Marketing content from influencers can be seen almost everywhere. It’s nearly impossible not to scroll through social media or see traditional forms of advertising without the use of individuals who have a mass following.
Whether it be sports stars, reality stars, or individuals who have managed to trend and go viral on social media, these people have become marketing opportunities for organizations and industries worldwide. So much so they have become a primary form of advertising for many.
As a result, businesses have started to merge them into their campaigns. It isn’t just singular promos, though, as many have incorporated influencers into various marketing strategies to try and engage with customers across multiple channels.
Why have multi-channel marketing strategies seen companies integrate influencer content?
As companies continue to try and target as many people across multiple channels as possible, challenges have become present. Different types of marketing can be received by different demographics, which can make it difficult to convey the right message or one that is consistent with the brand.
Businesses will engage in multi-channel marketing strategies because of the several benefits that can be obtained. These include the ability to:
- Reach consumers who might not be accessed through a single channel.
- Tailor messages to different customer segments.
- Create a unified customer experience, ensuring consistency across all channels.
While using a multi-channel marketing strategy clearly offers its advantages, it can be difficult to execute when using influencer content. Many challenges exist when using this form of marketing, including the difficulty of managing each campaign correctly or finding the right type of influencer who can appeal to everyone.
Digital platforms have emerged, enabling businesses to find effective solutions for navigating modern challenges. Many have explored platforms like Popular Pays to connect with the right influencers for their content campaigns while also streamlining operations and centralizing the entire process.
Influencers creating content across several channels
In doing so, they have been able to create effective and informed campaigns across a widespread type of media.
Social media has been a popular marketing channel for businesses, especially in recent years, given the birth of influencers. Those who are considered to be influencers typically have a social media footprint, as this is where they initially grew their own following or found a level of popularity. It’s hard to find something as effective as these digital platforms, as the vast majority of the global population uses them.
As of January 2025, over 5 billion people were using social media worldwide, which is more than half of the total population. This gives companies the best chance of reaching as many people as possible, especially as content can be shared. It can be witnessed by those who don’t follow the influencer that has been used because friends of friends have shared them.
However, social media techniques won’t necessarily translate well with other methods. For example, while it can be beneficial to create videos for TikTok, Instagram and Facebook, different techniques will need to be considered for other alternatives. This is why it is important for companies to carry out several best practices when using tools related to this type of marketing. Otherwise, they could find they aren’t being as effective as possible.
Although approximately 8 billion make up the world’s population, there are still around 3 billion that do not have social media. This can force companies to use more traditional forms of advertising campaigns with influencers on them.
TV commercials can still be used with influencer content to target potential customers. It is estimated that 5.23 billion people worldwide watched TV in 2023, with the number set to increase to 5.5 billion by 2029. Influencer content can be seamlessly transferred to TV ads. For instance, it could be very easy to transfer an Instagram reel or TikTok video to a bigger screen without too much editing needing to be done.
Aside from TV commercials, email marketing can also be explored. In 2023, it was estimated that 4.37 billion had email accounts. This is another figure expected to increase, with projections suggesting the number could grow to 4.89 billion by 2027. Influencer content can be used across this marketing channel, as they can have their photos or small videos clipped within the content sent to potential customers.
Why are organizations using influencers for marketing strategies?
Given the social footprint influencers tend to have, they have become an unmissable marketing opportunity for organizations. As mentioned, those who are categorized as influencers tend to already have a large following behind them. For example, Cristiano Ronaldo is one of the biggest influencers in the world, with a following of 733 million across his social platforms. It’s said he can command a fee of around $3.23 million per post, acquiring a 1.43% engagement rate.
Organizations are looking to capitalize on the popularity of these individuals as a means to successfully market their products. High-profile individuals or those who have created a level of trust with their followers because of their content or what they have shared in the past can establish emotional bonds. This can be positive for the company having their product advertised, as the connection can help generate sales.
For instance, when someone is viewed doing something with a product or service they are advertising, those who follow them may be more likely to attempt it than if they were to see someone else. It’s exactly the same when purchasing a product, as people will trust the review the influencer has left because of the emotional connection and credibility that they may have built in the first place to gain several followers. In turn, this may help to increase the number of conversions compared to other forms of marketing.
What needs to be understood for effective multi-channel marketing when using influencers?
It can be difficult to achieve success when using influencers as part of multi-channel marketing strategies. As this technique looks at various methods simultaneously, it can be difficult to find an influencer who may have the same reaction to everyone who is being targeted. For instance, the individual may have a following across several demographics, although they may not always be well-received by all of them. An example might be someone who is enjoyed by people who enjoy a certain type of personality or characteristic, although not everyone in that demographic does.
As a result, an organization needs to think very carefully about the type of influencer they use if they are to achieve the maximum amount of success and those that align with their social media goals if that’s the route that they decide to go down.
They need to find someone who can relate to the vast majority of their target market, who can be authentic and allow for new relationships to be fostered and turned into long-term conversions.
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