Influencer Marketing – Coming of Age – Part 1

Published by: Ted Lederer On

Resistance Is Futile

Arthur Schopenhauer is credited with saying in 1818,

“All truth passes through three stages:

  • First, it is ridiculed.
  • Second, it is violently opposed.
  • Third, it is accepted as being self-evident.”

According to a recent article from Mastermind Involvement Marketing,

“Nearly 60% of marketers will expand their Influencer Marketing budget by the end of 2016 – as it becomes more effective at targeting consumers than traditional marketing methods.”

A large media agency in Toronto recently shared with us that over 75% of their media buy requests from the brands they work with are for Influencers. Influencer Marketing has been out there for quite some time – but it is finally coming of age, being recognized (and proven) as a viable channel for marketing. Not only is it viable – Influencer Marketing is proving to be one of the best channels for actually providing attributable ROI – something her predecessors struggle to produce.

The Battle For Audience – Social vs. Search

There are a vast number of social networks out there – and most of them have massive, almost captive audiences, that can be reached virtually any time of the day or night. Paid messaging is posted in social newsfeeds or sidebar ads – and as such, social companies like Facebook have given search companies like Google a run for their ad money. But with Influencer Marketing, trusted experts – many in the form of bloggers – have begun to emerge outside of social networks, creating a mass of faithful followers that trust these experts – who have demonstrated by their blog content, reviews and ever-increasing audiences – that they are credible, trusted and respected within the respective verticals they represent.

Search audiences are discovering Influencers’ content organically – and Social networks have now become conduits through which Influencers’ messages pass to gain added reach. As followers engage in sharing their ‘experts’ content through their social networks, many more eyeballs are given the opportunity to see – and further share – the Influencer’s content. Typically, the share content from an Influencer’s blog will initially only be a ‘snapshot’ on a social post – with a link back to ‘the rest of the story’ on the Influencer’s site, giving the site greater impressions and driving their organic rankings even higher on search engines. Therefore Influencers benefit from both search – and from social.


Up Next… “Influencer Marketing – Coming of Age – Part 2″