Influencer Marketing: The Superhero Against Ad Blocking
An Ad Blocker is a software--most of the time free and easily accessible by anyone—that allows digital users to block ads on webpages. Today, about 150 million users (45 of them in North America), are using Ad Blocking tools, the majority of whom are millennials. Moreover, statistics predict that 3 in 10 internet users will adopt Ad Blockers by the end of 2018.
The increasing diffusion of the ad-preventing softwares is not a surprise. In a fast-paced and dynamic space like the Internet, online users wish to get to the content they are looking for in an immediate and efficient fashion, and certainly without any interruptions or interferences. Nevertheless, the rise of Ad Blocking as a phenomenon could undoubtedly hinder brands' digital marketing strategies by preventing companies to reach their target audiences through online advertising content.
The solution lies in developing influencer marketing strategies that would allow companies to reach customers in an effective and immediate way. The efficiency and the power of influencer marketing over Ad Blocking is supported by different factors:
While digital users can block content on Internet, they cannot and of course do not wish to block the content published by people they follow on social media.
Users voluntarily decide to follow influencers on social media to see their posts. Thus, Influencer marketing campaign posts are not perceived as a waste of time given the high interest and engagement of followers.
Ad Blocker users are digital natives and millennials, which means that they are likely the same people who compose influencers’ main followers. For this reason, they will accept and appreciate the content posted by their idols, even if it is a product promotion.
Followers trust influencers and use Word Of Mouth to make purchasing decisions. Therefore, they will naturally be more curious and attracted to the products suggested by their idols, since they are perceived as being more authentic and reliable as compared to testimonials in traditional advertising, for example.
Influencers’ primary mission is to share life moments with their followers. Their ability to create a story behind a product will make customers perceive their posts in a positive way, not as pure and blatant advertising.
Influencer Marketing is a powerful alternative to traditional digital advertising since it is able to attract new customers and drive traffic to brands' social platforms in an organic way. Its ability to be immune to ad blocking and, at the same time, be perceived as less invasive by followers, is bound to solidify it as the premier method of digital advertising.
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