Why Organic Influencers are the Future of Influencer Marketing
The key element behind any effective form of marketing is one simple thing; influence. Influence is the fundamental metric by which marketers assess the impact and potential of any campaign. There is a common misconception that the reach of a person or a particular medium is the determining factor of a marketing campaign's success. That is however proving increasingly not to be true. With the surge in ways by which marketers can now advertise products and services, people are becoming increasingly desensitised to generic advertisements conforming to conventional standards that have become all too commonplace in this day and age.
Authenticity is the one thing that marketers and influencers alike strive to achieve in their work. It is generally regarded as the crucial ingredient to having a considerable influence. It is also the reason that certain micro-influencers may have a relatively larger impact than their macro counterparts. With influencer marketing specifically, some brands tend to produce their own content and demand that the influencers publish it completely untouched. That happens to mostly be the case with larger influencers when they are approached by large brands that are counting solely on their name recognition to push their product or service into the mainstream. Though it may, to some extent, be effective, it comes at the expense of the influencer's credibility and trustworthiness, which in the long-run diminishes their influence. This is what makes organic influencers stand out as the future of the industry.
What is an Organic Influencer?
An organic influencer is someone who has cultivated their influence and public persona purely through the merit of their content and style. Organic influencers tend to start out as ordinary social media users and grow gradually to become widely-recognised figures. Their popularity and fame rise gradually through their prowess in content creation without other external factors as is the case with celebrities from different fields (such as: acting, TV, sports, etc) and happen to have a social media presence. Organic influencers also tend to be have a relatively modest following comprising of loyal and highly-engaged users.
The Trust Factor
The influencer marketing industry has become over-saturated with macro-influencers posting virtually identical content to one another, often for the same brands. This practice can be seen implemented almost routinely by some influencers which has consequently led to a dramatic loss in consumer confidence. An organic influencer is seen by their followers almost as an online friend or muse from which they can derive inspiration and take style advice, making their interaction with them more attentive and sincere.
A recent study by Stackla found that people are 9.8x more likely to purchase a product they see their friends wearing online as opposed to a traditional social media influencer. Organic influencers are the real people who buy products they like and feel best represent them; they are genuine advocates for the brands they buy from. That is easily noticed by their followers who are hence more attentive to the products they directly or indirectly endorse.
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