When brands use social media to promote their offers, their reach is often limited to their own followers. Thanks to influencers, their products and services are exposed to a multitude of new people and therefore new potential customers. More specifically, here's how influencers boost a brand's visibility.

The power of influencer marketing and influencers

A recent study on the benefits of influencer marketing revealed that of the 81% of marketers who use influencer content, 51% stated that it significantly outperformed content created by the brand itself. Furthermore, the same report suggested that 49% of all consumers would trust influencer recommendations for their next purchase.

These telling figures illustrate the full power of influencer marketing and influencers. Since social media platforms have become the preferred channels for brands to market their products, users with a large number of followers on these platforms have indeed begun to leverage their community to help brands and companies promote their products to a wider audience. 

By collaborating with these strategic content creators, these ambassadors, brands are looking for new ways to generate meaningful engagement and greater visibility.

Reaching new target audiences

When brands use social media to promote their offers, their reach (the number of people who receive impressions of a post) is often limited to their own followers. These people may have already purchased the brand's products before and may even be considering repeat purchases. But, again, it's still the same people! 

With influencer marketing and influencers, a brand's products and services reach many new people who may not know the brand or may have only heard of it. Therefore, expanding your social media presence to a larger audience (particularly through influencers) creates a new flow of leads and increases your chances of converting that new visibility into sales.

Gaining confidence and credibility

The first step to building lasting customer loyalty is establishing trust and credibility with your current and potential users. Recent research suggests that 76% of internet users are more likely to trust brand-centric content created by "regular" people than the brands themselves. 

By partnering with influencers, brands can gain more reliable consumer approval ratings and ultimately achieve greater visibility. For example, if a well-known tech influencer praises a particular mobile phone, it will have a much greater impact than if the brand itself touted its product's features.

Boost sales

It is now well established that a majority of consumers consider social media when making a purchasing decision. A brand's presence on social media can therefore significantly impact its sales figures. 

A report compiled by the Digital Marketing Institute, for example, mentions that 86% of women turn to social media for advice before buying products, and more than half of them make purchasing decisions based on influencer posts on Facebook and Instagram. Clearly, here again, brands can influence purchasing decisions and see their sales increase through effective collaborations with influencers.

Create engaging content

A well-thought-out influencer marketing campaign can do wonders for boosting a brand's visibility. But by creating content perfectly tailored to their target audience while building a sense of connection and trust with them, influencers allow brands to cultivate lasting loyalty around their image.

Today, it's no exaggeration to say that influencer marketing helps a brand gain more reach, engagement, and visibility than any other digital communication method. As collaborations between brands and influencers continue to grow, influencer marketing has indeed become the best way to boost reach and engagement with target audiences.

Need influencers for your next campaign? At So Bang, we have a platform of 30,000 influencers worldwide, with diverse profiles and personalities (bloggers, Instagrammers, YouTubers, and other social media powerhouses). Our Paris-based influencer agency partners with these ambassadors to create engaging content that resonates with their communities, boosting your brand's visibility. Experience the power of creative influence with So Bang!