Do you have that person who is a “bad” or “good” influence in your daily life decisions? The one who says “let’s go for some donuts”, when you are trying to eat healthy, or the one who grab your phone when you are about to text that someone you shouldn’t. Moreover, that person that you are following on instagram because the pictures inspires you to book your next trip to Thailand.
That said, what’s influence? Terry Bacon in her book “Elements of Influence: The Art of Getting Others to Follow Your Lead”, defines influence the action of affecting how people think, decide, and behave. Last week, someone in the office told us that she bought online a beauty product for straighten the hair without the need of the straightener machine, the effect was durable and with no extra effort to maintain. Do you know how much time she has saved in the mornings? Days after, some of us bought the product. This is the power of the word of mouth. Try to translate this on a higher level in the consumer’s decision making.
The word of mouth is no new, we have been always recommending the products and services we tried and liked, right? However this is nowadays a powerful marketing trend that relies in the power of recommendation to bring awareness to a product or service.The word of mouth core relies on the level of trust inspired by that the person who is giving the recommendation. The word of mouth inspires more purchases decisions than a campaign advertisement, in numbers this will be around 92% according to the Word of Mouth Association Survey and Nielsen Study.
The word of mouth has been boosted thanks to social media networks, you name it: blogs, Facebook, Instagram, Twitter, YouTube, Tumblr, Snapchat, and more. The people who influence you through their social media profiles are known as influencers.
As customers we are not longer naive to believe on every ad on TV, on a billboard, and websites. Thanks to the power of internet we look for the reviews from the people we think are reliable, we listen more in social media channels, and therefore we are more meticulous with our purchases.
The key word here is trust. In a world where the information is vast, we must be careful in whom we trust, because when this is broken, is very hard to puzzle it back again. People are longing for real “stuff”, and they have the tools to do the research. You can use the word of mouth without being an influencer on social media, but influencers use the word of mouth as a process to deliver their message to their audience, and their power is measured by the level of trust from the audience.
Ashley Graham, plus size supermodel, has brought awareness to major brands in 2016 thanks to her speech towards real bodies and real beauty, her influence grew for being reliable. Her channels, like instagram, says it all, take a quick look. She has the power of influence, this means to engage and inspire more people to explore the brands she is endorsing through social media networks. For more detailed information ready our other post “ Influencer marketing examples ”
Given these points, let’s focus on how to understand the power of influence in numbers:
- Influence marketing is booting customers acquisition process, according to Tomoson most recent study, so as a brand or agency bear this in mind. Moreover the study reveals that a dollar spend in Influencer marketing will bring a 6x ROI. Not bad right?
- Have you checked out Google Trends about Influencer Marketing? Don’t let this takes you by surprise in 2017.
- Now, translate that 92% word of mouth powered by influencers…a world of possibilities. This trend has been also highlighted by McKinsey & Co.
- This power relies not solely on the influencer but how the audience trust them to change their behavior towards purchasing preferences and decisions. Never forget, that this audience holds the word of mouth.
Trust, trust, trust is the king and queen. Trust in social media can be broken in a blink of an eye, the message has the power to be viral. At the end, regardless of who is the influencer is up to us how we are relying on what is in front of our eyes. Perhaps, this is why in our endlessly journey of looking for “ no sugar coated -real stuff” we are more likely to follow micro-influencers?