The Rise of Influencer Marketing
Instagram is the go-to platform for influencer marketing, where people with a significant following promote a brand’s products or services in their posts. This trend is gaining more importance by the day as the majority of marketing budgets are now being spent on influencers. Up until now, the emphasis was on finding influencers with a massive following, but that’s no longer a guarantee for success. In fact, in 2020, there has been a shift towards ‘nano-influencers’ – those who have a smaller following but are much more engaged with their audience. Hence, businesses are now more interested in micro level influencers who have a more authentic impact on their following.
The Importance of Authenticity and Engagement
In the past, brands would commonly invest money in buying followers to increase their follower count. This method is no longer foolproof. Today, the number of followers is just a vanity metric, and brands have started shifting their interest towards more authentic engagement metrics such as likes, comments, shares, and story views. Engagement is the new mantra that brands are emphasizing on. An influencer with a lower following but high engagement rate is a much better investment than someone with a massive following and low engagement rate. Users want to relate to the person behind the profile, and a larger following doesn’t always equate to a meaningful connection
The Role of Instagram in Influencing Purchasing Decisions
Instagram is a part of our lives in one way or another. We are exposed to products, services, and lifestyle choices through this platform. It has become the channel that significantly impacts our purchasing decisions. That’s why brands are desperate to find influencers who can influence the audience and encourage them to purchase their products. To achieve this, they aren’t only looking for the right influencers, but they’re also studying the audience to understand their preferences, wants, and needs. Buying followers is irrelevant in such a situation.
The Importance of Targeting a Specific Audience
Brands no longer want to target everyone on Instagram. Instead, they are interested in specific audiences that match their target consumer profile. They want to create niche campaigns that relate to their target audience, and influencers are essential to this process. Brands are seeking out influencers who perfectly fit their target consumer profile. The aim is to create authentic relationships between the influencer, the brand, and its audience – not just attain meaningless follower numbers. Fake followers are redundant here.
The Increase in Social Media Relevance
Social media is becoming more integrated into our everyday lives than ever before, from news to shopping, mentoring, and even attending events. Social media platforms are constantly introducing new features to boost social interaction and spirit. Instagram too continues to introduce features like IGTV, Instagram Stories, and Reels, which make it an even more critical social media platform. This growth of relevance and emphasis on high-quality content to provide value to the audience, makes the concept of buying followers inconsequential.
The Way Forward
Social media platforms are getting smarter and so are the users. The focus on authentic relationships by leveraging micro-influencers, real engagement and creating a niche audience has become the new norm. Increased social media relevance has paved the way for engaging content. Buying followers, therefore, is an outdated strategy and will not be sustainable in the long run. Brands need to focus on partnering with genuine personalities who have a connection with their target audience and develop real-time relationships with them. In a world of social media, humanization has become critical – and the future lies in nurturing real connections. Looking to expand your understanding of the topic? Visit this external source we’ve selected for you, containing supplementary and pertinent details to broaden your comprehension of the subject. buy instagram followers australia.
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