A solid internet presence is built on the foundation of organic social content. However, natural social reach has its limits. Because of this, some sort of paid advertising is almost always included in a sustainable marketing mix.
One of them is, paid influencer marketing. It is currently having a lot of significance in every marketer’s strategy.
With that being said, does influencer marketing outperform other paid advertisements? Let’s take a detailed look at them in this article.
What is Paid Influencer Marketing?
This is not a new concept. People have always believed in this word-of-mouth strategy, where they believe in the product reviews of their favourite influencers.
Even if you have not heard of this concept, you unknowingly consumed it. Have you ever liked a social media post with the hashtags #ad or #spon from your favourite social media influencer or blogger?
If so, you have experienced the potency of influencer marketing. It’s tactic brands, and businesses use to take advantage of influencers’ connections with their captive, engaged followings.
According to Nielsen’s Consumer Trust Index, 92% of customers prefer influencer marketing to conventional advertising. In addition, influencer marketing content generates an 11X greater return on investment than other, more traditional marketing strategies.
Here are some advantages of paid influencer marketing and why it is the most preferred choice of marketers worldwide.
1. Broader Reach
Influencer marketing can assist firms in gaining audiences on several social media platforms instead of paid advertising. Paid advertising typically targets a single social media platform and its audience.
Many influencers are active across several social media sites, including Snapchat, Instagram, Twitter, and YouTube. Marketers can perform cross-platform promotions to reach a larger audience, thanks to influencer marketing.
2. Great Engagements
Usually, an influencer has a devoted following. They are more likely to get a response from their followers when they ask them to do something or buy something.
That idea is completely lost in paid advertising efforts because a business needs to tailor its message to fit each impression.
These social media influencers have built their following with organic methods. Their following constantly interacts with their posts on their social media accounts. Therefore, if you choose influencer marketing for your brand, you get better organic impressions and engagements than any other type of advertising.
Disadvantages of Paid Ads
Paid advertising on digital channels needs to be clarified to consumers. And via authentic and trustworthy content created by social media influencers, influencer marketing enables you to cut through the chaos.
Here are some other disadvantages of paid ads, making them a less preferred choice for most consumers and brands.
1. Interference in User’s Experience
When it comes to influencer marketing, people voluntarily follow a specific influencer. As a result, they are more open to brand marketing and don’t find them intrusive.
However, all paid advertisements may appear at any time to interfere with the user experience. They can pop up any time, no matter what you are doing.
As a result, internet users typically dislike paid advertisements, and ad-blocking software usage has gradually increased.
2. Expensive
Advertising is pricey. The cost of advertising has been rising consistently, so even if you are generating leads or closing sales because of your ads, your cost per lead is increasing.
More pricing means less budget flexibility when testing new ads and adjusting in response to results. Additionally, it implies that to prevent a lower ROI, you must generate even more sales than before.
Your budget is also necessary for ads to continue running. In contrast to content, a post is no longer active once you cease paying for it.
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To Sum Up
Paid influencer marketing is a better choice than all other paid advertising. Therefore it outperforms the latter.
With the increased usage of social media platforms, consumers may readily find out what their favourite influencers say about a product or a service.
Influencer marketing is displacing sponsored advertisements gradually but firmly.
