Blether Digital


6 Reasons Influencer Marketing Works

Influencer marketing has been dubbed the “next big thing” in the digital marketing world, but why? The Shelf, an influencer marketing platform, conducted research that shows a whopping 92% of consumers are more likely to trust recommendations from other people as opposed to branded promotional content, even if they don’t know them personally. Influencers are everywhere nowadays and their reach can be adapted across numerous platforms for marketing purposes, providing a ready-built, loyal audience ripe for advertising your business to. Here are six reasons why you should be considering adopting influencer marketing as part of your marketing strategy…


It’s social

Social media dominates the world we live in from both a business and consumer perspective, with influencers working as a bridge between the two. According to Smart Insights, 37% of the global population are active social media users, making brand visibility on these platforms key. By working in partnership with the right influencers, brands can ensure their products are seen by the right people, in the right way, at the right time and take advantage of the power of social media.

It helps build relationships

Engaging and interacting in the online world can help consumers build those ever-so-essential relationships with your company, and influencer marketing can go a long way in boosting this. Word-of-mouth marketing is increasingly important in the social media age and by encouraging influential figures to promote your brand you are not only expanding your reach but also creating and improving relationships with their followers – who just might be your ideal consumers.

It has a receptive audience

People follow influencers because they can relate to them and ultimately trust their recommendations. These influencers provide loyal networks of followers who are interested in what they have to say, making them the perfect receptive audience for your advertising communications. Many influencers boast niche audiences allowing for specific, targeted collaborations that have a much higher chance of reaching the right people for your product.


It’s cost-effective

There is a never-ending supply of influencers out there, each with their own audiences and strengths. This competitive market allows for cost-effective collaborations to be secured to great effect. Traditional advertising can be pricey in terms of the return on investment, but according to The Shelf’s study into influencer marketing conversions can be as much as 3-10 times higher when sharing content through prominent influencers.

It beats the ad-blockers

Consumers are exposed to paid advertising placements numerous times a day, and they’re sick of it. Internet users are turning to ad-blocking software to ignore the paid promotion on both desktop and mobile devices, so it’s no wonder that brands are looking for ways to beat the block. Influencer marketing, a native form of advertising, allows brands to place themselves within the content that a user wants to read, in turn boosting both the consumer experience and the brand exposure. Research by Dedicated Media suggests that purchase intent is 53% higher for native ads, with users being considerably more receptive to relevant content as opposed to intrusive banner advertising.

It boosts SEO

Influencer marketing can play a big part in improving your social ranking, as social mentions account for a huge number of search results. When searching for the world’s top 20 largest brands, a whopping 25% of the search results consist of user generated social media content. Ultimately, the more people that are talking about your brand online, the better you’ll rank, so using influencers to start conversations about your product can be incredibly beneficial to your SEO.

To ensure your influencer marketing strategy is a success, it is essential to understand what exactly you want to achieve and invest your time into researching who can help you effectively reach these goals. One size doesn't fit all, so it requires a tailored approach, but when utilised effectively it can yield brilliant results for your business.