5 Industries that Benefit Most From Influencer Marketing in Social Media
When it comes to influencer marketing, there are some industries that benefit from creator content and brand sponsorships more than others. What are they, and why is influencer marketing such a powerful tool in these verticals?
But first, let’s dive into why the influencer marketing industry overall is so effective.
Using influencers for brand promotion is far from a new concept in business development. This method has been a tried-and-true way to draw eyes to products and services for generations. For example, back in the late 1940s, doctors were used as influencers to promote Camel Cigarettes.
While the times have certainly changed the perception of this particular product, the basic intentions of influencer marketing have stayed the same: use a credible source to broaden the reach of brand messaging.
Since the internet took the marketing world by storm, the act of pairing with influencers has evolved to become one of the most effective strategies to expand audiences.
Influencer marketing can have a number of advantages based on the industry it is being used for. Here are three that stand to gain the most.
Healthcare Industry
The healthcare industry requires a unique approach to influencer marketing. This is due to a number of reasons.
For one, the relationships between professionals and consumers are typically developed face-to-face.
Even the most prominent figures in the industry rely on in-person meetings with patients and clientele.
But, it is becoming more common that people are looking to the internet for answers about health issues. With this in mind, influencers are tasked with the need to present a strong online image while providing the same heart-to-heart care.
Secondly, the advice they give is information that can change lives. When dealing with issues of such high importance, certain topics need to be flawlessly addressed. The latter can mean big trouble for all parties.
Most importantly, there are FTC, FDA, and ethical standards in place for licensed and registered health professionals. Therefore, subject matter experts reign supreme. A few years ago, Diclegis learned this the hard way.
In 2015, before FDA regulations were required for pharmaceutical companies on social media, Kim Kardashian promoted the morning sickness medication Diclegis on her Instagram account.
As Kardashian has no expertise whatsoever in healthcare, this campaign was met with a lot of negativity. The brand’s overall credibility was put in question, especially since Kardashian had faced backlash in the past for promoting unregulated diet pills. The FDA even got involved, calling her original post “false and misleading.”
What can be learned from this error?
Influencers in this industry need to be chosen carefully and possess the right credentials to support claims. It takes much more than a big-name celebrity to deliver a powerful message in relation to wellness.
Fashion & Beauty Industry
The fashion and beauty industry and influencer marketing are the perfect matches for an effective strategy. A recent study found that 74% of Gen Z consumers are motivated to purchase beauty products based on influencer content.
Using influencers for specialized products is not a new phenomenon by any means. Back in the 1950’s Marilyn Monroe was the undisputed beauty influencer of a generation.
What was her perfume of choice? Chanel No. 5.
Favorite skincare product? Ernő László.
Monroe was laying the foundation of influencer marketing long before it became widespread.
Fast forward 70 or so years, and the rise in social media has led to many brands coming to realize the true potential influencer marketing has to offer. Candidates can come from a plethora of backgrounds including makeup artists, stylists, magazines, or even someone with a lot of followers on social media.
When it comes to influencer marketing in this industry, it’s never a bad idea to seek out multiple sources. For example, Rosefield Watches, an international watch retailer, partners with a number of social media influencers as well as its own employee ambassadors to help promote its latest products and trends.
By partnering with several influencers with considerable followings along with a robust ambassador program, Rosefield Watches is able to get its product information out in front of a wide array of social communities.
The prominent goals of fashion and beauty brands are to start trends while promoting products at the same time. Social media has become a catalyst for getting a great deal of these influencer campaigns off the ground. As this industry thrives on a more visual approach to promotion, Instagram is a natural vehicle to use.
Travel & Lifestyle Industry
Influencers are changing the entire landscape of the travel and lifestyle industry. The way that people plan their trips and engage in tourism has completely changed with the help of content creators.
With pandemic travel restrictions being rolled back, influencer-promoted travel is back in business.
Louise O’Brien, regional director of public relations for the Americas at the Langham Hospitality Group, eagerly awaits new content.
“Ninety percent of the people we work with are amazing, they are very diligent, this is their business and they do it well,” she says. “They know how to monetize their skill, which is photography and content creation.”
Photography and content creation are just starting points. We know that creators have many more skills that make them invaluable to brands. That’s why they are able to constantly monetize on social media.
