Why Influencer Marketing Has the Edge Over Paid Ads?
In many ways, paid advertising is a robust strategy for brands to create brand awareness and boost sales. But at the same time, influencer marketing is an effective channel to drive target audiences to buy your product. This debate over influencer marketing vs paid ads has already begun among marketers.
The need for the debate arises because people no longer believe in paid ads. It lacks authentic opinions and reviews— something which influencer marketing thrives on. Influencers come with credibility, which paid ads have lost over the years.
For customers, paid advertising on digital channels is like clutter. And influencer marketing lets you cut through that clutter through authentic and reliable content by social media influencers.
Despite this, the smart move is to have a marketing mix that includes influencer programmes and paid ads to help you drive revenue. But before that, let us explore how influencer marketing is a notch above paid ads.
Influencer Marketing vs Paid Ads
Both strategies have different approaches to achieving your marketing campaign objectives, such as increasing brand awareness, bringing in new leads and boosting SEO. Under the paid ads comes social media, search engine marketing and display advertising.
Using influencer marketing, you onboard content creators with expertise in a particular niche who can create awareness and create touchpoints with their followers before they buy your product.
Even statistics show that influencer marketing gives you a return of $18 on a spend of $1, which is higher than the $4 generated by ads. It makes the former marketing channel the relevant one. But it has merits and demerits before you derive conclusions to the influencer marketing vs paid ads debate.
Pros of influencer marketing in comparison to ads
1. Targeted audience base
Influencers are like experts in a particular domain, which might overlap with the product or service you are providing. By recruiting them, you get access to an audience segment already interested in your niche and can relate to your product. Content creators help you generate a high level of social proof that makes you reach the targeted and new audiences.
In the case of paid ads, although you do precise targeting, there are high chances your audiences will not react to it due to ad blockers and banner blindness. But monitoring the paid ad's impact will, however, let you find the target audience.