In short, influencer marketing is a type of social media advertising that uses endorsements and product mentions from prominent figures who have a dedicated social following. These individuals are typically seen as experts within their niche, whose trusted followers look to them for advice and when it comes to a variety of things, including products they consume.
Influencer marketing has really flourished over the past few years. $8 billion was spent on this channel in 2019, which is expected to grow to $15 billion by 2022, according to Forbes. This makes it a highly invested in area and one that should definitely be considered when it comes to segmenting marketing spend.
The following article will explore the opportunity of influencer marketing and how it can benefit your brand, especially in the iGaming, lottery and forex spaces. We also sought out the personal insights of a social media influencer, Olly Esse, who has recently become interested in the gaming space.
How can partnering with a Social Media Influencer Benefit Your brand?
1. They can help legitimise your brand and cultivate greater brand awareness. Social media influencers have large followings built on trust. Consumers will look to these individuals to provide them with honest guidance on brands they themselves have used to make more informed decisions. In the iGaming, lottery and forex industries in particular, trustworthiness between an advertiser and a consumer is a must.
Olly Esse says that it is important to be “credible and professional as an influencer, in order to remain competitive”. That is why she will always test a product herself before posting anything about it on social media.
2. They can help brands generate meaningful content. Collaborating with influencers contributes to the creation of content that rises above the noise and resonates with their target audience. These individuals are highly creative with the content they put forward on social media platforms, which reflects positively on the brands they feature.
Olly Esse is a big advocate of quality content and asserts that “in order to stand out in the social media influencer space, it is vital to constantly be creating unique and relevant content”. She is constantly seeking to create new and exciting content and is always willing to undertake extra expenses to make this possible.
3. Social media influencers make better targeting for your ads possible. Because their followings are niche and invested in the content they present, merchants can be assured that their brand mentions are being pushed to a high-quality group of potential consumers. Influencers know what their followers like and that they are already invested in what they have to say, so it is guaranteed that they will be listening.
Having garnered five years of experience as an influencer, Olly Esse has a clear demographic her content appeals to and ensures that she tailors anything presented to this group in order to achieve the most effective results.
As previously stated, influencer marketing is a rapidly growing channel and one that should be on any iGaming, lottery and forex merchant’s radar. From our experience, brands that have been able to make strategic connections with high-quality influencers have been able to extend their brand’s reach to groups that are relevant to their brand by tenfold.
For more information on our influencer marketing services, please reach out.