The big buzzword in this industry is user-generated content (UGC). Essentially, when viewers see other like-minded individuals showcasing their experience outside of typical brand messaging, it has a more powerful effect. In fact, a recent Salesforce study says that social campaigns with UGC typically see a 50% engagement increase.
Kate McCulley has been traveling across the world for nearly a decade promoting products and destinations on her blog and Instagram account to over 99,000 followers.
Influencers like McCulley are proven to do wonders when their content is integrated with a brand partnership. It often leaves a lasting impression because it creates an authentic experience from a third-party source. Millennials, in particular, are extremely receptive to social influencers in terms of travel. Therefore, this strategy should be on every brand’s radar.
Business Industry
The business industry can also benefit from influencer marketing.
For starters, small businesses are finding excellent traction on social media. When small businesses partner with influencers, especially those closely related to their niche, there’s a greater chance that these brands will see increased traffic to their social channels, websites, or digital storefronts.
YouTube and Pinterest also have live shopping options that brands can utilize while partnering with an influencer host to drive sales. This enables a better show-and-tell experience than websites and social channels alone can provide. When live shopping streams are backed by a trusted creator, it’s well worth the effort and the sales.
One small business that has effectively grown through influencer marketing is Jean-Luc Cosmetics, which partnered with beauty guru and TikTokker Mikayla Noguiera after she promoted his brand organically. Since their initial connection, Jean Luc Cosmetics has repeatedly sold out shortly after releasing new products.
On the other side of the coin, the business industry — particularly the education of best business practices — has blown up with the help of the influencer marketing industry. Influencer partners who can serve as the host, guest lecturer, or spokesperson for business classes focusing on education have had a major boom.
There’s also a market for influencer spokespeople to join in on business calls or demo reels. Cameo, which has a wealth of influencer personalities charging for shoutouts, has made an entire business model on the celebrity intrigue of all sorts of people, including influencers.
Businesses of all sizes can benefit from incorporating influencer marketing into their brand strategies. Though it may be expensive or labor-intensive to launch an influencer program, especially as a small business, we recommend starting small. Keep your programs effective but budget-conscious by partnering with micro- and nano-influencers who are already fans of your brand!
Technology Industry
When it comes to the tech industry, influencers are often at the forefront of digital marketing efforts.
Not only are content creators often native users of the latest tech, but experts in the tech arena typically have accredited backgrounds that make them the perfect candidates to demo and review technology brands.
Technology-focused influencers are always in high demand, not just because of their product knowledge but because of the education they provide for like-minded audiences or those looking to learn more about a new tech trend.
Since technology in all its forms, even extending into cryptocurrency in Web 3.0, is so prevalent throughout the world, utilizing content creators within this industry is the perfect blend of cultural relevance and sales potential.
Remember NFTs? Non-fungible tokens were supposed to be the next big thing throughout 2021, but in 2022 they fell flat. Perhaps they wouldn’t have seen a major boom at all, if not for one thing: influencers.
So many content creators with technology industry niches promoted NFTs, minted their own, offered educational content for purchase, and more to teach the world about NFTs. Though it may not be the powerhouse it once was, there’s no doubt that content creators were part of the reason that everyday people were influenced to invest.
That’s not to say that technology influencers are latching onto gimmicky topics just to make a buck. NFTs had merit until they didn’t. Then influencers moved on.
But all this to say, technology brands who are looking to partner with influencers should double down on their research efforts to ensure their potential cohort walks the walk. That is to say, their claimed expertise and accreditation should be provable and clearly apparent in their past work.
How to Find Social Media Influencers in Your Industry
The rise of social media and content creators has led to brand messaging finding its subtle way into our everyday lives. Influencer marketing on social media has been a driving force for this phenomenon. It also elevated content creators to high-earner statuses with content monetization through brand partnerships.
Regardless of what industry you hail from, the effectiveness will always rely on your ability to pinpoint the perfect figure to promote your brand messaging. This approach may be your key to a successful marketing mix.
To find the best creators to partner with your brand, it’s beneficial to work with a platform led by a team of experts. Not only will this help your brand get your influencer marketing programs up and running faster, but it’s also a beneficial method to connect with influencers who are eager to work with you.
Luckily, Mavrck is the all-in-one influencer marketing platform that can help you source top influencers who get results.
But that’s one of many reasons why brands choose Mavrck. Need a few — perhaps 11 — more? Check out our free resource: 12 Reasons Why Brands Choose Mavrck.
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