The Role Of Influencer Marketing In Diversifying Your Brands Audience
INTRODUCTION
Influencer marketing can act as a tool to introduce diverse audiences to your brand and its offerings. Social media is a great platform to open your target market to more people and have a more diverse consumer base. Influencers having access to a wider audience base means that more people can see and connect with a brand or a product.
Today, most individuals make purchase decisions that are heavily governed by influencer content. They do their prior research before most purchase decisions, and one of the key sources of information for potential customers is social media, especially influencer reviews.
With content creators spanning different niches and audiences, there are more chances for your product to reach different types of customer bases. The best way to achieve this is by adopting a multiphase, diverse approach to influencer marketing and working across influencers with different types of audiences, niches and content.
FOUR BENEFITS TO KEEP IN MIND
Here are four benefits of using influencer marketing to build a diverse audience base:
Multiple Partners
It is important to ensure that when it comes to influencer collaborations, there are multiple collaborators, rather a select few every time. While long-term partnerships are highly beneficial, a more expanded list of partners can ensure wider reach. Each influencer also has varying niches, follower counts, audience compositions and demographics, which can help tremendously in creating a wider and more diverse consumer base. It is key to onboard multiple partners, alongside content creators who have a longstanding relationship with the brand. Each influencer adds their own flair to their content, which can
Aiming to Work Across Multiple Niches
While each influencer has their own style of content, going across niches can ensure more variety in the style of influencer content. For example, a micro-influencer can take on reviews, a lifestyle influencer can highlight the relatability aspect of the product, while a UGC content creator can showcase different visuals. This ensures innovative and engaging content that reaches more potential customers.
Improved Campaign Analysis
Having a larger selection of partners and in turn content, can also prove beneficial during the analysis stage, as it can exactly pinpoint what type of content is connecting with the audience. This information allows for better comparison and more accurate inferences on what type of content and influencers resonate with the brand’s target market/ potential customers. Such a type of clarity in analysis and dissection can then lead to improved outcomes in the future through better optimization of the influencer marketing strategy.
Wider Feedback
Additionally, influencer marketing with a diverse approach can also lead to key customer insights on what areas of the brand/product can be improved upon. By attempting to reach out to a wider consumer base, a brand can understand what needs to be included or improved, and essentially a taste of what consumers like and dislike about the brand. For example, if an ecommerce fashion brand has adopted a diverse influencer marketing strategy and audiences indicate a demand for international shipping, this can be added and in turn can boost sales. Valuable feedback from a wide audience is a great tool for improvement and can potentially translate to better sales and improved engagement with the target market.
CONCLUSION
Influencer Marketing can act as a highly effective tool that diversifies a brand’s audience. Alongside long-term partnerships, working with multiple influencers across niches can lead to clearer analytics and customer feedback, and allow brands to optimize their approach accordingly. This is an approach followed by many brands in Dubai. As a Dubai-based PR agency, POP Communications has designed diverse and tailor-made influencer marketing strategies for many F&B, Interior and Lifestyle brands. Typically working with influencers across sizes and niches, these campaigns have led to highly favourable results and led to more visibility for the brands, which then translated into sales and improved brand awareness.