Advertising is effective in communicating the USPs of a brand to its target audience; however, it takes some time to register those USPs in the minds of the consumers.
People tend to react more positively with Word of Mouth (WOM) and other people’s testimonials from their experience with the brand. Hence, the increasing rate of Influencer Marketing in the advertising space today.
The Social Media personality speaks highly about your product to his fans and/or followers, based on his experience with the product.
This builds loyalty on the part of the Consumers, quite faster than the conventional advertising vehicles.
Key categories to benefit from IM are: Technology, Fashion (e.g. Hair Relaxers, etc.), Smartphones, etc.
Influencer marketing is on the rise because of the trust people have in the recommendations from people they see as thought leaders.