Influencer Marketing vs Display Advertising
Updated: May 17
Do you ever feel like the amount of ads you see online and on social media outnumber the content you’re looking for? Despite that, do you actually remember any of the ads you see? Well, the average person sees at least a whopping 5,000 ads per day, so if your brain is trained to block them out, you’re not alone.
As a consumer, it’s almost impossible to remember an ad even a second after you scroll past it. As a marketer, that makes it equally impossible to break through the clutter and capture someone's attention long enough to convert a sale.
Display advertising refers to ads that you see on search engines, websites, and social media platforms that link you to a brand’s website. Think Google and Facebook ads. This type of advertising has you target specific audiences and build brand recognition by showing ads to the same people multiple times - hoping that your ad breaks through the noise.
While this allows you to have complete control over what your potential customers see, the ads are often quite plain as they have character limits and don’t allow for very dynamic creative assets. This works wonders for some brands and products, but in a world where people are increasingly preferring brands that have a unique “personality,” its time to adapt and connect with your customers.
Influencer Marketing refers to using social media personalities with a dedicated following to promote your brand. While celebrities were the original influencers, the incredible rise of social media has allowed pretty
much anybody to become an influencer, and they likely have more influence over their followers than Hollywood celebrities. This is because people trust their favorite influencers to deliver their honest opinions, and they choose to connect with them and follow them, as opposed to celebrities that we see whether we want to or not.
When it comes to working with an influencer to create content, your brand has to give up some creative control. Since influencers are speaking to their audience, it’s imperative that they speak their thoughts in their voice, as opposed to spouting off your corporate message. That may seem scary at first, since no one knows your brand the way that you do, but, what actually happens is that influencers bring authenticity and originality to your brand, and that resonates with their followers.
They don’t feel like they’re listening to an ad, they’re listening to a person.
Using Influencer Content for Display Ads
The value of influencer content goes far beyond the singular post on their feed. With the appropriate permissions from influencers, your brand can use that content in your display ads and successfully break through the thousands of ads your target audience is seeing each day. A video of a person boasting about a product is more likely to make someone stop scrolling than a static ad with a corporate message. Consumers are more likely to create a positive association with the brand or product shown, and make a purchase.
This also allows you to save on your creative ad budgets, as influencers are more likely to create content in exchange for product or an affiliate link. You heard that right, you get better content, for less money spent.
If you’re still deciding whether or not your brand should join the influencer space, check out the below statistics.
On average, businesses generate $6.50 in revenue for each $1 invested in influencer marketing
A recent of 20,970 participants, only 830 preferred the traditional advertising format whereas 20,140 selected the influencer content as the more appealing advertisement.
If influencer marketing doesn’t have a place in your current strategy, it's time to make some room. The benefits far outweigh the costs (about $6.50 in revenue for each $1 spent) and it can help take your brand out of the background and into the forefront of your audience's minds.
Contact us to hear more about BB3's Influencer Marketing offerings!