Why You Should Incorporate Influencer Marketing into Your PR Strategy

By Alexa Andanar

You’ve seen it, heard about it, or even scrolled past it through your Instagram or TikTok feeds – influencer marketing. Admit it, whether it be the workout set you wear to the gym or the latest addition to your skincare regimen, your spending habits have been influenced by someone with a following on social media. Influencer marketing has been a modern, 21st century phenomenon that has shifted the public relations landscape. Now, not only should PR practitioners execute plans in terms of pitching, social media planning, or content marketing, but include influencers in the mix as well. Here are some reasons why your PR strategy might be better-off with influencer marketing: 

Influencer Marketing Is Relevant And Popular 

To adapt to an ever-changing (and ever-fragmented) media landscape, it’s important for PR practitioners to stay relevant with their strategy and tactics. Influencer marketing has been on the rise – in 2016, it was valued at $1.7 billion, and in 2022, it is estimated to be valued at $16.4 billion. You may have already established your social media presence, but influencer marketing is another layer within social media that you might want to consider strategizing, given that it is so popular among businesses and brands. A survey by Chief Marketer found that more than 66% of brands use mid-level influencers – influencers with a follower count between 50,000-500,000. 

Influencer Marketing Has Proven Effective In Strategy 

A lot of brands have seen success with their branding and marketing efforts thanks to influencers, and there are statistics to support that. According to a study by Nielsen, which surveyed people on which type of advertising they trusted when purchasing a product, 66% of respondents trusted consumer opinions online, and these consumer opinions are at the very heart of what influencers do with the products they feature. 

One notable example of a brand succeeding through influencer marketing is Banza, the chickpea pasta product that prides itself as a healthy alternative, containing more protein and fewer carbohydrates. A food startup company, Banza worked with food, wellness, and health influencers who shared unique pasta recipes using the product. The campaign gained enormous traction even with regular social media users, and in 2018, Banza received 30,000 user-generated posts from home cooks on social media. 

Influencer Marketing Can Both Be A Form Of Earned And Paid Media 

Yes, influencer marketing is successful in achieving PR goals, but your client might tell you they don’t want to incur additional costs on it. The good news is that although influencer marketing involves some form of cost – whether it be paying the social media influencer or sending them samples of your client’s product – when done well, it can translate into earned media. If your communication efforts with the influencer extend beyond a transactional relationship, you can build rapport. That rapport, built on trust with you, the client, and of course the product, can mean consistent and positive reactions, reviews, and ultimately, content to help your brand.