Influencer marketing has seen a rapid rise in popularity over the past few years. Automotive influencers have started popping up to satisfy customers’ cravings for content done a little differently.
According to the 2015 Google Gearshift survey, the customer’s information gathering process has changed… one in two car buyers never visits the brand website before making a purchase, meaning it is imperative for brands to reach audiences with key messages in the channels they do use – including social media.
Influencer marketing is about identifying, researching, engaging and supporting the people who create the conversations impacting your brand, products or services and then establishing and maintaining mutually beneficial exchange relationships over time. At its base level, it is very similar to media relations.
But influence is relative…someone can be influential for one person, but not for another. And that influence shifts depending on the topic.
Using proprietary tools, we measure influence based on the audience and topic, rather than looking for ‘vanity metrics’ such as reach and engagement alone. Using our knowledge of the automotive space and the audiences within it, we can understand our targets’ consumption and motivations.
By understanding what they are liable to like and therefore share, we can better identify the influencers brands should be working with.