As a previous article advanced, one of the reasons why
brands opt for influencer marketing
is trust.
It has already been stated that this strategy is effective
because shoppers trust the opinions of others. However, the research by Edelman showed that global consumer
confidence in authoritative sources fell at a rapid rate in 2020. Thus, a lot
of brands decided to turn to micro-influencers. The latter are considered to be
more realistic and trustworthy. This finding is supported by another study
conducted by Cassandra, a marketing research firm. It advanced that 89% of Gen
Z and millennials are inspired by influencers whom they can relate to instead
of celebrities.
Another reason why e-commerce companies leverage
influencer marketing is affordability. According to a survey, the cost of
engaging influencers is very affordable if you opt for a nano-influencer (1,000
to 10,000 followers) or a micro-influencer (10,000 to 50,000 followers). They
might charge as little as $10 per post on Instagram and the maximum charge is approximately
$500. On TikTok, the rates vary between $5 and $125, and for Facebook,
the range is from $25 to $1,250 per post. As logic goes, influencers with a
large audience will charge more for their services, as is the case with
celebrities. However, most e-commerce brands’ focus should be on micro and
nano-influencers.
Influencer marketing is more affordable © Royalty-free
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