Why You Should Use Influencers as Part of Your Media Mix

Influencer Marketing grows in popularity. This blog post will reveal to you why you should consider influencers as part of your media mix.

It is a well-known fact that technology and social media have caused significant changes in our lives. The effect is visible in every single aspect of our daily routines and behaviour. For instance, the way we search for products, shop, consume and perceive advertisements.

Media mix

Social media has changed a lot throughout the years. It has transformed from an inspirational digital platform to a crucial marketing tool, which allows brands to connect and engage with their audience. Throughout time, more people are joining social media platforms daily by creating their own personal accounts. According to statistics, social media users are growing by up to 9% each year.

In fact, the number of Social Media users is growing with up to 9% each year.

Some of these users, however, are very unique. In fact, they are well-respected public figures with established credibility and trustworthiness in a specific industry. To sum it up, we call them “influencers”.

Influencers create inspirational content, which provokes positive feelings among their enthusiastic followers. Therefore, their strongest power is the ability to affect their audience’s decisions because of their credibility, favourable image, and constant engagement.

How can influencers be beneficial to your brand?

Nowadays consumers meet a tremendous amount of ads offline, as well as online.

First of all, the logical consequence of this exposure of promotional materials is the consumers’ absolute indifference towards them.

Consequently, ads are not that effective nowadays, as they were in the past. For that reason, marketers have to find a new way to influence buyers’ perceptions and to connect with them.

However, 74% of consumers submit a purchase influenced by social media.

Having in mind that people trust people over logos, a beloved influencer can build the positive reputation, which your brand needs.

According to a study by ODM Group, 74% of consumers’ buying decisions are influenced by social networks.

A collaboration with influencers is the essence of Influencer Marketing, which is the modernized version of WOM. Marketers must take advantage of the trust placed on influencers and use it as social proof, advocating for their brand.

What is it and how does it work?

Influencer marketing is usually part of a social media marketing strategy. It is an approach, which is based on active communication with customers. The right influencer can fill the gap between your company and potential customers, making you stand out among other businesses. Consequently, your strategy could be more community-focused, emotion-driven, and have a big impact on your social engagement.

As a matter of a fact, 84% of companies plan to implement such a strategy. Already 81% of companies have successfully familiarised themselves with it and claim to be satisfied with the results.

An influencer marketing campaign will bring a company closer to its customer, by making it more approachable for the audience. So, consider influencers as part of your media mix, so that you can add this human touch to the brand. It will make the promotional experience more personalized and credible. Above all, buyers adore it.

Partnership with an influencer is one of the most trusted and effective methods of reaching consumers. Currently over 84% of companies are planning to implement such a strategy, while 81% are already familiar with it and claim to be satisfied with the results.

If you want to learn more about Influencer Marketing and how it can help your business, go to our study and whitebook page.

About Kolsquare

Kolsquare is Europe’s leading Influencer Marketing platform, offering a data-driven solution that empowers brands to scale their KOL (Key Opinion Leader) marketing strategies through authentic partnerships with top creators.

Kolsquare’s advanced technology helps marketing professionals seamlessly identify the best content creators by filtering their content and audience, while also enabling them to build, manage, and optimize campaigns from start to finish. This includes measuring results and benchmarking performance against competitors.

With a thriving global community of influencer marketing experts, Kolsquare serves hundreds of customers—including Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, Lush, and Hermès—by leveraging the latest Big Data, AI, and Machine Learning technologies. Our platform taps into an extensive network of KOLs with more than 5,000 followers across 180 countries on Instagram, TikTok, X (Twitter), Facebook, YouTube, and Snapchat.

As a Certified B Corporation, Kolsquare leads the way in promoting Responsible Influence, championing transparency, ethical practices, and meaningful collaborations that inspire positive change.

Since October 2024, Kolsquare has become part of the Team.Blue group, one of the largest private tech companies in Europe, and a leading digital enabler for businesses and entrepreneurs across Europe. Team.Blue brings together over 60 successful brands in web hosting, domains, e-commerce, online compliance, lead generation, application solutions, and social media.