Linqia: the state of Influencer marketing

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Influencer Marketing, an effective strategy for brands

Who has never dreamed of a miracle solution to promote their products? To generate sales? To easily track your return on investment?

Influencer Marketing is now a real phenomenon. A strategy that stems in part from the emergence of the Web and social networks, it is indeed a method of communication that responds to the major issues facing brands today. We have entered a period of profound market transformation. Consumers on the one hand have changed and are less and less sensitive to traditional methods of communication. The web, on the other hand, has become wide so that it is increasingly complex for companies to have a voice and to give meaning to their message. Reaching and convincing consumers has become a real challenge.

The question this study will answer is as follows:
How influencer marketing is revolutionising corporate marketing strategy?

I) Influencer Marketing: how to understand this phenomenon

Where does this model come from?

Today, we are witnessing a change in context compared to traditional communication models. Consumers are much more attracted to the Web, demanding and difficult to reach on the Internet. Most Internet users prefer recommendations and do not appreciate online advertising (they use ad block software). The challenge for brands is now to find new processes to reach these demanding consumers who are showered with intrusive advertising.

A strategy based on influencers and ambassadors: the future of advertising?

In psychology, influence is the process where a person has an influence on the point of view of another.  Influencer Marketing is about using the reputation, reach and authenticity of an influencer. The influencer has the power to convey a message in various ways (blog, social networks...) to a predefined audience and to substantially influence its behaviour.

What are the different levers of Influencer Marketing?

Through influencers, companies have a wide choice of levers to exploit: Content sponsorship, product placement, unboxing, takeover, web series, event invitations/meetups, free trial/test, giveaways, capsule collections, Buzz Kit…

II) An inescapable strategy for brands

Why brands have adopted Influencer Marketing? Why are they spending more and more money on it? 

Digital has become essential and brands are increasingly trying to reach a quality audience instead of focusing on quantity.

This strategy offers many advantages to companies, especially in terms of data:

• Obtain an ROI (return of investment) that is easily measurable and analysable
• Reach a specific target and get closer to potential consumers: convince a new (or larger) community and gain their trust through the influencer's voice. To make communication more humane, personalized, effective but also enjoyable.
• Benefit from the immediacy and speed of this mode of communication
• Generate buzz and a long-term relationship

What Influencer Marketing challenges do brands face?

To make their influence strategy relevant, companies must be able to identify the most relevant influencers, contact influencers and convince them to collaborate, and measure the effectiveness of their campaign.

A strategy also used in B2B?

Collaboration with B2C influencers is very different from that with B2B influencers: B2B collaboration mainly involves professionals in the field. The nature of the B2B marketing partnership must therefore be as optimal as possible, relevant and targeted as it is aimed to an informed audience (Guest Post, Link Sharing, Sponsored articles, Brand Ambassadors).

III) Nike, Influencer Marketing precursor?

To complete this study, it is important to conduct a case study. A brand that I have appreciated for a very long time, NIKE has been a giant in influential marketing for years.

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