Written by Hoozu Head of Client Services, Analise Trotter.
Influencer culture in Australia is thriving with a whopping 78.3% of the total Aussie population using social media (source). This vibrant digital community presents fertile ground for Influencer Marketing to thrive as brands see the potential to foster real connections with an actively engaged audience ripe for conversion.
So let’s explore some key reasons why investing in Influencer Marketing isn’t just advantageous in 2024 but an indispensable component of a successful marketing strategy.
1. Socials Over Search
In today’s digital landscape, consumers are bypassing traditional search engines like Google and heading to social platforms for product recommendations and purchasing decisions. Almost one in three Australians now visit social networks to look for information about brands and products — up by 7.3% from this time last year. (source)
As a result, traditional advertising methods are decreasing in effectiveness, and brands are turning to influencers as reliable advisors within their communities. In doing so, brands are able to position themselves directly within the social media feeds of their target, or even new audiences.
As social media continues to evolve, influencer marketing will remain a powerful tool for brands to connect with consumers on a more personal level, tapping into the trust and rapport influencers have cultivated within their dedicated communities.
2. Personal Recommendations in an Ad-Averse World
Today’s consumers are increasingly wary of traditional advertising tactics. They are “inundated with ads from every corner, yet they gravitate toward influencers. They place higher value on the opinions of these influencers over conventional advertising messages or celebrity endorsements.” When surveyed, under 45s said that influencer posts are the No. 1 way to get them to try a new product. (Ted Murphy, IZEA).
In an age where audiences are more savvy and cynical about advertising, a spray-and-prey advertising approach just isn’t going to cut it. Meeting your audience on a more personal level is crucial – and Influencers provide that opportunity. With their authentic and relatable content, Influencers have become trusted voices for consumers, with 75% of Australian consumers having made a purchase after seeing a product recommended by an influencer. (source)
3. Influencing the Complete Buyer’s Journey
Influencer Marketing can generate impressive results throughout your whole marketing funnel. Through their credibility and engaged community, these influencers spark an interest that drives consumers towards exploration and ultimate purchase.
An Influencer first introduces your brand to their audience. They reflect your brand into the lives of your audience through comprehensive product reviews and recommendations. And when it’s crunch time, they drive compelling calls to action, genuine shout-outs and exclusive offers to deliver conversions and convert consumers into customers.
Our recent work with Jimmy Brings took this strategy one step further with an Amplification tactic. By flighting commissioned influencer content as ads, directly from the influencers’ profiles, we hit the audience just right – they’re already interested and engaged, so the message lands perfectly.
Using 9% of the overall campaign budget to flight these ads, we got impressive results by utilising this exact strategy;
- Impressions increased by 328%
- Reach increased by 183%
- Engagements increased by 874%
- 31,592% more clicks (19 > 3,807)
- CPM on Organic content $67.24 vs Amplified content $1.85
4. Multiple, Authentic Touchpoints and Relevance
One-off collaborations have had their time. Today’s success is seen in sustained long-term influencer partnerships, which can lead to a 40% increase in customer acquisition compared to one-off campaigns. (source: Influencer Marketing Hub)
Ongoing Influencer partnerships provide brands with the opportunity for consistent exposure to an audience, building multiple buyer touch-points over a sustained period of time, reinforcing brand awareness and loyalty.
Furthermore, building an ongoing relationship with an influencer leads to truly organic product integration that better resonates with audiences. A roster of trusted, aligned ambassadors at your finger tips, enables brands to stay agile and relevant. Swiftly jumping on trends and curating culturally relevant content at short notice is made possible.
Ultimately, this approach not only yields better results in terms of reach and conversion but also fosters a sense of partnership and mutual growth between brands and influencers, oftentimes leading to bonus content and much better packaged rates.
5. AI Potential?
As we move further into 2024, the Australian influencer marketing landscape stands on the brink of a transformative era, propelled by the integration of AI technologies. The prospect of AI influencers making their way to Australia is not just a possibility; it’s an inevitability. (Natalie Giddings, Hoozu).
From advanced data analytics to Generative Sponsorships, where both parties collaborate closely to co-create content together alongside AI, AI-powered content creation tools are poised to streamline the content production process, enhancing creativity, efficiency and scalability for both brands and influencers.
Yet, we need to consider the drawbacks. In an era where trust and credibility are paramount to consumers, AI influencers may fall short. They lack the transparency, genuine connection, and relatability that human influencers effortlessly establish with their audiences. Moreover, there’s a risk that this technology could erode trust by generating artificial content and reviews.
One thing is for certain though, as AI continues to evolve, its impact on influencer marketing in Australia will be profound, shaping strategies, driving innovation, and unlocking new possibilities for authentic engagement and brand growth so it’s definitely one to keep an eye on!
Year on year we say the same thing – Influencer Marketing isn’t going anywhere. It’s here to stay and it’s here to grow and grow and grow. Don’t be left behind. If you want assistance in staying relevant and harnessing the immense potential of Influencer Marketing, get in touch today.
