More than ever before, people with purchasing power, especially Millennials and Gen Z, largely trust influencers to provide brand and product education and recommendations (some research examples below). Because of this, strategic communication professionals increasingly dedicate marketing dollars to influencer marketing¹, with as much as a 1300%+ market size increase since 2016². What influencers do that traditional marketing rarely can is capitalize on the trust and parasocial relationships – or one-sided relationships – that have been built over time. 

Because influencers are experts in their industry and typically seem trustworthy, they have an extraordinary ability to win over highly-targeted audience segments. Brands can tap into that rich reservoir by partnering with influencers, thus avoiding additional mining or expensive marketing with high levels of waste.

At JDPR, we have managed various influencer programs engaging macro- and micro-influencers and industry experts in categories ranging from travel, food and music to special needs parenting to power tools, outdoor power equipment and landscaping. In our years of experience, we have seen our clients benefit from partnering with influencers by reaching their target audience(s), increasing their brand exposure and building overall trust. 

1. Reaching Target Audiences: One of the biggest draws of influencer marketing is gaining access to an influencer’s highly-curated, target-rich audience built of people with similar mindsets, goals and lifestyles. Though other outlets can also offer access to niche audiences, influencers have the added benefit of audience buy-in and content personalization. By working with an influencer who has a dedicated following and who engages with your brand authentically, there is less waste and a more genuine connection with your target audience. 
2. Increasing Brand Exposure: Aside from reaching target audiences, increasing exposure is often a goal for both new and existing brands. Including influencers in your marketing strategy can help expand your existing audience and introduce your brand to people who are already positively engaging with similar content and products. Consumers will watch videos, like photos or read blogs about their favorite influencer interacting with your brand and, in turn, be more inclined to click a link leading directly to your website. This type of exposure and engagement can not only increase the traffic to your owned channels but also increase your brand’s search engine optimization, or SEO.
3. Building Trust: Trust is integral for any brand’s success. According to the 2023 Edelman Trust Barometer Special Report, 88% of consumers feel that trust is an important consideration when buying a brand³. Furthermore, the same report describes the Trust Loop (p. 21), which explains that brand action reinforced by communications – like influencer engagement – builds trust which drives growth, purchase, advocacy and loyalty. As mentioned, influencers already carry a level of trust with their audience. Building genuine and positive relationships with like-minded influencers increases your brand’s credibility, reinforces your brand’s value and relatability, and deepens brand trust. 

Influencer marketing is a great tool to have in your belt, especially as the media landscape continues to evolve. As one tactic part of a broader strategic plan, influencer marketing is an innovative way to reach new communities, increase your overall exposure and build additional brand trust. At JDPR, we familiarize ourselves with the marketplace by following trends, seeking out key players and tapping into our influencer network to build tailored marketing strategies to help our clients stand out and reach their specific goals. 

In a world where how we choose to live our lives is trending, JDPR can implement tools to help your brand remain timeless.