When you are trying to build a brand awareness, or launching a product, it usually takes a long time to build up the hype, brand loyalty and getting your name out there to potential audience. With influencer marketing, you can bypass lot of time consuming part, and get straight to your objective.

Branding is extremely hard to do, but essential to every brands. It requires creative contents and time. This is something that lot of companies, especially smaller businesses, can’t afford to do. Influencers have established community of loyal followers who are mostly likely to react and trust contents shared by respective influencers. If implemented well, this could save tons of money and time for brands. It also works well with younger audiences, major demographic in the age of Internet.

Mercedes Benz is a perfect example of implementing influencer marketing to drive the traffics and to tell their stories in both creative and authentic style. Earlier this year, they have decided to team up with Loki, a wolf dog with huge followers on Instagram, to create beautiful 360-degree video featuring the run through snowy mountains of Colorado with the featured vehicle. The collaboration between the two counterparts were effective in delivering authentic and resonating message to potential customers of Mercedes Benz in a unique way.

Merceds-Benz with Loki (YouTube video)

Branding is extremely hard to do, but essential to every brands. It requires creative contents and time. This is something that lot of companies, especially smaller businesses, can’t afford to do. Influencers have established community of loyal followers who are mostly likely to react and trust contents shared by respective influencers. If implemented well, this could save tons of money and time for brands. It also works well with younger audiences, major demographic in the age of Internet.

Mercedes Benz is a perfect example of implementing influencer marketing to drive the traffics and to tell their stories in both creative and authentic style. Earlier this year, they have decided to team up with Loki, a wolf dog with huge followers on Instagram, to create beautiful 360-degree video featuring the run through snowy mountains of Colorado with the featured vehicle. The collaboration between the two counterparts were effective in delivering authentic and resonating message to potential customers of Mercedes Benz in a unique way.

What is influencer marketing?

Simply put, it’s a word-of-mouth marketing combined with online aspects. Influencers on these digital social media platforms would create contents to talk about your brand or product with their audience to influence their actions. As a result, brand can expect to gain organic traffic or users, which can turn into sales, app installs, or any desired course of actions. Influencers are major driving force behind such initiatives, and they are in a way, acts as storyteller of given topic. They communicate with their audience through relevant and resonating contents to drive actions.

Such marketing are done on popular social media platforms, such as Instagram, Facebook and YouTube. In order for them to associate themselves with brand and perform as temporary (or long term) marketer for brands varies; brand ambassador, product reviews, sponsored-contents. These contents are seen as authentic and come across to their followers as organic contents, instead of traditional paid-ads. As a result, they have higher engagement than paid advertisement and more likely to attract better traffic. They are also targeted to specific audience and tend to perform better.

Why influencer marketing?

According to eMarketer, more than $570 million in influencer marketing spending is expected for Instagram alone. In the same article, nearly half of marketers in the US will increase budget for influencer marketing going forward.

What’s attracting marketing budget to influencers? It’s the authenticity that influencers have and organic traffic. Comparing to their counterpart traffics from paid ads, organic users from influencers are more likely to take actions based on the contents, from making purchases to installing apps. They also have higher retention rate. In some cases, they are even likely to promote your brand to friends and family.

In addition to creating and delivering authentic contents, they also acts as bridge between the brand and potential customer. In any marketing campaign, getting the trust of your customer is paramount in succeeding. Sure, you can spend money and reach thousands of customers but will they take actions? Using the already established community of influencers, brands are able to gain the trust and attention in a relatively quick span of time.

Where can you find perfect influencers for your brand?

You can directly contact the influencers or use influencer agency to search, communicate and help analyze the result. In addition, you would also need to decide whether you would be better fitted to work with 1) influencers with huge following, 2) micro-influencers with targeted audience. For broader marketing purposes, influencers are usually right fit as they have larger following and has more potential reach. However, if you need to target specific audience, micro-influencers usually has smaller, but targeted audience.

How to measure success in influencer marketing

Instagram is the main platform for most of influencer marketing campaign. At the same time, it is very limited in terms of tracking numbers behind influencers and collecting traditional marketing index. Lack of transparency is a big issue around influencer marketing. However, marketers are finding ways to harness meaningful data to get around such limitations. For example, using deep links on Instagram profile bio to track the traffic from given influencer is one way.


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