With people spending more and more time on social media and consumer marketing fatigue being a very real thing, influencers offer fresh, engaging and effective ways for brands to connect with audiences. And with the influencer marketing industry set to hit a whopping $24 billion in 2024, it's clear that now is the time to tap into its potential.

But if you’re still on the fence, knowing you should be working with influencers but not sure why, then read on. We’ve listed some key benefits that go beyond mere likes and follows.

1. Influencers are trusted voices

People naturally trust their peers. In fact, 69% of consumers trust influencers' recommendations. So influencers, with their engaged communities and trustworthy voices, offer authenticity and reliability when they’re talking about brands. They weave genuine stories and share relatable experiences, bringing that human touch to your messaging and ensuring it resonates.

2. Influencers amplify brand awareness

Influencers can act as a bridge between your brand and market awareness. Through engaging content featuring your offering, they spark curiosity and amplify brand awareness. This is helpful for emerging businesses lacking an established audience or for established brands looking to create hype around new launches. But further, their impact on brand visibility can even surpass traditional PR methods. 

3. Influencers help you reach targeted audiences

By carefully selecting influencers whose following aligns with your desired demographics, you can reach your target audience directly and effectively. For example, geo-targeted influencer marketing can boost the success of your campaign through personalised content tailored to audience locality and behaviour. And while finding the right influencer can seem a little daunting, today’s tools and platforms offer the technology to help you source the right fit.

4. Influencers generate sales

Did you know that 64% of people are more likely to buy from a brand that partners with an influencer? While promo codes and recommendations are direct sales drivers, influencers also excel at indirectly boosting sales by spreading the word about your brand, attracting leads and nurturing them through persuasive content – especially during those critical bottom-of-the-funnel moments. From product demonstrations to addressing customer concerns, influencer content can be the final nudge that clinches the deal.

5. Influencers drive traffic

Influencers do more than just grab attention – they direct traffic towards meaningful interactions. Whether they're sending followers to your website, online store, or social media profiles, their influence leads audiences to engage with your brand. This is key because it shows that consumers are actively involved and moving along the sales journey.

6. Influencers are great value for money

Aside from driving sales, influencers bring more ROI than meets the eye. For one, influencers offer a unique advantage by showcasing products or experiences without the need for pricey brand shoots. What’s more, their content is specifically designed for social platforms. This more consumable content resonates strongly with viewers, unlike highly produced brand shoots that can feel inauthentic.

And when these collaborations are leveraged across paid social, they can cut through the noise to drive more value for your brand. In fact, a recent Aspire study found that 63% of marketers claim that influencer-generated content performs better than other brand-directed content.

7. Influencers are your content creation partners

Constantly brainstorming fresh ideas can be challenging, especially if you have a small content team. But influencers can help build a content library that you can repurpose on your organic channels. They’re highly skilled at creating quality, engaging and educational content that showcases your brand in a new light, while offering unique insights.

8. Influencers help grow your socials and online community

Yes, influencers can certainly boost your follower count, but metrics aside, the real value lies in engaged communities. Influencers spark authentic conversations, building a sense of belonging and shared values among your target audience. Plus, long-term collaborations with the right influencers reinforce this community spirit. By consistently advocating for your brand and interacting with audiences, they establish a lasting foundation of trust and connection.

9. Influencers help you understand your audience better

Unlike many traditional advertising channels, influencer marketing offers tangible metrics for measuring success, as well as insights on your audience. Track key metrics like website traffic, conversion rates, sales, link clicks and engagement rates to effectively gauge the ROI of your campaigns.

And as collecting third-party audience data becomes more challenging, working with influencers can help source this information. They’ll provide data on the age, gender and location of audience demographics. These insights also make it easier to create more relevant and engaging content for your own channels. You can also use codes for UTM tracking, so you can see who’s converting to help you make data-driven decisions in the next campaign.

10. Influencers help you keep up with content trends

Social media is a moving beast that’s always changing in terms of trends. Keeping up with it all can be difficult. But riding the wave of trending content, or ‘trendjacking’, is easier with influencers. Their early adoption of trends keep your brand fresh, relevant and on top of what resonates with audiences. And when influencers work with a brand during a timely trend, it not only amplifies the message's reach but also adds credibility to your brand.

Interested in harnessing influencer marketing but not sure where to start? We can help.