In the book I’ll Have What She’s Having, the author identifies a fundamental truth of the human experience: things become exponentially more interesting when other people have them, want them, and use them.
How many people have made the offhanded joke that they’ve gotten more invitations to go out on dates than ever before once they enter a serious relationship? How many people who never dreamed of owning a car buy one once all their friends do? How often do people upgrade their technology once they see their colleagues enjoying the features of the latest iPhone? On a deep level, influence is tied to the opinions and actions of those around us.
With the growth of social media and social video channels and platforms, consumers have established “relationships” with people they’ve never met but whose opinions they come to value highly.
Finding ways to capitalize on that innate human desire has long been a focus of marketing. Influencer marketing is the natural evolution of the latest trends in online marketing. For years, sellers have been looking for new ways to push on levers in the selling ecosystem in a natural way. In a sense, how can we sell without selling? Influencer marketing offers brands the chance to promote products, spread messaging, and generally connect with consumers when their guard is down and they’re not ready to reject everything they’re seeing as “just advertising.”
What Robert Cialdini Might Say on Influencer Marketing
Robert Cialdini wrote one of the essential marketing books of our age: Influence: The Psychology of Persuasion. In the book, Cialdini identifies six factors that help sell and persuade people to buy:
- Commitment & Consistency
- Social Proof
Influencer marketing hits on several of these areas. Content creators build relationships by creating content that their audience consumes, whether it’s funny, insightful, moving, or something else. Typically, content creators deliver consistently great material and are liked – or even beloved – by their audiences.
As many content creators focus on a specific area or topic, they quickly establish themselves as a thought leader or authority. Other people follow them and interact with them on social media, which lends the element of social proof.
In essence, the influencer marketing campaign model hits on all the essential components of getting people interested in a specific message. When a brand partners with a content creator that’s built up all this goodwill and capital with his or her audience, there’s some transference of that good will. Fans take action and brands sell products, gain new followers, and grow brand awareness.
Applying Consumer Psychology in Your Influencer Marketing Campaigns
Applying the best insights of consumer psychology to your own branding and influencer marketing campaigns will help ensure that you capture the best results possible.
Look for good audience proxies: If you circle back to the idea of “I’ll Have What She’s Having,” it quickly becomes clear why an influencer’s profile is so important. Who is the target audience that you’re trying to reach? Not only should your audience speak to and resonate with this audience, but it’s important that the influencers you choose are the type of person that your customers will take a recommendation from. If your desired customer sees the influencer using a product, how likely is he or she to want to do the same for example?
Build on authority: When you’re speaking to IT directors, it’s obviously essential that your brand efforts be anchored around expertise and subject matter authority. But the same can be said for sneaker recommendations, makeup demonstrations, and country music reviews. People want to consume content from others who love what they love and understand where they’re coming from at a deep level. Focusing on long-tail influencers – content creators with a deep expertise in a specific area – can help build momentum and play to what you’re seeking to accomplish.
Engagement: Consumers increasingly want to engage with the brands that they purchase from. Influencer marketing is one highly effective way to personalize the experience, and provide a channel for users to connect with your brand in a way that builds customer – brand relationships.
Work with a knowledgeable partner: Brands that are launching influencer marketing campaigns should work with an experienced agency partner like fullbottle. Fullbottle’s team understands the psychology of how buyers’ buy, and how that plays out across the influencer marketing campaign. From selecting the right influencers to developing content guidelines that lead to conversion-worthy content, fullbottle will help maximize the ROI on your campaigns.
Are you interested in learning more about how influencer marketing campaigns can help you connect with your customers more effectively? Contact fullbottle today to learn more about our solutions and services.