A form of marketing where a focus is placed on the relationship between a brand and an influencer, in order to target a specific audience. The influencers have generated loyalty and trust among their followers, which allows them to promote the brand’s services and products through social media platforms, like YouTube or Instagram.

What is influencer marketing?

A form of marketing where a focus is placed on the relationship between a brand and an influencer, in order to target a specific audience. The influencers have generated loyalty and trust among their followers, which allows them to promote the brand’s services and products through social media platforms, like YouTube or Instagram.

This style of marketing has been around for decades through celebrity endorsements, but this is the first time we are seeing how heavily influential social media can be.

 

Does it work?

Well, as two-thirds of marketing departments are looking to increase their budget for influencer marketing over the next year and with an average 7,650% increase in earned media value returned, we’d say yes. It has been proven to be an active marketing channel.

You might also be wondering why influencers have become the next big thing. They’re the easiest and most direct way to win your consumer’s trust.  Traditional advertising can sometimes come off as pushy and dishonest, whereas an influencer provides consumers the credibility they seek during the consideration process. Influencers are useful in generating relevant leads because they provide access to an already engaged audience. Their followers trust their opinions and recommendations.

But with so many public figures across multiple media platforms, how do brands know which influencer will connect them with their target audience?

 

Niche

The most important aspect to consider when choosing an influencer is their niche. You need to make sure that their content is relevant to your brand values and your product. For example, if you are an athletic clothing company, you would pick a fitness influencer over a food blogger, to ensure that your message reaches a relevant audience.

 

Engagement

Contrary to popular belief, follower count isn’t the principal thing that should be considered when deciding on an influencer. Engagement is vital because it is an indication of how many followers are genuinely interested in an influencer’s content. Also, influencer’s with smaller followings tend to have higher engagement rates, so it is critical to evaluate whether micro-influencers (1K – 100K followers), macro-influencers (100K – 1M followers), or mega-influencers (over 1M followers), are best for your brand.

 

Reach & Amplification

One of the best qualities this type of marketing has is how expansive it can be when it comes to the number of influencers that businesses can choose to represent their brand and reach larger audiences.

Reach plays a vital role in the decision of influencers as it determines how far and wide your campaign can be amplified. To generate greater brand awareness or increase conversion rates, it might make sense to have a mix of micro, macro, and mega-influencers to best tackle reach and amplification obstacles.

 

Content Quality

The quality of an influencers content is an essential consideration because you want to make sure their aesthetic matches your brands’ personality. Always check their layout to ensure it is not oversaturated with promotions because it will weaken an account’s credibility and therefore have either a negative or no effect on the audience that you’re targeting. As a brand, it is crucial that your values match those of who you choose to work with.

The collaborative effort between brands and influencers is essential today in amplifying a brand’s position and building stronger relationships with consumers.

 

Resources:

Influence.co

Medium

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