Influencer Marketing has gained a lot of steam recently, and we’ve seen a lot of Keyhole clients use the tool for measuring them recently. It can often also be called Advocate Marketing, depending on who plays the role of influencers.

The impact of influencers can be considerably huge for brands, to the point that sometime it becomes a lifeline to their survival of brands. So exactly what is influencer marketing, and why should you make use of it as well as manage it effectively?

Audi Influencer's Facebook Page

Influencer Marketing – The Basics

Influencer marketing is causal term from the word “influence”, which the oxford dictionary defines as this:

“The capacity to have an effect on the character, development, or behaviour of someone or something, or the effect itself.”

In marketing context, one could take this as the capacity to have an effect on an individual about a set of competing brands, and transform the brand’s share of debate into share of market.

Influencers can mean a lot of things depending on the situation.

A person can influence others just because he or she admires a brand and often talks about it through his or her owned medium (e.g. blog). Many times, influencers are people with authority within a particular group of people who share common interest.

Thus, a brand can use influencer marketing to reach its target audience and equally impact them through these important individuals.

Why Use Influencer Marketing?

There are several reasons why you may want to consider influencer marketing over other marketing and advertising channels.

Whereas advertisements sometimes put people off and thus make it difficult for brands to reach their audience, influencers often command high attention from their audiences. [If we had inserted a banner ads on the right side of this blog, would you have noticed them? Likely not. But when someone you know recommends a product personally, you’re more likely to be influenced by this information. According to a McKinsey study, “word of mouth is the primary factor behind 20 to 50 percent of all purchasing decisions.”

Like other channels, there are costs associated with influencer marketing — often an endorsement fee is paid to the influencer to promote or write a review about a product. This cost is often comparatively cheaper than other forms of advertising. Influencer marketing also allows brands to reach narrow niches they’re looking to target, unlike broad channels like TV and radio, which adds to the efficiency and effectiveness of campaigns.

Finally, influence is determined by several factors, and contextual influence is often more important than simply the overall reach of a person. If you’re a marketer looking for influencers, be sure to pay attention to an influencer’s relevance before partnering with them in your marketing efforts.


The Marketing Thought-Leader

When we market events like Content Marketing World, MarketingProfs B2B Forum and others, Keyhole helps us track use of the event hashtag and which influencers are engaging. The Keyhole dashboard has been very helpful for reporting on the impact we’ve had at influencing influencers as they publish content around an event using the hashtag. Keyhole definitely frees up time from manual monitoring and has contributed to the growth of our social footprint.

- Lee Odden, TopRank Marketing Founder

2016-03-17T12:43:14+00:00
When we market events like Content Marketing World, MarketingProfs B2B Forum and others, Keyhole helps us track use of the event hashtag and which influencers are engaging. The Keyhole dashboard has been very helpful for reporting on the impact we’ve had at influencing influencers as they publish content around an event using the hashtag. Keyhole definitely frees up time from manual monitoring and has contributed to the growth of our social footprint. - Lee Odden, TopRank Marketing Founder

The Social Media Professor

My office uses Keyhole for analytics. Good price, great conversation monitor. Saves me at least 5 hours a week.

- Aurora Meyer, University of Missouri Adjunct Professor

2016-03-17T12:50:55+00:00
My office uses Keyhole for analytics. Good price, great conversation monitor. Saves me at least 5 hours a week. - Aurora Meyer, University of Missouri Adjunct Professor

Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free and search your brand below: 

Saif Ajani

Saif Ajani

Co-Founder at Keyhole
Saif co-founded Keyhole. He believes punctuation marks belong outside quotations.
Saif Ajani

Leave a Reply

Your email address will not be published. Required fields are marked *