{"id":9715,"date":"2023-03-26T01:29:18","date_gmt":"2023-03-26T01:29:18","guid":{"rendered":"http:\/\/www.bluehost.com\/blog\/?p=9715"},"modified":"2023-07-27T21:15:54","modified_gmt":"2023-07-27T21:15:54","slug":"is-influencer-marketing-the-right-marketing-path-for-your-business","status":"publish","type":"post","link":"https:\/\/www.bluehost.com\/blog\/is-influencer-marketing-the-right-marketing-path-for-your-business\/","title":{"rendered":"Is Influencer Marketing the Right Marketing Path for Your Business?"},"content":{"rendered":"\n

Celebrity endorsements are an age-old advertising tactic. It’s been around since the 1700s. For example, in the 1760s, <\/span>Josiah Wedgwood<\/span><\/a> used his royal connections and endorsements to sell his Wedgwood brand plates. <\/span><\/p>\n\n\n\n

In the late 1800s and early 1900s, trade cards were used with athletes, movie stars, and musicians to help promote products. Fast forward to the age of radio and black-and-white TV, celebrity endorsements continued to be a common marketing strategy as brands and products sponsor certain radio and TV segments, productions, and shows. <\/span><\/p>\n\n\n\n

While brands continue to work with celebrities, today’s digital world has companies partnering with social media and blogging influencers to promote their products and services.<\/span><\/p>\n\n\n\n

From the busy dad who documented his experiences with his first child to the rising athlete who gives fans an inside look into her life and progress, the average person is skyrocketing their way to stardom through social media, blogging, and other online platforms. <\/span><\/p>\n\n\n\n

Through their content creation and community-building efforts, they become influencers trusted by thousands of online fans.<\/span><\/p>\n\n\n\n

Brands are hopping on the influencer marketing trend like their success depends on it. But influencer marketing isn’t the right path for every business. In fact, for some, it can be a bad investment.<\/span><\/p>\n\n\n\n

What is Influencer Marketing?<\/span><\/h2>\n\n\n\n

Like a celebrity endorsement or sponsorship, influencer marketing is when brands ask specific influencers to create valuable and relevant content around a particular campaign, product, or service. <\/span>TapInfluence<\/span><\/a>, an influencer marketing program and marketplace, defines this strategy as \u201ca type of marketing that focuses on using key leaders to drive your brand’s message to the larger market.\u201d<\/span><\/p>\n\n\n\n

Likewise, <\/span>Traackr<\/span><\/a> says influencer marketing is \u201cthe process of identifying, researching, engaging and supporting the people who create high-impact conversations with customers about your brand, products or services.\u201d<\/span><\/p>\n\n\n\n

Check out these entertainment <\/span>examples from Hubspot<\/span><\/a> to see influencer marketing in action.<\/span><\/p>\n\n\n\n

Thanks to the shift away from traditional advertising methods, brands are turning to influencer marketing to help sell their products and services. <\/span><\/p>\n\n\n\n

It was found that <\/span>61% of people<\/span><\/a> rely on influencer recommendations as part of their purchase decision. And <\/span>40% of people<\/span><\/a> say they’ve purchased an item online after seeing it used by an influencer on social media sites such as Instagram, Twitter, Vine, or YouTube.<\/span><\/p>\n\n\n\n

Why do brands use Influencer Marketing?<\/span><\/h2>\n\n\n\n

In an age where anyone can become an advertiser, we are more skeptical than ever about our online activity and purchases. It has been reported that <\/span>96% of people<\/span><\/a> believe the advertising industry does not act with integrity, with 69% attributing their mistrust to the advertisers\u2019 desire to sell more effectively.<\/span><\/p>\n\n\n\n

With this in mind, we look to our friends and trusted sources for recommendations, advice, and guidance on purchases. In fact, <\/span>71% of consumers<\/span><\/a> are more likely to make a purchase based on a social media reference.<\/span><\/p>\n\n\n\n

When brands partner with online influencers, they want to prove to customers why they are a trusted company, product, or service. With <\/span>49% of people<\/span><\/a> saying they rely on recommendations from influencers when making purchase decisions, it\u2019s easy to see why companies hop on the influencer marketing bandwagon.<\/span><\/p>\n\n\n\n

On top of online sales, brands use influencer marketing to:<\/span><\/p>\n\n\n\n