There is nothing more important than content in marketing. This is what attracts people to know more about the product and brand, which signifies the identity of the brand. Without relevant, interesting, and informative content, it is almost impossible to enjoy brand awareness from your target audience.
If you want to be one of the favorite choices for any product, you would have to periodically post engaging content that compels people to buy from you. However, maintaining an independent team for content creation is easier said than done.
For this, you need to have an experienced team that works full-time to create content that intrigues and inspires. They create all sorts of content- images, videos, infographics, GIFs, blogs, etc. Most big brands have their own marketing team that creates content in-house. Some prefer outsourcing this work from a digital marketing agency, while yet others do so themselves without the use of professionals.
No matter in what way the content is developed, what actually matters is how engaging your content is. Mostly, content from brands isn’t seen as effective as User-Generated Content (UGC). There are millions of pieces of content in every type (text, GIF, video, and image) shared on social media every minute by users all around the world. These are normal people, just like you and me, who want to share something that's in their mind. This could be where they went, what they did, some of their achievements, their experiences, and so on. This is User Generated Content (UGC).
Whenever anyone logs into their social media accounts, they expect to see content that entertains, informs, and intrigues them. Here is where UGC is crucial to marketers who want to use it to promote their products.
But the question then arises, how do you connect with your target audience with interactive UGC content that they would love?
One answer- an influencer.
If anyone purchases any electronics, let’s say a TV, what do they do first? They either ask their friends and acquaintances which one to buy or check out for independent comparisons and reviews online.
People trust their influencers- they are seen as friends who genuinely want to help. Many are seen as role models. Even if they promote a product, the influencer’s followers trust them and think that they are against assertive advertisements seen across marketing platforms.
Influencer marketing in 2021 has become a multi-billion dollar industry. There are influencers for every niche- beauty, fashion, sports, fitness, automobiles, home décor, and so on. Once you get a hold of the right influencer, you can get him to create content that you could use, which you could post on your social media handles as well as your website.
A truly dedicated influencer will always make sure the content which he posts online is informative, interesting, interactive, and adds value to his followers. With this, the followers interact with the content in the form of likes, shares, and comments. Influencers work hard to create an organic following that engages with their content.
For brands, this means getting access to a large pool of potential customers which matches their target audience. Brands can tap the goodwill the influencer enjoys to promote a product that solves a certain problem they face.
Brands don’t need to use influencers that have a large engaged following. Cosmetic major L’Oreal UK asked 2,000 UK-based women between the ages of 20 to 55 to use their latest detox cream and post their reviews of it on various social media channels like Facebook, Snapchat, Instagram, Pinterest, Twitter, and YouTube. The campaign saw women of all ages posting their reviews about the product, giving L’Oreal and its detox cream unprecedented publicity. In total, more than 5,800 content posts garnered a reach of more than 700,000 impressions.
For Loreal, the main aim was to garner impressions and engagement, which they got in droves. This 3-month social media campaign had almost nil cost but helped L’Oreal increase sales by a whopping 53 percent.
This influencer marketing campaign helped L’Oreal make influencer content a great content-generating machine without spending a dime. This is the power of influencer marketing.
Many brands brainstorm ideas to launch an influencer campaign that they can use to garner publicity in the best way. The best part is, they just have to give the guidelines to the influencer to produce content. It is the influencer who uses his innovation and skills to create engaging content that goes viral and helps spread the marketing message.