Influencers – how effective are they really?
That’s the question a lot of fashion and beauty brands, as well as others in different industries are asking.
WWD recently shed some light on the topic by providing stats from a recent study done by L2:
- While 70 percent of brands work with influencers, 90 percent of brands fail to feature influencer content on their own account, missing an opportunity to incorporate influencers more actively in their content strategy
- While mega-influencers can have follower counts in the millions, brands can still generate quality engagement — along with an increased perception of authenticity — by partnering with smaller influencers, whose image reinforces specific brand values
- Because authenticity is so crucial to the way influencer campaigns are received by consumers, anything that detracts from this perception could cripple the effectiveness of the mode
With the continuous rise of ad blockers and the steady decline of print, more brands (fashion or otherwise) should consider implementing purposeful influencer marketing tactics in their strategies.
By working with the right partners (big or small) and when done right, influencer campaigns can make a strong impact on your brand, and should always be in your consideration set for a way of getting your message out there.
Link to the article here.