Ambitious companies seeking to establish themselves as a market leader and fast-grow revenue are tasked with developing influencer content that gains traction organically.
Despite a perceived decline in actionable marketing strategies on hyper-competitive Facebook and other social media platforms, organic reach is still where it’s at if you understand how to adapt and overcome certain challenges.
Adapt and Overcome Ad Blocking
Upwards of 600 million electronic device users have implemented some form of ad blocking. That attempt to weed out unwelcome advertising has cut a hole $22-billion deep into ad publisher revenues. Ouch!
Fortunately, influencers are far-better received than standard advertisements. Because people view influencers more positively, they are inclined to attract consumers and turn sales.
According to recent Nielsen data, more than 80 percent of buyers are swayed by peer recommendations. Once a key influencer blesses a product and promotes it within their community, consumers become more receptive to organic and paid advertisements. That makes influencer collaboration a powerful marketing tool for upstart and established brands.
Extreme Information Overload
If you subscribe to the statistic that upwards of 90 percent or 2.5 quintillion bytes of global data emerged in the last 24 months, then consider the extreme overload everyday Internet users are suffering. The phenomenon is like a non-stop cacophony of construction noise jack-hammering every brain cell. Ultimately, people simply have no choice but to tune out.
In contrast, influencer content steps outside the fray because it remains focused and welcome. The specialized message and personally-aligned messenger tends to be anticipated and sought out. In the midst of unrelenting noise, influencer content is like a friend leaning over to whisper in your hear.
Google And The SEO Challenge
Bloggers have been pushing the SEO rock up a Google hill for more than a decade. The mega-search engine continues to update its algorithm and platform at every turn. Some view the ongoing changes as a way to improve customer satisfaction. Others think Google just hates SEO targeting.
Whether or not Google loves or hates SEO, it’s a sure bet they like influencer content. These posts enjoy credibility and give users a sense of satisfaction because they reach credible resources. Keep in mind that anytime you run a Google search, you are a Google customer. Tapping into useful and expert-written research and opinions validates customer usage. In other words, influencer content is a win for Google. That makes it a win for brands and marketers.
Brand Trustworthiness Is Waning
It may be difficult for brand makers and marketers to wrap their heads around, but a great many consumers do not trust them. Recent studies show that about 42 percent harbor distrust in brands and nearly 70 percent are skeptical about brand advertising. In contrast, 40 percent of Millennials put greater faith in influencers. Simply put, people believe the influencers.
Is Organic Social Media Marketing DOA?
According to sources such as MareketingLand, the organic marketing reach on Facebook has dipped more than 50 percent. Others, such as Digiday, say it’s just DOA.
But those statistics and beliefs are arrived at by taking organic reach in its totality. If one were to separate out the success or connection rate of only influencers, a vastly different tale would be told. Influencers come with a built-in audience willing to give them the benefit of the doubt. They are also considered experts on many topics and that sets them apart from an advertisement that looks more like bait than an opportunity. Organic reach is alive and well, but archaic advertising method users may want to order a tombstone.
By working with key stakeholders that move well-received influencer content, companies are far more likely to enjoy the revenue uptick they desire. Organic reach can still produce a healthy yield, brands just need the right influencer to plant the seeds.