5 case studies that show how social influencer marketing can help your brand

With social media having matured as a marketing channel, brands are now catching on to the rise of influencer marketing and adding this tactic to their digital marketing mix.

What is influencer marketing?

Influencer marketing is a form of word-of-mouth marketing that focuses on using 'influencers' or 'brand ambassadors' to drive a brand's message to its target market.

Rather than marketing directly to a large group of consumers, brands rely on the idea that potential customers are more likely to be receptive to recommendations from a person they already follow and admire, in comparison to traditional advertisements executed by the brand itself.

Breaking it down, influencer marketing can be seen as a combination of two other forms of marketing: social media marketing (brand ambassadors are expected to promote the brand through their social media pages) and content marketing (either the brand creates content for the ambassadors, or the ambassadors create original content themselves).

The second component aligns with the finding that 70% of consumers want to learn about products through content as opposed to traditional outbound methods of advertising.

Yes, it yields real results

In the past few years, brands have invested in targeting influencers and brand ambassadors i.e. those with social clout to spark conversations and fuel user-generated content, while engaging with their products or service.

More often than not, it has worked very well. And as gratitude for brand advocacy, these individuals have been rewarded. 2016 saw a shift in this dynamic and has had consumers trying to prove themselves to brands to get their attention.

Whether it's a test of skills, creativity, good taste or just competitive fun, watch for consumers going the extra mile to turn heads, all to join an exclusive community of others who have done the same.

According to the Rhythm One, for every dollar spent on an influencer marketing strategy, the average earned media value was $9.60, equating to a 960% return on investment (ROI).

Another study by TapInfluence and Nielsen Catalina Solutions found that influencer marketing not only generates online sales but impacts offline ones too.

Whether it's a test of skills, creativity, good taste or just competitive fun, watch for consumers going the extra mile to turn heads, all to join an exclusive community of others who have done the same.

How is it implemented?

Influencer marketing is a form of word-of-mouth marketing that focuses on using 'influencers' or 'brand ambassadors' to drive a brand's message to its target market.

Rather than marketing directly to a large group of consumers, brands rely on the idea that potential customers are more likely to be receptive to recommendations from a person they already follow and admire, in comparison to traditional advertisements executed by the brand itself.

Breaking it down, influencer marketing can be seen as a combination of two other forms of marketing: social media marketing (brand ambassadors are expected to promote the brand through their social media pages) and content marketing (either the brand creates content for the ambassadors, or the ambassadors create original content themselves).

The second component aligns with the finding that 70% of consumers want to learn about products through content as opposed to traditional outbound methods of advertising.