Marketing is continuously evolving– new channels and technologies are emerging and consumers’ preferred methods of media consumption are changing with them. One such shift in the marketing landscape is the increased popularity of visual, social channels such as Instagram, YouTube, and Facebook. These social sharing channels have allowed customers to play a larger role in shaping a brand’s message—for better or for worse. In turn, this has led to the rise of brand influencers. These influencers wield significant influence over your customers purchasing decisions, one Nielson study found that 92% of consumers rely on referrals from people they know above all else. With limited time and resources, Shopify marketers can use social media influencers to save on content costs and to build a more authentic brand.
While many marketers understand the value of influencer marketing at a high-level, many of even the savviest marketers aren’t sure why or how to incorporate influencers into their marketing mix.