The Power of Combining Earned Media and Paid Media
If you can't beat 'em, join 'em. Influencer Marketing is the 'new black' in advertising because it meshes the trust that Influencers have built over time with ad dollars from brands who don't have that level of trust with their audience.
When the best aspects of earned media, which organically results from building a fan base for your work, and paid media, or paid advertising, blend together you have a Trust Engagement. Integrity between Influencers and their communities on behalf of businesses in these engagements results in a win/win/win scenario where the ultimate form of word of mouth marketing is born.
When Influencer Marketing is done right, the targeted audience receives information about products and services they are potentially interested in, the influencer gets compensated for sharing the currency of trust they've built, and the brands receive access to an active, passionate, interested community.
An influencer knows that her reputation is her currency and she won't jeopardize that for a little fast cash unless she's an idiot. (If she was an idiot, she probably wouldn't be influential though.) She would only share or promote something that she believes in and that she knows her audience will be thankful to learn about.
Some say that if you pay for promotion from an influencer it isn't word of mouth marketing. If it connects people to resources that are appreciated it probably doesn't matter what kind of marketing it is, but I still say it's word of mouth marketing. This is important because word of mouth is the fastest and most powerful way anything can be marketed.
Word of mouth marketing doesn't have to do with whether someone is paid or not, it has to do with whether the person is genuinely passionate about the product or service they are talking about. When earned media and paid media merge to create word of mouth marketing through an Influencer, you have hit the jackpot.
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