Influencer marketing has become a hot topic for businesses who are looking to increase their brand awareness, showcase their products or services, and grow their reach. With the rise of social media influencers and micro influencers, this form of marketing is more popular and more accessible than ever. While it’s not a new concept, the popularity of social media has made influencer marketing more viable for small businesses. Let’s take a closer look.
What is an influencer?
Before you can truly understand the concept of influencer marketing, you first need to look at the role of an influencer. Essentially, an influencer is someone who has the ability to change or persuade the behaviour or thinking of others. Influencers often have a key focus or niche that allows them to tap into a very specific market.
These days, influencers are often determined by their social media following, but there is more to it than a number. An influencer needs to have a loyal following, and while an impressive reach is valuable, engagement scores are more telling. More and more brands are also turning to micro influencers for their marketing needs. While they don’t boast big social media followings, their engagement rate is usually quite impressive and their charge out rates are low.
What is influencer marketing?
At its core, influencer marketing is simply capitalizing on the reach, authority and credibility of an influencer, in exchange for payment of some kind. Influencer marketing comes in all shapes and sizes, from a product shot shared on Instagram to a video uploaded to YouTube or a giveaway on Twitter. Unlike more traditional forms of advertising, influencer marketing needs to be as natural and authentic as possible.
Influencers work hard to build their audience and more often than not, they want to maintain an honest and authentic relationship with them. That’s why most influencer marketing campaigns are fairly subtle in their approach. They do not aim to bombard the reader or user, but rather adopt a more natural approach. For an influencer to promote or advertise your product, it works best if they are a genuine fan of your brand and business.
How to run an influencer marketing campaign
Influencer marketing can work well for a variety of different businesses, especially if you’re looking to target a niche target market. You can easily partner with influencer marketing partners and apps to find the best influencers for your campaign. Here are 5 things to remember:
1 Find influencers that align with your brand, have considerable reach and excellent engagement
2 Be specific when you create your brief, so influencers know exactly what content you are looking for
3 Before you launch your campaign, decide how you will measure your results
4 Be thoughtful of the time of year, time of day and competitor activity when launching your campaign
5 Dont use all your money on just one influencer, but try a number of different influencers to see what resonates best with your audience