L+L Blog
Jun 6, 2024

Influencer Marketing: A Powerful Marketing Tool

Jen Heimann

What is influencer marketing? 

Influencer marketing is a growing sector of marketing making major waves – and impact. An influencer on social media (typically Instagram, YouTube, TikTok)  is a person who has built a large and engaged following on at least one social platform. These individuals create content that resonates with their audience – and you can find many for nearly every niche you can think of. Influencers use their platforms to share their opinions, experiences, recommendations, and daily life with their followers, and in doing so often partnering with brands to promote products or services. Their ability to shape the opinions and behaviors of their followers makes them valuable partners for marketing and advertising efforts. They are modern-day advertisers, but many people don’t always think of them that way. 

Why is influencer marketing important? 

According to a recent article by the Digital Marketing Institute, the effectiveness of influencer marketing is backed by compelling statistics: 

Compelling stats from the Digital Marketing Institute that support the growth of influencer marketing are shown.

Client opportunity 

Recognizing the immense potential of this marketing channel, we recently collaborated with over 10 influencers across diverse niches and follower sizes to amplify a national craft brand. By carefully considering the key personas of the brand and aligning those with targeted influencers, we were able to reach both the brand's traditional customer base and new, untapped audiences.

The result

Over the span of six months, the brand's sponsored content on Instagram garnered over 600,000 views, 14,000 likes, and nearly 900 comments. This increased engagement also translated into tangible growth, with the brand gaining several hundred new followers. Most importantly, the exposure provided by these influencer partnerships drove consistent sales, demonstrating the clear ROI of influencer marketing.

In today’s rapidly evolving marketing world where consumers are increasingly looking to influencers for purchasing advice and brand recommendations, leveraging influencer marketing is no longer optional but essential. As our recent campaign success shows, the right influencer partnerships can significantly enhance brand visibility, engagement, and sales, solidifying influencer marketing as a vital component of any modern marketing strategy.

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