Influencer marketing plays a significant role in brand awareness and reaching potential crowds in today’s world. Influencers can influence a larger audience and impact their purchasing decisions too! Here are some significant characteristics you need to know about Influencer marketing and how you can select an influencer to promote your brand.
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What is Influencer Marketing?
Since influencers have the voice and potential to reach a more extensive set of audiences, use this for your benefit. Influencer voice and your market strategy will increase the credibility and reliability of your product. Also, if you are thinking of practising influencer marketing, then you need to bear these categories in mind:
Nano influencers
Nano influencers have a following of between 1,000 and 10,000 people.
Micro-influencers
Influencers in this category have a following of 10K to 50K people. Micro-influencers cater to a narrow niche and so have a targeted audience. As a result, they can be trusted, and their audience is more likely to believe in them.
Macro-influencers
Macro influencers are those that have a following of 500,000 to 1,000,000 people.
Macro influencers have a greater opportunity to reach a bigger audience. This is because this group of influencers has a large following and a diverse audience.
Mega-influencers
A mega influencer is a high-ranking influencer with a million or more followers.
Influencers in this category are frequently more expensive than those in other areas. As a result, this group of influencers is more suited to product promotion initiatives at the top of the funnel.
Why use influencer marketing?
Here’s why influencer marketing is beneficial for all businesses!
- This type of promotional activity resonates more with users. Users tend to form a deeper connection with online influencers than with celebrities. The former tend to share their opinions more often, which makes them look reliable. So, any product they promote tends to get picked up quite significantly!
- It’s easier to track conversions through influencer marketing. Simply provide links with UTM parameters, or check the comments and connect with followers who respond positively!
- There are fewer chances of people skipping the promotional sections (unlike traditional ads) because these segments are included naturally within the reel or shorts, depending on the platform choice.
- Access to wider audience base, as people spend a significant time scrolling on social media platforms leveraged by these influencers!
- It’s the most affordable form of promotional activity which as a result also delivers more reach and traffic on your business website!
- You can ask influencers to popularize your branded hashtags and get their fans to share their experiences on your company hashtag!
How To Select the Right category of Influencer for Your Brand?
Determine your Campaign’s Goal
Before you start your marketing campaign, this is one of the most critical parts of the process. As an enterprise, you might have different goals in your mind, and some of them can be:
- Brand launch or to create brand awareness
- Promoting your product or service
- Sales
Identify your Target Market
While you choose an influencer for your brand, you need to estimate if the influencer’s audience is relevant to your brand. For instance, if you are a beauty or skincare brand, then you definitely cannot choose food bloggers. Hence the relevancy of your influencer’s audience plays a vital role.
Engagement Rate and Quality of Content
If the audience can resonate with the content created by the influencers, then the engagement rate will be at a reasonable rate. Also, check if the influencer’s content quality fits your brand image. Finally, closely monitor the influence’s creativity and feed to understand if they are a good fit to promote your brand.
Quality of followers
While searching for influencers, do not overlook the quality of audience that the influencer has. You may come across artificial engagement on posts and fake followers. Therefore, keep these essential points in mind before selecting one:
- The quality of the influencer’s audience is poor, yet they have a large following.
- The number of followers is either excessively high or excessively low.
- Many influencers have a combination of aspects, such as no profile photographs, strange usernames, and unusual following, to increase the follower ratios. Also, closely look at comments that are repetitive or spammy.
Conclusion
Influencer marketing can benefit you if you choose the right influencer according to your brand and the influencer’s audience.
Frequently Asked Questions
Q1. What does influencer marketing do?
Ans. Influencer marketing is a collaboration between the brand and the creator. It will help you reach the right set of audiences and influence their buying decision as a brand.
Q2. What is an influencer marketing platform?
Ans. An influencer marketing platform is a software that helps brands find the right influencer with the help of intelligent algorithms.
Q3. Who uses influencer marketing?
Ans. Many brands use influencer marketing to promote their brands. This includes big brands like Pepsi, Dunkin donuts, etc. Adidas has been using influencer marketing for many years. It uses this type of marketing to reach its young audience on Instagram.
Q4. How successful is influencer marketing?
Ans. Almost 80% of the marketers find influencer marketing effective
Q5. How can having an integrated marketing mix benefit a business?
Ans. Having an integrated marketing mix means that you are utilizing all channels of promotions – Social media ads and organic posts, blogging, Google Ads, Traditional Ads, or you can include even YouTube in this mix
Here’s how this 360-degree approach is beneficial for your marketing needs:
- Not all users consume content on every platform, hence the more channels you include in your mix, greater is going to be your brand reach and visibility!
- If you want a global reach, not all social media channels are prevalent in every country, and capturing the markets through traditional means would be time-consuming. Hence, to build a global presence, a combination of social media promotions and traditional marketing channels would do wonders!
- User behavior, search queries, and trends vary across platforms, which gives you more insights into how to refine your branding and messaging.
