Influencer marketing has evolved in a short time into one of the most effective ways to reach different target groups and increase brand awareness. With the help of an influencer, brands can become part of the unique relationship between the influencer and their audience. However, commercial cooperation conducted solely on influencers' own channels does not always guarantee commercial results. To make influencer marketing effective, it is worthwhile to use paid advertising alongside it to ensure commercial results.
Why is paid social media advertising an important part of influencer marketing?
1. Wider reach
Although influencers have their own committed followers, brands should consider using paid advertising so that campaigns reach an even wider audience. Influencers' organic reach is often only 25-50% of the influencer's follower count. With paid advertising, you also reach those who have not seen the content and you can target content to those who do not follow the specific influencer but belong to your potential target group. With the help of influencers, content can be produced, for example, around a specific theme, and through paid advertising you can also reach others interested in the topic.
By distributing influencers' content through paid advertising, you ensure that your campaign reaches a potentially larger audience and you get even greater reach cost-effectively.
2. More precise targeting
Through paid advertising, you can ensure that content reaches the right people at the right time. Social media platforms such as Meta, Google, and TikTok offer extremely precise targeting options based on, for example, demographic information, behavior, and interests. By utilizing paid advertising in distributing influencers' content, you ensure that your campaign reaches exactly the right target group. This makes the success of the campaign significantly more likely and you reach a wider group of people interested in the topic.
3. Measuring and optimizing results
With paid advertising, you can view and analyze campaign effectiveness in real-time. You can track click-through rates, conversions, and engagement, and optimize your campaign if necessary. This ensures that you get the best possible return on your marketing investment (ROAS) and can adapt your strategy, which is especially important in a rapidly changing social media environment.
4. Content lifecycle is extended
Content produced by influencers - especially on Instagram - can be short-lived, but paid advertising provides an opportunity to extend the content and campaign lifecycle. With paid advertising, you can ensure that the content created by the influencer gets visibility and impact long after the original post. This could mean, for example, remarketing the content produced by the influencer or using it in ads that run for several weeks or even months. Long-term impact not only increases brand awareness but also deepens customer engagement and improves conversion opportunities.
Influencer marketing is an effective way to build brand awareness. By combining influencer marketing with paid advertising, brands can enhance the effectiveness of their campaigns and achieve better results. Paid advertising ensures that content produced by the influencer reaches a wider and more precisely targeted audience, enables accurate measurement and optimization of results, and extends the campaign lifecycle. This comprehensive approach is key when seeking to ensure the effectiveness of influencer marketing and achieve significant business goals.
When you want to take the next step in influencer marketing, Troot is your partner. Our experts help you create results-driven creative campaigns that deliver results. Get in touch and let's build a successful influencer marketing strategy together!
