Influencer Marketing. Literature & Language Assignment.

Influencer Marketing
Name
Institution
Influencer Marketing
Introduction
Influencer marketing can be described as a type of marketing via social media that utilizes product mentions and endorsements from influencers (Audrezet, De Kerviler, & Moulard, 2018). An influencer is an individual with a large number of dedicated online followers and who is perceived as an expert within his or her field. This kind of marketing works because of the huge amount of trust that followers have on influencers. Recommendations from an influencer act as a kind of social proof to the potential customers of a certain brand (De Veirman, Cauberghe, & Hudders, 2017). The social networking website Instagram is the most widely used platform for influencer marketing. Influencers have a positive influence on a marketing strategy, and also tend to appeal to the target audience and increase brand awareness.
Literature Review
Influencers Need to be Aligned with Marketing Strategy for it to be Effective
Influencers have to be aligned with the brand’s marketing strategy for a digital marketing campaign to be effective (Jacobson, Gruzd, Kumar, & Mai, 2019). It is good when an influence is considered an expert in their respective niche and engages well with their followers. However, they also need to have some marketing skills. Good influencers don’t just sign a contract and start posting content just to make some quick money (Jan-Frederik, 2019). They also integrate the brand’s content with significant subtlety. When they don’t force sponsored content down their followers’ throats, it boosts their authenticity and likability. It also shows followers that the influencer truly cares about the brand and finds it to be of acceptable quality. A good influencer will take time to align themselves with the brand’s strategy and market its content the right way.
Brand persona is an excellent way to connect with the right audience. An influencer who is a match with the product or service’s brand persona is an ideal way to promote it and show followers it’s truly who the business owner is. If the influencer has the same goals and shares similar values, the followers will definitely figure out the connection (McLaughlin, 2016). No business owner would want a rough-and-tumble and outdoor-oriented blogger to act as an influencer for their elegant, reserved brand.
Knowledgeable, Credible and trustworthy Influencers Appeal to the Audience
Influencers are in a better position to appeal to the audience if they are knowledgeable, credible and trustworthy. No advanced academic qualifications or specialized training is needed to become a top influencer. However, to get a large number of followers, one must have the knowledge to create unique content that stand out from the huge amount competing for consumers’ attention (Lou & Yuan, 2019). To attract and maintain loyal followers, an influencer needs to master a wide range of disciplines, such as writing, marketing, and photography. While content can be consumed almost immediately, creating it is not that straight forward; meaning that the creator has to be quite knowledgeable.
Credibility has for a long time been considered a crucial trait among influential and successful public figures, including influencers. The public is quite good at detecting insincerity and knowing what is true or not. Modern audiences are exposed to commercials that train them how to evaluate what they see or hear for any signs of deception or misinformation (Jiménez-Castillo & Sánchez-Fernández, 2019). Public figures that state one thing and do another are subject to ridicule and criticism, irrespective of whether they are public officials, brand managers, celebrities, or influencers. Authentic and credible influencers who practice what they preach tend to yield more persuasive power, meaning they can better market a certain brand.
Just like credibility, maintaining trust between an influencer and his or her followers is rather necessary. Each consumer decision is guided by trust, ranging from the information they have faith in, the individuals they surround themselves with, and who they trust to guide them in making hard decisions (Jan-Frederik, 2019). Trust is not just vital to the influencer and follower relationship but also that between the business owner and the influencer. That means practices such as being transparent about sponsored content, fairness in product content and reviews, and admitting any errors or mistakes that occur (Jacobson, Gruzd, Kumar, & Mai, 2019). Trust also involves selectively choosing influences that fit with the target audience and its needs.
Influencers Sway their Followers’ Attitudes and Behavior, Boosting Brand Awareness
Influencers are known to sway the audiences’ attitudes and behavior, in the process increasing the brand awareness of a certain product or service. Consumers encounter a lot of advertisements on a daily basis as surrounds them literary everywhere (De Veirman, Cauberghe, & Hudders, 2017). All in all, businesses need promotion and that is why companies are always looking for...