The influence of social media on the
decision-making process of purchasing products and services is immeasurable.
The influence of influencers using social media as their playing field is now
And influencer marketing has become a marketing
method that cannot be ignored. But there are cases where both the requesting
company and the requested influencer are not well informed and end up in
So, in this article, we will tell you the effects
of influencer marketing and the reasons why influencer marketing fails. We hope
you read it to the end and use it to achieve results with influencer marketing.
What is influencer marketing?
Influencer marketing is a marketing method that
transmits information about companies and products through influencers.
Influencer marketing is an initiative where a
company asks influencers to advertise and influencers promote their products
and brands through their social accounts. This results in increased company and
brand name recognition and increased sales of their products.
Advantages and disadvantages of
Compared to advertising on TV or in magazines,
influencer marketing has a major advantage of lower advertising costs.
Additionally, since it is recommended by known
influencers, the advertising feeling is reduced and it is easy for users to
More acceptable to users than conventional
One of the benefits of influencer marketing is
that you can push your product to users without them thinking of advertising
Since many users see a lot of online advertising
and have a negative perception of corporate advertising, if the information is
from an influencer who is familiar with it, it may seem like a normal post. You
can let users see your products and services.
Thus, users who skip, skip or hide ads may still
be able to see them.
highly accurate targeting
There are many influencers who specialize in
specific areas such as fashion and travel among the influencers used in
Influencers who specialize in something have many
followers who are experts in that field.
Thus, by using such influencers for marketing, it
is possible to easily reach the target group who are basically highly
interested in products and services.
This is a very expensive marketing and
advertising method. Because it can focus and appeal to a target group that
could be potential customers.
respond to various marketing systems
For influencer marketing, there is an advantage
that you can flexibly respond to different activities according to your
company's products and services, such as the following.
Product supervision and
Thus, it is a great advantage that different
measures can be implemented when expanding products and recognition through
user behavior leading up to purchase
Influencer marketing has the advantage of being
able to easily analyze user behavior up to purchase.
Detailed analysis of user characteristics such as
age, gender, and device used at the time of purchase.
Influencer marketing can analyze user behavior.
It has the advantage that it is easy to connect with subsequent promotion and
marketing applications and it is easy to get a list of potential customers.
of influencer marketing
to pick an influencer
There are different types of influencers. So, it
takes time and effort to select people who match the PR content and company.
But, selection is the key to influencer
marketing, and even though high-affinity influencers are difficult to find,
take your time and select carefully to ensure the success of your campaign.
If it's hard to choose, you can ask a casting
company to introduce you to the best influencers, though you'll pay a usage
marketing risks going up in flames
Stealth marketing is the act of conducting PR
activities for a product so that consumers do not notice that the post is an
advertisement. It is sometimes called "Yarase" or "Sakura".
Steamer discoveries can fire both influencers and
Even if you are not aware that it is a scam, if
you PR in a way that is suspected to be a scam, that is enough to lead to a
Thus, it is a good idea to use hashtags, etc., so
that you are an advertiser or advertiser
Why Influencer Marketing Fails
Influencer marketing, if done well, can expand
awareness in a short period of time and demonstrate excellent cost performance.
In fact, many companies seem to be failing at influencer marketing. Why?
Influencers are recruited based on the number of “Likes” and “Followers”.
Just because you have a lot of likes and
followers doesn't mean your posts are reaching everyone. Some followers are
influencing products for men who are all women, some are of a different age or
nationality than the target, and in some cases, the number of followers is
fake. The numbers do not give a clear picture of the characteristics of the
The number of "likes" and
"followers" is an indicator that shows the influencer's level of
recognition and popularity. But it is not a number that is directly linked to
results. If you don't look at these indicators while selecting influencers, you
won't achieve the desired results.
A small number of people have started using influencers
The primary objective of influencer marketing is
to increase sales and to achieve that goal it is necessary to expand awareness.
To that end, the key is to collaborate with lots of influencers, increase the
number of posts, reach more users and create a sense of déjà vu. New content
appears and disappears on Instagram one after the other, and the lifespan of
each post is shortened. So, to be recognized by users, a certain number of
"posts" is required. And of course, to secure the number of posts, we
need the cooperation of as many influencers as possible.
You may not understand the cost breakdown when outsourcing
Outsourcing influencer marketing can be expensive
because the agency takes a cut. The cost to be paid to the agency is calculated
by the calculation method "number of influencer's follower's ×
value", the so-called "follower unit value". But each
organization determines the share independently. Thus, there are many cases
where it becomes a black box and the price is higher than if you ask the
influencer directly. When asking an agency, you should check the cost
Tips for doing influencer marketing
the right influencer
The most important thing is to choose an
influencer that matches your image.
What kind of followers do you have and what kind
of activities do you usually do? What kind of image do the world and its
followers have? If there is a mismatch between your company's product image and
the influencer's image, it can lead to unexpected antipathy or mistrust from
Also, it needs to be clarified whether the person
is strongly educated or not.
It is also important to pay attention to whether
the customer will like the product for which we are requesting a promotion.
hung up on the number of followers
While choosing an influencer, you have to care
about the number of followers to some extent, but it does not mean that the
number of followers is high.
Some of them are buying followers, so they don't
get the impact they hope to get stuck in numbers.
It is important to identify influencers to
solicit by emphasizing the affinity between the company and the brand and the
relationships with influencers
The success of influencer marketing largely
depends on whether the company has built a strong relationship with the
Companies that just want to launch their products
and services often do not get the expected results.
Instead of leaving the content to the PR company
and the influencer to elaborate on, build a certain amount of depth of
understanding beforehand so that the PR post doesn't match the objective.
By doing this, you can get more effective
Influencer marketing has become a major marketing
method in recent years.
Many companies are incorporating influencer
marketing into various media, so please use it to PR your products.
We run influencer marketing, social media
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