Influencer and PR Marketing

A Social influencer is someone who has gained a large following on a certain social media platform and has a huge sway in how they ‘influence’ others to be. Influencers are looked at by their audiences for their recommendations, and what they say is very powerful, for people on social media tend to look to them as models of behavior and trust their opinions largely. The most convenient thing about this is that their content isn’t even contained to just their followers, but often reaches their followers’ audiences as well, thus having a large reach.

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Public Relations and Brand Identity

Public Relations is concerned with the image your brand has in the sphere of consumers, how your brand is perceived is essential. It is about building mutually beneficial relationships between brands and their customer base. Brands hire PR specialists to create an image that portrays the client’s reputation, idea, brand, whatsoever in an attractive way. Advertisers prefer to tell their stories through paid methods, PR specialists use unpaid media. This makes it more trustworthy in the eyes of customers.
Having good PR and influencers marketing go hand. Research has revealed that influencer presence increases the success of your advertising by 54%. Social Media Influencers have a lot of credibilities. It is a good strategy to involve them in your PR campaign, they can become ambassadors for your brand too. Influencer Marketing strategies tend to focus on building popularity and getting sales, PR goes hand in hand with that, it is about keeping a good overall reputation for your brand.
These unpaid avenues of marketing, such as social media, are especially effective when it comes to building a good rep. For when it comes to PR, you are not trying to reach potential customers, you are ideally trying to reach everyone. Influencers come into this as they already have established and desirable reputations, which will latch onto your brand once you collaborate, and will ultimately help you get your word out.

Influencer Marketing

Influencer marketing involves three strategies; hire, inspire, or perhaps something in between. You can pay influencers to put up sponsored posts, advocating your product, mostly these are paired with discount codes and involve a photo of them posing with your product. Another method is to hire them to be brand ambassadors, and continuously promote your product and be the official spokesperson for it.
You can also gift samples of your product to the influencer, and if they like it they’ll publicly endorse it on social media. You can also collaborate with the influencer to create new and engaging content for your own or theirs or maybe even a third party website.
Another popular strategy is to host contests and giveaways. A popular method of doing this is to ask viewers to like and comment, or tag a friend, to be entered in a giveaway, it works like a lucky draw, one participant will be chosen at random and win whatever prize was offered.

More popular than other Celebrities?

It can be argued that nowadays, it is the era of social media, and social media influencers are perhaps even more famous than actual celebrities, mostly among millennials and Gen-Z though. A recent study has revealed that a product advocated by an influencer is even more likely to be successful than a product endorsed by a mainstream celebrity by up to 30%.

Consumers Are Wary of Paid Advertisements

In all forms of marketing, paid advertising will always be viewed with doubt. The gist of it is that people are not looking for advertisements, they need something interactive, something they can relate to. Research done by Adblock has shown that people are sick of ads slowing down their webpages and tracking their online activity.
This is where influencer marketing succeeds. It focuses on connecting with the customers. Since Influencers also have to uphold their credibility, they mostly only endorse products they have used themselves and have been satisfied with. Therefore, of course, the ad would be seen as less than completely honest when the advertising is paid for.

It is very Trackable

For a very long time, properly documenting and following the success rate of a PR marketing campaign posed a challenge to brands everywhere. However, with the onset of strategies such as influencer marketing, seeing the success of a PR campaign has become a lot easier. One of the largest upsides to using Influencer marketing is how accurately your campaign performance can be measured. This can be done through a variety of customer interaction tools such as likes, comments, and tags, etc.
A good example of this is the Swedish watch brand Daniel Wellington, they increased their worth from 15,000 dollars to 220 million in four years, as of 2015. They also gained 3 million followers. All through influencer marketing. It is a common tactic to partner with social media, and send them free samples of whatever your product is for them to try out, and then in turn promote on their social media.

Cost-Effective Marketing Tool

For most PR pros, preventing their advertising budget from going overboard is a delicate matter. However lucky for us, influencer marketing offers a personalized, relatively affordable, and effective way to bond with the demographic. Research has revealed as of late that 22% of surveyed marketers believe that this is the most cost-effective marketing tool.
The research also showed that influencer marketing has a very high ROI rate. It brings in an average return of up to 6 times what was put in.

Conclusion

Social media influencers can help you broadcast your message to a wide audience across different platforms. From making trustworthiness for your brand to successfully making a loyal consumer base, there are many advantages to using this method of marketing.

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