Why Every Brand Should Include Influencer Marketing in Their PR Strategy

Why Influencer Marketing?

Word-of-mouth publicity is perhaps, the most effective marketing tool that has been around for centuries. According to a recent study, this promotion method can improve your marketing effectiveness by up to 54%. With the emergence of social media, however, a new version of word-of-mouth publicity called Influencer Marketing has surfaced in the realm of digital PR. It includes partnering with social media influencers to generate loyal brand following on social media platforms.

Social media influencers carry a lot of credibility on social media. When you engage them in your PR strategy, they can become your best and most effective brand ambassadors. Having them on your side will also make it easier for you to reach a wider target audience base. Further, recommendations from influencers can help your brand earn the credibility it deserves. All of these and more reasons will make it clear as to why you need social influencers in your PR strategy.

Here is why you should include social influencers in your PR strategy

  1. Influencers Are More Popular Than Mainstream Celebrities

Social media has opened new doors of publicity and stardom for young people. In fact, social media influencers are more popular than mainstream celebrities and TV personalities, particularly among millennials. According to a recent study, 30 percent of consumers are more likely to purchase a product endorsed by a non-celebrity blogger than a mainstream celebrity. Nearly 70 percent of the millennials surveyed favored non-celebrity endorsements, particularly from influencers that they consider peers.

Loot Crate a popular gaming lifestyle brand started working with PewDiePie, the king of video-gaming content, with 53 million subscribers on YouTube.

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The brand sponsored some of PewDiePie’s YouTube videos and asked the YouTuber [YOU MEAN ONE PARTICULAR YOUTUBER? YES I MEAN PewDiePie] to promote a 10% discount code on Loot Crate subscriptions. Loot Crate decided to take their marketing strategy one step further by working with the social influencers popular with the target audience.

  1. Consumers Are Wary of Paid Advertisements

Whether it is traditional media or digital media, people will always look at paid advertising with skepticism. The truth is, consumers don’t want advertisements, they want conversation. “Consumers are tired of pesky ads slowing down their web pages and tracking them across the Internet,” says Adblock Plus Chief, Till Faida. This is where influencer marketing comes in.

Unlike paid advertising, influencer marketing can connect with the consumer base, earning credibility and trust. As they have a reputation to maintain, most social influencers promote only the product they have tested and are satisfied by its performance. It’s no surprise the message is seen as a biased analysis when a company promotes a product through paid advertising.

  1. Cost-Effective Marketing Tool

For most PR pros, keeping their marketing budget from blowing out of proportion is a battle of wits. Fortunately, influencer marketing offers a cost-effective way to connect with the target audience. According to a recent study by Tomoson, 22 percent of the surveyed marketers said influencer marketing is the most cost-effective PR tool, apart from email marketing.

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The report also revealed that influencer marketing boasts a considerably high ROI. It yields an average return of $6.50 in revenue per $1 spent. While 13 percent of brands earned an impressive return of $20 per $1 spent, nearly 70 percent brands made $2 or more for each $1 spent on influencer marketing.

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  1. Influencer Marketing Is Trackable

For decades, accurately measuring the impact of a traditional PR campaign was a challenging task for most marketers. However, with the emergence of online PR strategies such as influencer marketing, measuring the success of a PR campaign has become a lot easier. One of the biggest advantages of influencer marketing is its ability to correctly measure the performance of your campaign. You can use a variety of metrics such as social likes, brand mentions, click-through rates, referral traffic, and revenue, among others.

The Swedish watchmaker Daniel Wellington has come a long way from being a startup worth $15,000 back in 2011. The brand successfully partnered with several social media influencers on Instagram and sold over a million watches in 2014, and earned revenue of $220 million in 2015.

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Through the above influencer marketing campaign, Daniel Wellington has generated nearly 3 million followers on Instagram till date. The best part of their campaign is that they were able to determine its impact using reliable metrics such as the increase in revenue as well as the number of social media followers.


In the digital world, where marketers are struggling to make their voice heard, social influencers can help you amplify your message across a wide range of audience. From earning credibility to generating a royal target audience, the advantages of influencer marketing are many. If you have already used influencer marketing in your PR strategy, tell us which factors motivated you to embrace this unique method in the comments section below.

Want to connect with Pratik Dholakiya? He’s the Co-Founder of the20media.com.

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