today’s millennial and Gen Z demographic desires and demands engagement and authenticity from brands and companies jostling for their consideration. To meet this demand, a more refined and multi-faceted marketing strategy is needed.

One of the major factors driving a move away from the more traditional forms of advertising of yesteryear has been the growth and adoption of influencer marketing.

Although influencer marketing has not fully replaced other forms of advertising, such as advertisements and digital ads, many believe that influencer marketing has an advantage over other forms of advertising that do not. simply can’t be beat.

And that advantage is credibility.

Hubspot, an American developer and distributor of software products, suggests that the main reason for the shift from marketing investing their budgets in digital ads to investing in influencer campaigns is that influencer marketing works: “It uses tactics like word-of-mouth marketing and social proof, which are now essential aspects of any successful marketing strategy Customers trust their peers, friends and people they admire more than the companies that sell the products and services they buy and use.

Due to the human element of influencer marketing, there is an inherent degree of reliability that digital ads cannot compete with. The term “banner blindness” was first coined in 1998 by psychologist Jan Panero Benway, who conducted various website usability tests and concluded that users have a degree of selective attention by which they knowingly or unknowingly ignored information presented to them in online advertisements, particularly banner ads.

While there are ways to try and design digital ads that hopefully stand out from such a thing, a 2013 study by Infolinks found that 86% of consumers suffer from banner blindness.

It seems plausible to suggest that since then banner blindness and other challenges, such as ad blockers ( reports over 760 million people use ad blockers), traditional and digital ads remain significant and – most likely – increasingly difficult to overcome. .

While the benefits of influencer marketing are undeniable, from its high conversion rates and increased brand awareness to its potential for significant outreach to new audiences, there is still an argument to be made that the best approach is a combination of several. forms of advertising – one and a strategic influencer campaign that works alongside digital advertising, and even other more traditional forms, depending on the target audience.

And while the other elements of your marketing mix are up for debate as to whether you choose to include them, the one element that has become non-negotiable is the influencer element. Potential customers are already invested in what an influencer has to say because they chose to follow them because of common interests.


Human connection is a powerful tool when put to work to spread the message about your brand and products. Advocacy for you by an influencer puts a potential consumer further down the sales funnel faster than other ads, making them more likely to click on your digital ads or take notice of your TV ad, long before the seven times they usually need to hear your marketing message.

Times and consumer audiences are changing, and so are their behaviors and demands, which continue to evolve at a rapid pace. The benefits of having a human element in your marketing, an influential face that communicates your brand story on your behalf, is invaluable.

And while the allure of fame may seem too good to ignore, consider digging into up-and-coming nano and micro-influencers to stay current and reap the rewards of greater organic engagement, securing your brand and its message. . remain a priority today and in the years to come.

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