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Affiliate marketing Influencer and advertising

The modern world of advertising is significantly different from that of a dozen or so years ago. Today, in the era of the development of the Internet and social media, less emphasis is placed on promotion on television and in the press, and online marketing is much more important. And in this world, influencers play an increasingly important role, replacing actors, athletes or other well-known personalities in many fields, who until recently were commonly involved in advertising. What is the reason for this and can influencer marketing and affiliate marketing really bring the expected results?

Once actors, now influencers?

A dozen or so years ago, the faces of advertising campaigns were primarily actors, athletes and celebrities known from traditional media. Their choice as brand ambassadors resulted from their recognition, reputation, credibility and wide reach among viewers. Famous people promoting individual products have had a significant impact on their sales, and the best examples are campaigns with Hollywood stars such as Julia Roberts (Lancôme), George Clooney (Nespresso), Brad Pitt (Chanel No. 5) or Charlize Theron (Dior J’adore). Advertisements with their participation were associated with prestige, luxury and professionalism.

Currently, the place of actors is increasingly taken by influencers – online creators who have gained popularity thanks to social media. This is the result of the digital revolution and the development of portals such as YouTube, Instagram, Twitter or TikTok, which have become places gathering millions of users, and therefore potential customers for various types of companies. Influencers, unlike actors, gain popularity by interacting directly with the audience and building their authenticity. They often specialize in specific niches, such as fashion, health, cooking, or computer games, which makes their audience more engaged and loyal. For brands, this means the ability to precisely reach a specific target group.

Influencer and brand

The world of advertising has evolved in recent years, but one thing has remained unchanged in it – the question of choosing the right brand ambassador. Regardless of whether it is to be an actor or an influencer, the person promoting products or services must have the right qualities that will make convincing a potential customer to take advantage of the offer not only possible, but also much easier.

If you want to choose the right influencer, you should take into account:

• image – influencer should have a good reputation and represent the brand’s values, which will make the advertising message authentic and natural;
• target group – influencer’s audience should coincide with the brand’s target group in terms of age, gender, location or interests;
• quality of content – you should take into account the way in which the influencer creates content (photos, videos or posts), as well as whether its form fits the aesthetics of the brand and the type of promoted offer;
• reach and engagement – analysis of influencer statistics, including the number of followers, comments or shares, has a key impact on how many people the advertising message will reach;
• type of cooperation – the company can establish a one-time or longer cooperation with the influencer, under which he or she will become a brand ambassador;
• budget – the costs of working with influencers can vary greatly, depending on their reach, platform, and type of content (e.g., microinfluencers are usually cheaper, but can deliver equally good results, especially for local or niche campaigns);
• openness – brands should hire influencers who are flexible in terms of expectations and can creatively adapt their content to the form or goals of the advertisement.

To sum up, the more a brand gets involved in finding the face of its advertising campaigns, the greater the chances of effective influencer marketing activities. If you want to make the task easier, it is worth establishing cooperation with an affiliate agency, e.g. Onaffiliate, which will provide support in choosing the right influencer.

Rates…

The increase in popularity of influencer marketing and affiliate marketing is largely due to the fact that it is less expensive than traditional advertising on TV or in the press. Of course, the rates vary, and depend, among other things, on:

• number of followers – as a rule, the greater the reach of the influencer, the higher the rates;
• engagement – more important than the number of followers is the activity of the influencer’s community (the more people react to posts, comment and share content, the higher the rates can be);
• platform – campaign costs will vary depending on the selected communication channel (e.g. ads on TikTok are generally considered cheaper than on YouTube);
• type of collaboration – one-off posts or videos are cheaper than long-term partnerships;
• type of content – simple photo posts are cheaper than professionally edited videos or complex campaigns;
• Influencer experience and reputation – Well-known influencers with a well-established personal brand usually demand higher rates.

If you want to optimize your campaign costs, it is worth using the support of the Onafilliate agency. Affiliation can turn out to be a way to save money on the one hand, and to increase the effectiveness of marketing activities on the other.

… and achievements

Advertising with influencers can bring brands a number of benefits that are not always achievable with traditional forms of promotion. Thanks to the authenticity and involvement of the creator’s online community, the campaign allows you to increase credibility and build trust, and at the same time reach the right target group, which significantly increases the chances of selling the promoted products or services.

However, this is not all. For modern, developing companies, cooperation with influencers is also attractive due to:

• the opportunity to stand out from the competition – primarily by offering the audience original, creative and trend-following ads;
• increasing your presence in social media – campaigns using hashtags or memes can go viral and generate organic traffic;
• the opportunity to gain new customers – especially younger ones, who can become loyal users of the brand’s products over many years;
• strengthening SEO and online visibility – cooperation with influencers can contribute to increasing traffic to the brand’s website, e.g. through links in posts or video descriptions.

All this means that more and more companies decide to use the services of influencers and establish cooperation with affiliate agencies, which allow them to effectively establish cooperation with the right people from the world of the Internet.

To sum up, modern advertising is significantly different from that of a dozen or so years ago. If you want to follow the changing preferences of consumers and compete effectively with the competition, it is worth taking advantage of the huge potential of influencers. The Onafiliate agency, which develops efficient and profitable algorithms to promote business, will be helpful in this regard.