Why Influencers Are Better Than Brands on Social Media Channels

A large group of people following a single person on social media.

In today's social media landscape, influencer marketing has become an indispensable tool for brands looking to authentically engage with their target audiences. But what makes influencer marketing so effective compared to branded content directly from companies?

There are several key reasons why partnering with influencers provides better results than brands attempting to grow their own organic social media followings.

Authenticity Resonates with Audiences

One of the core appeals of influencers is that they already have established followers of highly engaged fans who trust their recommendations. Unlike branded content that can come off as promotional, audiences perceive influencers as authentic experts in their niches, whether that be fashion, travel, or even specific products. This authenticity makes audiences more receptive to influencer marketing campaigns.

Brands that partner with relevant influencers can benefit from that existing trust and goodwill. Audiences are much more likely to engage with and share content from influencers who are perceived as genuine advocates of a product or service.

Influencers Know How to Optimize for Each Platform

While brands may have a solid understanding of their own products and services, influencers are experts when it comes to optimizing content specifically for each social media platform. They know what type of content resonates on Instagram versus Facebook, Twitter, YouTube, and beyond.

Influencers understand both the written and unwritten rules of each platform. They leverage this knowledge to produce high-quality content designed to perform well on each channel. This platform expertise ensures influencer marketing gets in front of the right target audiences.

Hyper-Targeted Audiences and Niche Experts

One of the greatest strengths of influencer marketing is the ability to identify and partner with niche experts who have highly targeted, engaged audiences aligned with a brand's goals. Whereas brands need to try to appeal to a broad range of consumers, influencers have often built their followings around specific topics like health and wellness, entrepreneurship, beauty, and more.

This allows brands engaging in influencer marketing to get their messaging and products in front of targeted groups who are actively interested in those offerings. Identifying and partnering with the right influencers allows brands to cut through the noise on social media effectively.

More Engagement and Further Reach

Even the most popular brands generally cannot match the engagement levels and reach of top influencers on social media. The most followed brand accounts may have millions of followers, but their content is often lucky to get thousands of likes and comments.

In contrast, it's not uncommon for micro-influencers with followings under 100,000 to get engagement rates of 5-10% or more on their content. This means real people liking, commenting, and sharing their posts and stories.

The cumulative effect of tapping into multiple influencers in a niche is powerful. Compelling influencer content gets engagement and can spread organically via shares. This expands reach beyond just existing followings, sending ripples through social networks.

Influencer Marketing Drives Real Sales

At the end of the day, the true measure of effective marketing is sales. While brand awareness and engagement metrics have their place, generating direct sales is the goal for most marketing campaigns. Numerous studies have shown influencer marketing delivers impressive results when it comes to driving conversions and sales.

92% of consumers trust recommendations from other people over branded content, according to a BrightLocal consumer survey. Furthermore, every $1~₹83.26 spent on influencer marketing generates $5.20~₹432.97 in earned media value for brands according to a Mediakix ROI study.

For products and services that resonate with their followings, influencers routinely move the sales needle and deliver a significant ROI relative to other digital marketing channels.

Why Influencers Are Better? Fluencer Market: Connecting Brands with Powerful Influencers

At Fluencer Market, our mission is to revolutionize influencer marketing by seamlessly connecting brands with talented micro-influencers on social media. We offer curated influencer marketing bundles that provide the talent and strategy to achieve a wide range of awareness, engagement, and conversion goals.

Unlike working with individual influencers, our bundles allow brands to quickly launch strategically-crafted influencer campaigns. We handle all the heavy lifting from influencer identification to campaign management and reporting. To learn more about launching effective creative influencer marketing through Fluencer Market, request a demo today.