In recent years, “influencer marketing” has become one of the essential measures in SNS marketing. You can expect great results by having influencers who have a strong influence on their followers promote your company’s products and services. However, if you do it incorrectly, you run the risk of causing a firestorm and damaging your brand image. This article will explain its benefits and precautions when implementing it.
Benefits of influencer marketing
1. Direct approach to target audience
Unlike mass advertising such as TV commercials and web ads, influencers have a strong fan base that specializes in a specific genre (beauty, gadgets, gourmet food, etc.). Therefore, if you use influencers who are compatible with your products, you can gain high engagement without wasting anything.
2. Eliminate the “ad-likeness”
Consumers tend to be wary of unsolicited advertisements from companies, but if they receive an introduction from an influencer they regularly support, they will naturally accept it as “word of mouth.” Reviews based on third-party experiences have strong persuasive power that is directly linked to purchasing behavior.
3. Secondary spread through SEO and SNS
It can serve as a starting point for UGC (user-generated content), show up high in hashtag searches, and can be expected to have the effect of snowballing the spread of information through reposts by other users.
Points to note when implementing (points to avoid failure)
1. Thorough prevention of stealth marketing
What you need to be most careful about is stealth marketing. In 2023, stealth marketing regulations (Premiums and Representations Law) were enacted in Japan. The act of concealing a PR post will damage the credibility of both the company and the influencer. Be sure to include hashtags such as “#PR” and “#tie-up” in an easy-to-understand manner and utilize the “tie-up tag function” provided by the platform.
2. Don’t choose just based on number of followers
It is dangerous to request someone just because they have 100,000 followers. There are also accounts that may have purchased followers (fake followers) or have low engagement rates (rate of likes and comments). Rather than looking at the number of followers, when choosing someone, focus on whether they match your company’s target audience and whether they have a lot of enthusiasm for their regular posts.
3. Don’t force strict manuals on you
PR that forces fans to read word-for-word from a script prepared by the company is unnatural and uncomfortable for fans. It is more effective to share only the essential information you want to convey (functions, price, etc.) and leave the expression and structure to the influencer’s “usual style.”
Summary
Influencer marketing is a powerful bridge between your brand and your target audience. The key to success is building a three-way relationship between companies, influencers, and followers. Let’s ensure transparency and implement measures based on a partnership of mutual respect.