Targeting today’s consumers has turned into some kind of giant, convoluted digital puzzle. You need to ensure that every piece of your marketing meets the needs of your target audience – creating a big picture that’s enticing enough to drive your audiences to act.

Influencer marketing has become a popular technique to target consumers and influence their decision-making. In fact, out of 86% of consumers who used some form of influencer marketing in 2017, 92% of them considered it an effective marketing technique. This makes influencer marketing an extremely powerful tool when used properly.

Influencer marketing can take the shape of Instagrammers, bloggers, or even LinkedIn leaders – any credible thought leader is worth looking into. This form of marketing takes the idea of celebrity endorsement and places it into a modern-day, content-driven marketing campaign.

In this blog post, we’ll explain the reasons why every CPG brand should consider using influencer marketing to effectively target audiences and sway their purchasing power.

Boosts Your Exposure

Influencers will draw attention to your brand. Since they’ve already gained exposure from their own audience, you can leverage theirs to boost your own. Therefore, carefully select influencers who are knowledgeable about your industry and have a personality that compliments your brand. For instance, if you’re a cosmetics company, invest in an influencer who creates makeup tutorials on YouTube or posts about ways to use makeup products on their Instagram page. They’ll promote your brand and products to people who already expect to see that type of content – keeping your content specific to target audiences and boosting your brand’s exposure to new audiences.

Woman holding lip gloss and pointing at it in front of a camera, with makeup spread out on a table

 

Establishes Trust

Consumers trust people more than brands. In fact, 92% of people are more likely to trust a recommendation from another person over branded content. For instance, if a consumer reads rave reviews about a new shampoo they see online, they’re more likely to try it than if they read a branded post about it. Therefore, leveraging influencers is an effective way to to authenticate your message and build trust with your audiences.

Considering 49% of consumers depend on influencer recommendations to make a decision, influencer marketing is crucial in an industry that’s inundated with variations of products and choices. Therefore, build meaningful connections with influencers who are excited to share their story with your product. This will encourage their followers to try it out for themselves, establishing solid, lasting trust between them and your brand.

Cuts Through the Noise

Traditional advertising has been losing steam in this digital age. When users are exposed to popups and banner ads, many remove or block them from their screen. In fact, 40% of consumers use ad-blocking technology to keep ads away. This means influencer marketing is a beneficial way to target audiences, without annoying them during their online experience. Therefore, nurture a lasting relationship with your chosen influencers. Provide them new, upcoming products that they can try for themselves – spiking their interest with your brand and your products. By cutting through the clutter, you’ll keep your users interested and your brand top of mind during every purchase.

Screenshot of influencer Instagram post for Garnier

 

Conclusion

Influencer marketing is a powerful technique when boosting your exposure, establishing trust, and cutting through the noise in a saturated marketplace. Rather than spending a lot on celebrity influencers, keep your focus on micro influencers who have a niche audience that matches your target audience. By elevating your marketing strategy through influencer marketing, you’ll turn a consumer into a brand evangelist.