Ad blockers block 50% of traditional display advertising. As for those who haven’t installed one, they simply don’t click anymore, their brain having learned to ignore these unwanted intrusions. Influencer marketing arrived in the nick of time and has allowed brands to regain the attention of their consumers. Behind this success lies a profitable collaboration between advertisers and influencers. Let’s explore the reasons for this success.
The brand reaches a precise and already convinced audience
Display advertising platforms or even social ads such as Facebook ads can target your consumers with surgical precision, including their exact age, location, or their supposed interests. Add to that the retargeting algorithms, and you get a weapon of massive
Enter ad blockers, and all these advances were suddenly rendered inoperative. Influencer marketing emerged as the quick fix for advertisers to regain access to their audience. But does it allow such precise targeting of that audience? Not exactly, but maybe it’s better that way, you’ll understand. A brand can choose a priority audience and focus its advertising efforts on it, which has even been encouraged for a long time, because targeting overly broad audiences in a display campaign is too expensive (it takes millions of impressions to generate a few clicks).
For example, a make-up brand will have excluded all men from its targeting, a football brand all women, a rap label all seniors… And yet, there may have been potential consumers who are sacrificed on the altar of maximizing the conversion rate.
The magic of influencer marketing is its ability to reach all your potential consumers, without excluding those who, on paper, don’t constitute a relevant target and at no additional cost. Indeed, by choosing a partnership with an influencer or a popular blogger, you reach their fans:this is targeting based on affinities rather than demographic criteria. On a yoga blog there are mostly young women, but also some seniors and some men, who might be interested in your detox products.
In short, it’s a qualitative approach, where the purely data-driven operation of display platforms would be severely limited.
A non-intrusive advertising mode for the brand
Influence marketing is the native advertising form par excellence. It fits in a respectful way with the user’s content flow, without disturbing their browsing as could a pop-up window.
Typically, a sponsored article is not only non-intrusive, but it can and should be a pleasure to read, or otherwise be useful to readers. The blogger writing the article retains their editorial line and usual style, the one for which their readers come to visit the site. In addition, the advertiser benefits from the relationship of trust between the two.
A source of revenue for influencers
Of course, the winners are not only the advertisers and the consumers, but also the intermediary in the deal, namely the influencers. The most popular, mega and macro-influencers, have found in it their main source of income. As for the others, micro-influencers and the smaller bloggers, they’ve found a way to make ends meet by sharing their passion.
Traditional advertising revenue is essentially for multinationals, Facebook and Google in particular. In France, combined, they capture 90% of mobile advertising investments. At the same time, they’ve also become champions of tax evasion, the majority of their taxes not being paid in France. So, we can be satisfied that influencer marketing’s advertising revenues go primarily to creators, who in addition contribute to the growth of your sector by nurturing active communities.
An opportunity for influencers to collaborate with their favourite brand
The partnership between brands and influencers is not just financial. There is often an admiration and respect felt on both sides. Moreover, an influencer worthy of the name won’t cover a product or service in which they don’t believe. They’re always free to refuse a partnership, anxious to maintain the trust of their audience. Sometimes it’s also an opportunity for the influencer to realize their dream by covering their favorite brand. In this case, it’s a win-win partnership!
In the same way, the advertiser is encouraged to choose a creator in line with the values of the company. So, whatever might be said, influencer marketing is also a reflection of an authentic affinity between the brand and the influencer! It’s also in that case that it generates the best results.