By: Julia Fitzgerald, Senior Account Manager
Influencer marketing has become a big part of marketing strategies across multiple industries, yet remains uncharted waters to many PR professionals. So what’s all the fuss about? Why are brands of all sizes and niches investing in influencers?
For PR agencies, understanding the appeal and power of influencer marketing is essential. Here, we’ll break down why influencer marketing has become such a powerful tool and how we can leverage it for maximum impact.
What is Influencer Marketing?
Influencer marketing is about partnering with influential individuals who have a dedicated social following that impact their audience’s opinions, behaviours, and purchases. In short, influencer marketing is redefining how brands communicate, connect, and convert.
Influencers range from macro-influencers with millions of followers to micro- or nano-influencers who have smaller but highly engaged audiences. Brands then collaborate with these influencers to promote products or services through an effective and personalised approach.
Why is it so effective?
Many of today’s consumers take recommendations from individuals they trust over traditional brand messaging. When influencers promote a product, it’s more than just a standard ad.
Influencer marketing also isn’t confined to one platform. This allows PR agencies to create campaigns that work well for different types of content, from an Instagram post to a YouTube review or a TikTok video.
While traditional ads may generate large impressions, influencer marketing has the power to drive real engagement. It sparks conversations and encourages interaction. This gives followers the chance to ask questions and make purchases in a less one-sided approach.
How can PR agencies leverage Influencer Marketing?
As PR professionals, tapping into influencer marketing can give agencies an edge. Here are some strategies to make the most of it:
Identify the right influencers: Bigger isn’t always better. PR agencies should focus on finding influencers who align with the client’s brand values and target audience
Focus on long-term relationships: While one-off collaborations can be effective, long-term influencer partnerships are more impactful
Metrics matter: While reach and impressions are useful, pay close attention to engagement metrics like comments and shares alongside ROI
Stay ahead of trends: This allows PR agencies to keep campaigns relevant while ensuring their clients stay ahead of their competitors.
Connecting with new audiences
Despite its popularity, influencer marketing is still approached with hesitancy. When done correctly, it is accessible to brands of all sizes and can go beyond social media, supporting them with content creation, blogs or event appearances.
And remember, high follower count also doesn’t always mean success, as those followers don’t always translate to engagement or conversions. Therefore, PR agencies should prioritise influencers with engaged audiences over inflated numbers.
Influencer marketing isn’t just a trend; it’s a major part of the modern PR toolkit. It provides brands with a unique way to connect with audiences, and by staying strategic, PR agencies can use influencers to create meaningful relationships, foster brand loyalty, and drive real results for their clients.