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Benefits of Influencer Marketing

Benefits of Influencer Marketing
Posted in Casino Marketing Comments

I don’t think anyone would argue that social media is here to stay. It allows for people to stay connected, share their likes and dislikes, and it gives businesses a chance to advertise in a personable way right in someone’s home. One of the biggest ways to market through social media is through influencers. Influencers are people who have a large following of trusting consumers who share the same interests. Influencers are paid by brands to advertise their products to their followers on social media platforms - such as Instagram, Facebook, YouTube, etc. - and many have found it incredibly successful in terms of ROI.

In 2016 M&Ms decided to let the fans decide its new peanut flavor by holding a mini-election.  M&Ms hired an actor to act as the official campaign manager and partnered with social influencers to help spread their message and rally support for each of the potential flavors.  The hashtag #MMSFlavorVote was created to drive social awareness and voting.  Voters ultimately elected Coffee Nut as the winning flavor, and the campaign resulted in over 1 million votes and 269 million public relations, social media, influencer impressions. 

We know influencer marketing has become a huge phenomenon, creating millions of dollars for major brands, but how is it helpful to your casino?

Cost versus Return

Price varies for influencers and their campaigns, depending on the platform and the overall engagement the influencer receives.  However, the generalized cost is low.

For example, an Instagram influencer with 1 million followers and 2% engagement will have a price range of around $10,000 per Instagram post or campaign. When you think of it in terms of spending that amount on one person, it seems a bit ridiculous; however, a 2% loyal following is 20,000 people. These people trust that influencer with everything they buy, therefore, you are likely to have those people buy into your brand. A local airing of TV advertisement averages $5,000 per million viewers, and that doesn’t even include the expense of making the commercial or guarantee your commercial airing in front of the right people.

Personalization

Think about having to find somewhere to get your haircut. You see a commercial or ad for a salon but your friend who has the same sense of style as you recommended another place. Which are you more likely to go to? Probably the one your friend suggested.

Others are much more likely to do and buy something when someone they know recommends it. Influencers are internet friends suggesting to you products and brands all day long. When it comes from someone they trust, it is a more personalized message to the consumer. It seems genuine and can be expanded on by asking questions. People feel they have a personal help hotline to the brand.

Brand Awareness

If brand awareness is one of your business goals, we suggest looking at influencers as a way of gaining that exposure. You can target your casino to the demographic you are trying to attract and are giving it exposure through a medium that the consumer trusts at a fairly low cost.

They say it takes people 7 times to see a brand before they consider taking action. Bypass that statistic by using influencers with an engaged audience to start thinking about visiting your casino immediately.

60% of time spent online is on social media platforms. Take advantage of the different ways social media and influencer marketing can be beneficial to you. Contact us to find out how we can help build your digital presence.  

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