Why Influencer Marketing makes for good PR

The idea of third-party endorsement used to generate a lot of debate in my PR classes. It was around how believable someone ‘touting’ a product or service as great would be when paid for doing so. Companies approach agencies to generate earned media for them.

Public relations recommends platforms for mentions, quotes or features by customers to brands. So they can find their way to potential customers.

Third-party endorsement is the solicited or unsolicited recommendation of a product or service. Influencer marketing is an active collaboration between brands and influencers.

The popularity and reach of these personalities turn people into buyers or advocates. Social media enhances the value of getting individuals to endorse products and services.

Brands seek individuals who can ‘help move the needle and gain buyers’ trust.’

Pop stars and athletes come to mind here. All this makes more sense if they tout products linked with their active pursuits. This has led to the growth of billion-dollar endorsement contracts for famous athletes.

Serena Williams and Tiger Woods endorse Nike and the likes of Usain Bolt tout Puma. In the area of modelling and fashion, Victoria and David Beckham come to mind. They engage potential customers in ways that brands can’t.

Influencer marketing has taken third-party endorsement to another level. Influencers are no longer restricted to celebrities alone. But to ordinary people who have built a decent following on social platforms as well. They form part of the PR strategy as earned media programmes.

Influencer marketing is partnering with individuals who have significant consumer audience and influence. Influencers can help drive scalability via consumer reach, engagement, and content.

Influencers can be anywhere and can be anyone. Unlike the usual celebrities, they are usually experts, bloggers, speakers, authors, or analysts. 'Viral celebrities' if you like.

Their influence comes from their huge following online and in social media. PR helps brands target these thousands if not millions of followers. Exposing your brand to a broad receptive audience through the content influencers create.

Brands use influencers to grow awareness, affinity, and loyalty. They leveraging their established online presence and loyal audience in a particular niche.

Recent research shows that 90% of consumers trust their personal network. Referrals are online 81% of the time and 92% of consumers rely on referrals from people they know above all else.

Prime Influencers’ Freshy Orprecio lists three reasons why influencer marketing works.

“People believe someone who already has established credibility. (They) always look for opinions. We, as humans, it is our nature to look for more options before deciding."

Orprecio says customers always look for where to go, what to eat and what to wear. And hearing those opinions from an authority we look up to, makes the decision making much easier.

The second reason is that people don’t want to 'be sold to.'

“As a business owner, you start your business with all that marketing and sales strategy. These efforts end with the goal of selling. But your target market doesn’t want to be talked into what to buy,” Orprecio says.

We know that customers are always looking for products or services to pay for or buy. An endorsement from other people sets their mind in a frame to buy. They are even more likely to buy when they are already familiar with your business.

PR brings instant trust and confidence to prospects. This might even help them get off the fence of indecision

People tend to believe whatever influencers say. When conveying your message to the public it’s easier to spread it through them to their networks.

Public relations through publicity introduces your service or product to the public. But what counts is not only giving the impression that you are good. But that what you do indeed is good and those that trust you say so.

Lenox Mhlanga is Lead Consultant with Magna Carta Reputation Management, an award-winning PR agency. He has worked as a communication specialist for the World Bank and serves on the council of the Zimbabwe Institute of Public Relations. Contact him at [email protected]