Word-of-mouth has always been one of the most efficient and oldest forms of marketing out there. Research has shown that it affects 20-50% of all purchasing decisions. Logically, any person will trust a recommendation from a person they trust and respect than to any kind of advertising.
People have stopped looking at companies for recommendations as the most of the world has shifted to social media and instead they are looking at other consumers for recommendations. They are also taking advice from the personalities they are following on Facebook, YouTube, Instagram, Snapchat, and other platforms. All of these reasons are pointing that influencer marketing cannot be ignored and is happening right now. Advertising via influencers on social media opens up a huge world of possibilities for marketers. Through influencers, brands can connect and reach consumers more organically, directly and at a larger scale. Any message that is advertised through influencer will be amplified because of the trust and respect they possess in their follower’s eyes.
According to research, Americans are exposed to about 5000 ads a day. This leads to ‘banner blindness’, meaning that people are unconsciously tuning them out, plus many people are using ad blockers and paid services just to avoid ad-saturated media. Traditional advertising interrupts peoples’ experience and that’s why ‘native’ advertising works so much better because it’s an enjoyable experience for consumers.
As a matter of fact, Twitter research showed that 49% of customers and consumers looked up guidance from an influencer on social media, and 20% said that a tweet from an influencer motivated them to share their own product recommendation. Some information that is very important for any marketer is that 40% of users on Twitter stated they had made a purchase after a tweet from an influencer. By using an influencer to get your message out there, you are lending credibility to your brand and making it so much easier to build trust with potential customers.