These are the reasons why influencer marketing is effective

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The advertising and marketing industry has changed like every other area of ​​life due to digitalization. While television used to be the mass medium, today consumers are best reached via social media and, consequently, via opinion leaders on the platforms. Influencer marketing is effective and Kolsquare knows why.

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Now, promoting products and services with and through famous people is certainly nothing new. But while brands used to associate their products with celebrities, influencer marketing describes the relationship between a brand and an influencer. As Forbes magazine states , “[influencer marketing] allows brands to find and promote directly to their target audience. Consumers are increasingly skeptical of brands and their promotional tactics, and building trust is critical.”

That's what's special about influencer marketing, as it bridges the gap between a friend's recommendation and traditional advertising. Influencers have often built up their (niche) community over years and therefore enjoy a high status of authenticity and, consequently, trust due to their knowledge and expertise on their core topics.

Another thing to keep in mind: TV ad revenue and overall TV viewership are declining as brands shift to online marketing. Recent studies show that social media advertising budgets will likely increase by 11.76% annually through 2026.

Fun facts about the advertising industry
Now, before we dive into why influencer marketing is so effective, here are some fun facts from Smallbizgenius about the advertising industry that you may not know, but can definitely use to impress at your next dinner party or get-together.

Watch manufacturer Bulova aired its first television advertisement in July 1941.
The first radio ad lasted 15 minutes
Chanel has launched its most expensive advertising campaign to date, costing $33 million . The luxury brand paid actress Nicole Kidman a whopping $3 million for the lead role.
Sales of chewing gum ads doubled when the protagonists chewed two pieces of gum at a time.
When you see a clock in an advertisement, it is usually set to 10:10. The clock ha canadian cfo email database nds thus make a smiley face and connect the brand name in our subconscious with something positive.
The strategy of " affective conditioning " is also used , i.e. the linking of two things that in themselves have nothing to do with each other. Thus, detergent advertising often shows babies, sunshine and flowers, thus suggesting the image of a happy family and an ideal world.
Influencers enjoy great trust
Influencer marketing is becoming increasingly important, with 70-80% of users ignoring sponsored search results and 84% expecting brands to create their own content . Influencer marketing can therefore be crucial to the success of your next campaign, especially if you want to target Gen Z and therefore digital natives. This age group is used to consuming online, while also being more aware of issues such as sustainability, equality, human rights and value for money (Springer Professional, 2019).

70 % of users say they trust the opinions of influencers, with Gen Z even more so at 92% . This explains TikTok's success, because influencers are considered very authentic on the platform. Influencer marketing is the closest form of success to word-of-mouth marketing, through which $6 million worth of transactions are made each year. In addition, it generates five times more sales than, for example, a paid advertisement on another medium.