Influencer marketing

for the win

Influencer marketing is growing, and believe it or not, there is a pretty good reason why. Gone are days of traditional commercials and ads. In today’s day and age, people are no longer using televisions or computers/laptops like they used to. Instead, more and more young people are turning to their “small screens” (mobile devices) for everyday use and guidance!

Influencer marketing is utilizing the reach of a particular individual who has built a significant following on social media in order to increase brand awareness, endorse your product, and drive sales. These influences can be bloggers, vloggers, public figures, or any individual who has compiled a sizeable following on social media.

Back in the day, it wasn’t easy to find a reputable vendor who could generate and carry out high-quality advertising. Nowadays, however, it has never been easier, cheaper, and more readily available thanks to the plethora of both influence marketers, and social media platforms! Here are some statistics to show how and why Influencer Marketing can be a huge help in boosting your brand’s reach:

● Less than 2% of millennials trust advertisements, but more than 30% of them say they
would trust blog reviews for their purchase decisions.

● About 40% of people have revealed that they bought a product online after watching an
influencer on YouTube, Instagram, or Twitter.

● Nearly 60% of all in-store shoppers say that they are influenced by social media when
making a purchase.

Now that we know a little bit more about what Influencer Marketing is and how it impacts today’s society, let’s take a look at a few of the main ways that influencer marketing can help your brand.

1. Expand your reach: Collaborating with an established influencer allows you access to their already established and large reaching audience. By identifying the right influencer, you can quickly and easily connect with your target audience.

2. Increase Sales: People, especially customers, are likely to listen to entrusted influencers who produce quality opinions and recommendations. Using a quality influencer allows for a cost-effective way of increasing sales since customers are more likely to buy based on the influencer’s endorsement.

3. Boost brand awareness and reputation: Working with an influencer can help increase your brand’s reputation since customers are more likely to trust and accept personal recommendations from someone they already trust.

The Micro-Influencer & Why We Love ‘Em!

Ordinarily, a social media influencer is someone with a sizeable, highly engaged follower base,
but recently many companies and brands are choosing to work with numerous “micro-
influencers” instead of just one or two regular influencers. But why?

While a popular or well-known influencer may have tons of followers, if those followers are not routinely and consistently engaging with the influencer’s content, you are unlikely to gain any sort of significant reach by working with them since customer interest is low. On the contrary, while a micro-influencer may not have an extremely large follower count, they still exert influence over a ore specific audience which may better target your brand’s reach into tailored and specified niches. To get the best results, try and find someone in your niche who has a loyal and relevant following and who can talk about your brand or product in a way that is genuine and authentic.

Finding The Right Influencers

This part of the journey can get tricky. You want to make sure you find the right people to work with, because there are lots of fake influencers out there who smudge their numbers or take part in engagement pods to boost their engagement rate. Finding influencers to work with will take time and energy, so here are a few tips to help shorten your search: 

● Search relevant hashtags & view the ‘Top Posts’ to find some of the top posts for your niche
● Search using hashtags like  #ad  #sponsored #sponsoredpost #paidpartnership and look for content and audiences that resonate with yours. 
● Engagement Rate is more important than number of followers. 22k followers are great, but not with only 25 likes and 1 comment on their photos. Don’t let initial #’s fool you. Try an engagement calculator like this.
● Check their comments. Is it always the same people commenting? If so, they are likely part of an inauthentic engagement pod designed to boost engagement numbers, but not sales. 
● If they are represented by an agency, it’ll say so in their bio and chances are they will cost quite a bit more than the self-represented influencer. 

 

The Contract

There are a few things that you should consider when writing a contract. This comes after the
negotiation period and you and the Influencer should have agreed upon the number of deliverables and compensation, but there are other things that are just as important to consider.

Influencers have not spent years building their followings to simply run their page as one big
advertisement. This means, that once they have posted about your product on their feed, they may take it down after a short period of time. To ensure you get the most of your campaign budget, including how long you want the deliverables to remain on the Influencer’s blog, wall or feed before they can take it down.

This leads me to competition. As a brand, you don’t want to advertise with someone who is going to promote a competitor’s product in the same place, the week after they’ve posted about yours. You should absolutely include in your contract a period of time that the Influencer is prohibited from posting on behalf of competitor products.

Last, but not least, you should always include a timeline or schedule, and ask to approve all posts and images before they go live.

Is An Influencer Worth The Investment?

So what makes an influencer the right choice for your brand? In short, an influencer’s core
audience needs to line up with your brand’s target demographic, they need to have an active
audience (both listening and physically taking action), and they need to “fit” with your brand.

Here are some other key factors for evaluating an influencer’s potential:

● Do they already produce content about what your brand represents?
● What type of consumer base do they reach?
● Does their audience engage with their posts?
● Are they represented by an influencer agency, or do they work on their own?

Building Your Strategy

With the digital landscape rapidly shifting, those who are not keeping up are wasting their ad budgets, losing customers, and dwindling their market share. The cold reality is that the old school approach to advertising simply doesn’t work anymore. Partnering with individuals who have already laid the groundwork and established themselves on social media platforms will allow you to simultaneously gain the trust of the people who have already chosen to follow these individuals and earn credibility and exposure through their network as well.  

 

Thinking about using an influencer? We have access to thousands of vetted influencers in most niches. Let us help you find the right person for your brand and budget. 

With the digital landscape rapidly shifting, those who are not keeping up are wasting their ad budgets, losing customers, and dwindling their market share. The cold reality is that the old school approach to advertising simply doesn’t work anymore. Partnering with individuals who have already laid the groundwork and established themselves on social media platforms will allow you to simultaneously gain the trust of the people who have already chosen to follow these individuals and earn credibility and exposure through their network as well.

Thinking about using an influencer? We have access to thousands of vetted influencers in most niches. Let us help you find the right person for your brand and budget. 

Start Here