Peer pressure always had a negative connotation growing up, but today it seems peer pressure might just be the perfect marketing tactic to help brands reach new fans.
 
I’m sure you’ve seen your favorite celebrity post a specific product on his or her Instagram feed and found yourself thinking, If Taylor Swift uses that red lipstick, then I need that red lipstick, too.
 
Welcome to the sneaky world of influencer marketing.
 
Word-of-mouth recommendations have always been one of the best ways to drive sales. Now that the population is spending more and more time staring at their smartphones, social media has become the best place to pass on these recommendations. It’s for this reason that influencer marketing is quickly becoming one of the most effective marketing tools.
 
Here are a few other reasons:
 

Can I get a witness?

When searching for a new skin care product, you want to ensure a particular product will actually clear your skin. This is why when you see a friend post a “before” and “after” photo to showcase his or her face-washing routine, you’re more likely to purchase that product. After all, you’ve already witnessed its positive results.
 
To be honest, we are probably more inclined to believe someone we know who shows positive results of a product as opposed to Jennifer Aniston advertising the latest Neutrogena product for her already perfect face. Do we actually believe that our girl, Jen, is hitting up Walgreens for a bottle of Neutrogena Deep Cleanser? Doubtful. The fact is we trust the people we know. Therefore, if people we follow and trust tell us a product is beneficial, we’re more inclined to jump on the bandwagon.

 
It’s au naturel.

Reaching customers through influencer marketing is a more organic process, meaning you’re not interrupting anyone’s day but instead providing natural content within their own social media experience.
 
After adjusting to the beautiful world of DVR, we all know how frustrating it is when we have to watch our program live with (God forbid!) commercial interruptions. As opposed to traditional advertising, which interrupts the consumer’s experience, native advertising places products and brands in front of you without distracting from your current experience.
 

Show me the (saved) money!

Paying for advertising space can add up on your company’s bill! Whether it’s print advertising in a magazine or newspaper, commercial time on television or even paid advertising online, the cost of advertising is not cheap.
 
Brand influencers can significantly decrease the amount of money you spend on advertising for your products. Often, influencers will be willing to review or feature your product on their feeds in exchange for freebies, which can cost significantly less than paid placements.
 
You might be wondering where to start in regards to finding brand influencers to market your products. There are plenty of tactics to engage and acquire these ambassadors. The first is to mention or tag them in your own content. Another tactic is to praise their efforts in the industry through a curated list of top industry players. Share this list with your followers, in order to grab their attention and respect.
 
In addition, you could also quote their knowledge and expertise in blogs and various content information you share online, or even ask them to contribute content to your blog. Finally, you can comment on their posts, complimenting their style or taste and hopefully leading them back to your accounts.
 
The fact is, influencer marketing is exploding and producing huge results for many businesses and brands. It’s important to understand the clout these unique influencers have and how you can leverage it to benefit your company. If you need help finding and connecting with the movers and shakers in your industry, contact Sage Island. Our team of marketers are experts at finding the people who matter and making them an offer they can’t refuse.   

Mike Duncan co-founded Sage Island in 1997 and since then has evolved the agency’s scope to include marketing strategy, creative design, technical development and a wide range of digital marketing services. With an integrated approach that leverages the power and measurability of the internet, the savvy Sage Island team develops strategies, builds brands, writes killer copy and delivers to clients all over the world. And they have an awesome time doing it. Sage’s collaborative working environment keeps creativity and innovation at the heart of the concept. With a 17-year history in Wilmington and beyond, Sage Island shows no signs of slowing down. To learn how Sage Island can grow your business, check us out at www.sageisland.com. To stay updated on the latest in digital marketing, follow Sage Island on Facebook at www.facebook.com/SageIsland, and on Twitter at twitter.com/Sage Island.