Marketers are seeing the growing demand from audiences to share more authentic and transparent content. They face the constant challenge of staying relevant and competing for attention on the News Feed, which is becoming increasingly more difficult. However, today content creation is no longer just in the hands of brands and agencies, influencers are having a key role in the stories brands communicate.
The Power of Micro-influencers
According to research from Forrester, Influencer - and User Generated Content - helps customers discover and inform their purchase decisions: 37% of customers visit a brand’s website to research products or services, and 49% use a search engine, leveraging blogs, UGC, and reviews to explore product offerings.
Marketers have been building their presence on social media and growing their communities, and half the battle is keeping that audience engaged. They face the challenge of curating content that resonates with the right people. Reaching the right demographic and niche audiences will be a key focus for marketers in 2018. This is particularly why micro-influencer marketing is gaining so much attention.
Partnering up with influencers can help sustain the momentum of publishing new and authentic content. By seeking third party recommendations from influencers, much of those micro-influencers, brands are able to reach new audiences. Celebrity endorsements are expensive and require a lot of production.
We predict that in 2018 we are likely going to see more brands across many industries showcase influencers and micro-influencers in their content strategies. Learn how to build an effective influencer marketing strategy.
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