In the last decade, reputation management has changed dramatically. From a time when PR professionals used to converse directly with the media to build a brand’s reputation, now influencers are used for the same thing. There are a number of potential ones with a large existing audience and established reputation. Reputation management companies now advocate the use of influencers to gain access to their target audience.

Influencers are the individuals who have the power to affect the purchasing decisions of others who believe in their authority, knowledge, or power. Influencers can be bloggers, Twitter users, digital journalists, and even YouTubers. The reason brands seek out these influencers is because their audience consciously takes the time to listen to their opinions. Influencers are believed to be more relatable compared to a brand or a company.

Some reasons why reputation management services promote influencer marketing are:

Powerful

One of the most effective ways one can promote their brand is through word of mouth. Most types of advertising make customers suspicious because it is paid for. Ads, whether on the radio, TV, newspaper, or even online, tend to interrupt customers, but in the case of influencers, the customer consciously tunes in to hear them.

Social

Currently, social networks are an important form of advertising and are used by most brands. Almost all brands are now making an effort to be more accessible online. Most influencers are actively online, whether through blogs, videos, or images. Social media is the next form of advertising that is here to stay. All reputation management companies believe that social media is here to stay and should be used by brands.

Native Advertising

Traditional advertising tends to interrupt the customer experience, while in the case of native advertising, it places products, services and brands alongside organic content creating an enjoyable experience and ensuring that the brand remains top of mind with the customer.

Steerable and trackable

The best thing about using social media as a platform for advertising is the fact that compared to traditional advertising, it is easily targeted. There are a number of sites that allow reputation management services to track your ads and check their effectiveness. Social media ads can also be specifically targeted to specific customers which makes your ads more effective.

Influencers play an important role in helping a brand pave its way to success. Unlike traditional advertising, they provide a more effective opportunity to communicate with customers.