digital PR photography, Influencer marketing – what is it? how can it help?

Influencer marketing – what is it? how can it help?


Influencer marketing – what is it? how can it help?


How influencer marketing can amplify your digital PR campaigns

digital PR photography, Influencer marketing – what is it? how can it help?

It’s no secret that building a relationship with influencers can amplify your brand’s message and place it on front of your key audiences.

The ever-evolving field of influencer marketing has come a long way in the past few years, proving to deliver great value to businesses when it comes to building long-term relationships with their customers.

So, how does it work? Our digital PR team tells you everything you need to know if you’re considering influencer marketing as the next step for your digital campaign:

1. What is an influencer?

An influencer is someone who holds the power to affect purchasing decisions of the general public or a group of followers who view them as having an elevated sense of authority or knowledge about a certain subject.

Successful influencers tend to have built a relationship and trust between themselves and their audience, that acts as a catalyst to purchase or engage.
What is influencer marketing?

Influencer marketing, also known as branded content, is a combination of new and traditional marketing tools that aim to place celebrity endorsement into a contemporary content-driven marketing campaign and create collaborations between brands and influencers.

While most of us think of Kim Kardashian or Dwayne Johnson when we hear the work “influencer”, not all influencer marketing involves high-profile celebrities.

Instead, it can involve individuals who have built a trusting relationship with their online following and have the power to influence their purchasing decisions.

By using endorsements and product mentions, influencers can help you gain competitive advantage and reach a targeted niche of consumers.

Check out our influencer relations results from the media launch of one the hottest restaurants in Edinburgh – Thai Express Kitchen:

Innovative Thai restaurant gets a launch night to remember

2. When it began & the current influencer landscape.

Influencer marketing is not a new tactic and has been utilised by brands and businesses for years.

However, over the last decade ‘influencer marketing’ as it is now defined has been catapulted into the mainstream. The development of different social media channels has changed the influencer landscape to the point where you now cannot open a social app without seeing the typical ‘Instagram influencer’.

Respectively, influencer marketing’s worth is estimated to have grown from $1.7 billion in 2016 to $13.8 billion in 2021 with many firms now introducing a budget for both influencer and content marketing with the intent to progressively increase it.

This is now why it is more important than ever to select the correct influencer for your brand and one that is authentic and holds report and trust with their followers. Through determining the correct influencer for your brand, influencer marketing can be a really impactful way to help your product or service reach a targeted niche of consumers.

We worked alongside rum start up, Brass Neck, to reach key audiences through collaborating with some of the the country’s top food and drink micro-influencers, increasing their Amazon sales:

Cheers to digital success for Scottish Rum start-up

3. Why including influencer marketing is essential to digital PR strategy and what are the benefits?

When implemented properly, influencer marketing can be a great tool in your marketing armoury.
Using an influencer can humanise your product, increasing relatability and the trust consumers have in your brand. Whether they are micro or macro, selecting the correct influencer to represent your business can elevate consumer awareness and drive sales.

We helped create a integrated mini-campaign for green-thumbed homeowners for Cala Homes (East). The content helped the property developer celebrate National Houseplant Appreciation day in a unique and engaging way :

Guide for green-thumbed homeowners grows digital success

4. So, how can our digital PR team help?

How influencers can help you? title graphic by digital PR experts for influencer marketing blog

Our influencer marketing experts at Holyrood PR understand the importance of incorporating influencers in your digital PR strategy and can help your business or brand develop a strong tailored strategy to help you reach the right audience for your product or service.

We can help you build your campaign, locate and contact influencers who align with your brand image, create achievable goals and track the impact they have on your digital PR strategy.

Check out more digital success stories here:

Is collaborating with influencers the right digital PR move for your business?

Get in contact with our digital PR experts to discuss how influencers can elevate your organisation:

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