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The Ultimate Cheat Sheet on Social Influence Marketing

  • 01.10.2016
  • Marketing,News

How many times we’ve been called copycats, when we tried to imitate certain behaviours or actions of our siblings, peers or elders! The labelling made our toes curl as if we did something wrong. But hold on….Copying is not a sin at all. We, as human beings, are programmed to do it…It’s in our DNA!!! Even the most tech-savvy marketers fall back on this human psychology to promote their products. They do it through Social Influence Marketing (SIM) or influence marketing.

Social Influence Marketing is a trending digital marketing strategy. It revolves around the idea that everyone is likely to copy the behaviour and choices of the people they engage themselves with. This is underlined by a new study in the Journal of Consumer Research (JCR), which states that we’re more likely to copy other people’s choices, when we lack social acceptance or enough information to make an informed decision.

What Is Social Influence Marketing All About

As stated in Wikipedia, “Influencer marketing (also influence marketing) is a form of marketing that has emerged from a variety of practices and studies, in which focus is placed on specific key individuals (or types of individual) rather than the target market as a whole. It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers.”

In essence this means that we tend to imitate product or service or activity choices made by others. This is based on the belief that we are taking an educated decision influenced by a trust-worthy person or a social influencer.

Social Influencers – Who Are They?

Social proof marketing completely depends on the social influence that certain individuals (social influencers) exert on the purchasing decisions of others. These social influencers can be people holding expertise in a certain product area or industry, social media and blogging experts, celebrities, thought leaders, etc., who are assumed to hold the needed clout to impact consumer behaviour.

These influencers with colossal and loyal online following can assist in boosting sales and brand image. The relationship between the brand and target audience can be established and reinforced by connecting them to the expert opinions, reviews and testimonials of influencers. Business enterprises try to manipulate the buying decisions of their target audience by ensuring a meaningful online presence of influencers. Influencers can be used to engage and provide value to their prospective clients, who stand perplexed when it comes to taking a well-informed decision.

How Does Influence Marketing Benefit Business?

As aptly remarked by the renowned author and entrepreneur Seth Godin, “Marketing is no longer about the stuff you make but the stories you tell.” This point is reinforced through the success of social influence marketing as a powerful digital marketing tool. Some of its benefits are as follows.

  1. People look for reassurance before committing their money into buying anything. Influencers are best positioned to give them the required assurance, guidance and endorsement.
  2. Social Influence Marketing enjoys esteemed value in the minds of people when compared to traditional marketing and advertising methods. They are treated more genuine and real due to the transparency of social media and prominent blogging sites.
  3. By using influencers to market your product, you are not only spreading the word to your prospective clients but also to each and every follower of the particular blogger.
  4. Influencers can make things happen. Thanks to their powerful social interactions and fan followings. It will definitely help in achieving brand activation and brand promotion.
  5. It also helps in promoting third-party credibility, as happy customers are encouraged to share their joyful experiences with the brand (and product) in their own words.

Example: Birchbox, the New York-based online beauty products merchant, has witnessed considerable brand promotion thanks to the efficient implementation of influence marketing. The online retailer of lifestyle and grooming products roped in eminent lifestyle blogger Emily Schuman, who has more than 260,000 Instagram followers, to curate their May box. The Instagram photos they posted received over 18,000 likes and reached more than 550,000 consumers.

Will Influence Marketing Help App Business?

Brands are aware of the fact that their target audience live online. They are also conscious about the default mentality of people to copy others’ actions (which is known as ‘herd mentality’), and their tendency to put their trust in social proof. These factors give marketers an edge over their consumers’ buying decisions. Majority of consumers base their purchasing decisions after doing research in search engines, and hence, they accept social influence without any deliberation. They follow the same practice before deciding to download an app. Appreneurs can utilise this human psychology to enhance the reach of their app to the target audience.

Marketing through social influencers have more impact in generating popularity and downloads, when compared to traditional marketing channels like ads. Social Influence Marketing is as simple as:

  • Recruit appropriate social influencers
  • Share your message in an impactful manner
  • Promote your brand
  • Increase app downloads
  • Engage active users to make them social influencers

Summing Up

Enterprises are aware that they can successfully grab attention of masses to their brand through influence marketing. This is used effectively to generate conversations, alter outlooks, and finally convince the target audience to take action in their favour.

Watch our blogs for more info on choosing the right social influencers. To keep updated, please subscribe to our newsletter

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