Integrating influencer marketing into your digital strategy | by Harriet Anwyl | Aug, 2023

The one marketing trend you absolutely cannot ignore…

As a marketer, I know that it can be difficult to keep up with all of the latest trends and strategies in the industry. However, one trend that you absolutely cannot ignore is influencer marketing.

This form of marketing, in which brands partner with social media influencers to promote their products or services, has proven to be incredibly effective in today’s digital landscape. According to a report by Mediakix, an estimated $13.8 billion was spent on influencer marketing in 2021 — so if you’re not already incorporating influencer marketing into your digital strategy, now is the time to start.

What is an Influencer?

It’s not just the Kardashians and the Love Islanders!

An influencer is someone with a significant following (not necessarily a large following!) on social media, and the most useful influencers to work with are typically operating in a specific niche or industry. Influencers like UK-based Joe Wicks, a fitness influencer with over 4 million followers on Instagram, have built up a loyal audience in their niche by consistently creating valuable content and engaging with their followers. As a result, their followers trust their opinions and recommendations, making them a valuable asset for brands looking to promote their products or services.

There are several reasons why influencer marketing is so effective. For one, it allows brands to reach a highly targeted audience. According to a case study by Forbes, partnering with influencers helped the brand Daniel Wellington increase its Instagram following from 850,000 to 2.1 million in just one year.

Because influencers typically have a specific niche or industry, brands can work with influencers whose followers align with their target market. This means that the brand is reaching people who are already interested in their products or services, and are seeking out content on that topic, rather than trying to attract a more general audience.