Is influencer marketing really necessary?
Posted: Sun Jan 19, 2025 3:55 am
The main argument for using this approach to promotion, including reputation building, is consistently active growth. In 2024, the global influencer marketing market is estimated at $24 billion. For comparison: in 2019, the volume of this market was $6.5 billion, and in 2016 - only $1.7 billion. That is, over 8 years, the global influencer segment in monetary terms has grown 14 times.
In Russia, this area is also growing. According maldives company email list to estimates by the Association of Bloggers and Agencies, the domestic influencer market grew to 21.3 billion rubles in the first half of 2024. For comparison: by mid-2023, its volume was 15.9 billion. Estimates for the future are more than rosy. Analysts believe that by 2030, the Russian segment of influencer marketing will be “worth” more than 150 billion rubles, showing annual growth in the range of 20 to 50%.
It is also important that promotion and customization through influencers is more effective in many ways than traditional advertising:
High-quality increase in recognition. People have long since developed immunity to advertising. It is perceived solely as a desire to sell. As an imposition of a need. Through influencers, interaction is warmer. After all, the audience is already tuned in to listen to the author, perceives him with trust. Consequently, your message immediately falls into a warm "fertile" field.
Building loyalty. A recommendation from a media personality you trust is likely to resonate with you. Often, it works like a friend's advice. And sometimes even more effectively.
Clear communication of benefits. This is especially valuable in the case of new products. A popular blogger whose target audience coincides with yours will be able to clearly explain why your products and services are good, and people will almost certainly listen to him. Moreover, this is essentially a demonstration by personal example, and this always works better than just advertising.
Improving reputation. Actually, this is why we started this conversation. Everything works clearly here: if a popular person talks about you, then your suggestions deserve attention. If such a person is trusted, then the recommendation will most likely be listened to. And your brand will be associated with the personality of your target audience's favorite.
Of course, we are not saying that absolutely every brand needs to promote itself through influencers. This is still a rather specific communication channel, tied to a specific audience. But if it suits you, then why not use it. At the very least, it is worth a try.
In Russia, this area is also growing. According maldives company email list to estimates by the Association of Bloggers and Agencies, the domestic influencer market grew to 21.3 billion rubles in the first half of 2024. For comparison: by mid-2023, its volume was 15.9 billion. Estimates for the future are more than rosy. Analysts believe that by 2030, the Russian segment of influencer marketing will be “worth” more than 150 billion rubles, showing annual growth in the range of 20 to 50%.
It is also important that promotion and customization through influencers is more effective in many ways than traditional advertising:
High-quality increase in recognition. People have long since developed immunity to advertising. It is perceived solely as a desire to sell. As an imposition of a need. Through influencers, interaction is warmer. After all, the audience is already tuned in to listen to the author, perceives him with trust. Consequently, your message immediately falls into a warm "fertile" field.
Building loyalty. A recommendation from a media personality you trust is likely to resonate with you. Often, it works like a friend's advice. And sometimes even more effectively.
Clear communication of benefits. This is especially valuable in the case of new products. A popular blogger whose target audience coincides with yours will be able to clearly explain why your products and services are good, and people will almost certainly listen to him. Moreover, this is essentially a demonstration by personal example, and this always works better than just advertising.
Improving reputation. Actually, this is why we started this conversation. Everything works clearly here: if a popular person talks about you, then your suggestions deserve attention. If such a person is trusted, then the recommendation will most likely be listened to. And your brand will be associated with the personality of your target audience's favorite.
Of course, we are not saying that absolutely every brand needs to promote itself through influencers. This is still a rather specific communication channel, tied to a specific audience. But if it suits you, then why not use it. At the very least, it is worth a try.