Why Brands Are Ditching Paid Ads for Influencer Marketing This Holiday Season
If you are a marketer, you know the struggle that is doing paid advertising on platforms like TikTok, Facebook, and Instagram during the holidays. Ad costs go up, visibility becomes more limited, and users begin seeing so many ads, that they stay off of social entirely. This holiday season may seem a little different though. With the paid ads market being as saturated as it is, brands are looking for new ways to get in front of their target audience’s eyeballs WITHOUT the costly and time consumer crafting and pushing out the perfect ad. That is why brands are moving to influencer marketing. This holiday season, brands are going to be pivoting from paid ads to influencer marketing. In this blog, we examine a few different benefits of making this pivot and tell you how your brand can too. Holiday influencer marketing is becoming very popular, and we cover why below:
Influencers Have a Built-in Audience
When you are running a paid ad, you have to build an audience. You choose things like age, location, interests, and gender, try to craft your “ideal client profile” and then push out an ad to them and hope a few things happen, but mostly that they purchase. If that audience is incorrect at all, the ad could be ineffective. When using influencer marketing, you skip a step. Influencers have built-in audiences, so when you find an influencer in your niche, using them to advertise to their followers places your ads in the right place, without the guesswork.
View this post on Instagram
Followers Trust Influencer’s Opinions
Influencers are able to build up massive followings, and also develop a massive amount of trust from their followers over time. Because of this, if an influencer says they love using x product, then their audience will respond and purchase x product, as they trust the opinion of the influencers. Developing trust as a brand to a consumer takes years to do, and if you are a new brand, using an influencer’s already established platform to gain trust rather than paid ads will get you there much faster.
View this post on Instagram
Brands Reuse Content
As a brand, when you get a video from an influencer about your product, that video is not typically single-use. Meaning, you can go ahead and use that video as collateral after the holidays are over. You have this asset for the duration of your business’s life, and if the influencer you used becomes massively famous, you can still use that video years later. Imagine having a video from a current top influencer years ago. Brands would be able to consistently use that daily.
If you are getting ready to run paid ads this holiday season and want to explore the world of influencer marketing first, reach out to us to schedule your free demo.