“ Traditionally , ISPA members have been hesitant to in vest in influencer marketing due to the lack of responsibil ity and regulation around the practice . Now , industry leaders may be well advised to reexamine their stance on this prevalent aspect of social media marketing . ”
reach , a micro influencer ’ s audience may feel closer to home for your audience and provide you with a higher conversion rate . Again , authenticity is king here — an influencer should already be in line with your brand so that their audience seamlessly relates to you and , in turn , seeks out more information on what sets you apart in the market and why you offer the perfect experience for them .
COMMUNITY LEADS TO CONVERSION At the root of effective social media marketing , whether it manifests itself on TikTok or through influencers , is community . HubSpot ’ s 2022 Social Media Trends Report stresses the importance of brands being strategic in shaping content around the consumer first and foremost , with the end goal of establishing loyal and engaged communities . Keep in mind that these communities don ’ t always have to be under your control — in fact , it can sometimes be better for your brand if the communities develop outside your brand bubble and make it their own as long as the community displays a positive and inclusive spirit .
Online communities will continue to be strengthened into 2023 and lead to countless conversions and conversations that will all contribute to the success of your brand if you take the time to cultivate a consistent digital presence across all social media platforms . Be transparent , be persistent and be persuasive in a way that gets people talking , and your brand will be well on its way to a massively successful year ahead . n
NOVEMBER / DECEMBER 2022 n PULSE 51