An influencer is an expert in any field, able to affect the purchase and demand for the brand. Influencers must have steady followers, and their endorsements make a difference in purchase decisions among buyers. However, influencers are not marketing tools; They collaborate with the brands to reach marketing objectives and act as a bridge between the brands and consumers.
Are you planning to become an influencer but do not know the measures behind it? Then, you have landed on the right page. This post provides everything you should know about influencers.
What is Influencer Marketing?
Influencer marketing is used on social media platforms by brands that partner with influencers to promote their brand. Influencers create awareness about the product, promote the brand, and get paid by them in turn. Influencer marketing has been the leading trend in recent years, and almost 72 percent of marketers are predicted to use influencers for marketing their products in 2022.
What are Social Media Influencers?
With smartphones and the internet storming the world, social media has rapidly grown in the past decade. Notably, almost 45% of the world’s population actively uses the internet. These statistics make their purchasing decisions based on social media influencers’ endorsement. Social media influencers have expertise in the product or a specific area. They post regularly about a topic, product, or brand, supporting them on social media platforms. They also generate large followers with engaging posts and encourage them to buy the products. This is the recent favorite form of product promotion by the brands.
Why is Influencer Marketing Important?
Earning the trust to sell a product or an idea is essential to marketing. The influencers’ reviews and recommendations are trusted by the consumers more than any pamphlets or television ads. Some people who follow an influencer feel encouraged and value their suggestions for purchasing. Therefore, influencer marketing impacts the buyer’s decision in a significant way.
An influencer helps promote a brand in the following ways:
- Liking and sharing content on social media influence product promotion.
- By offering their blog space to write about the product and brand.
- They also support the products and brands on their social media platforms.
Recent studies have proved the engagement rate by an influencer is more prominent than any form of marketing. Not to forget the personal recommendation of the influencers, which is an addon in promoting a product. Thus Influencer marketing affects the buyer’s decision in a significant way.
How to Get Started with Influencer Marketing?
- Identify the active influencers with a high number of followers in your industry.
- Create a relationship with the influencer and engage with them by commenting on their social media content, posts, and conversations.
- Work with the influencer and bring up some high-value content that will make their followers turn their heads.
- Ask the influencer for blog posts, video content, endorsements, and recommendations.
How to Identify an Influencer?
There are ways to identify an influencer:
- Hashtags on Twitter help to find micro-influencers.
- Use platforms like Linkedin to find genuine people with experience.
- Search with keywords in google to see recent posts for your industry.
- Find tools like BuzzSumo to explore trending content and the people who create it.
How to Collaborate with Influencers?
Influencers are valuable to the marketing sector and have credible access to a company’s growth and brand. They connect the consumers and the brand, and there are a few ways to work with influencers effectively.
- Find professional bloggers and pay them to write a blog or an article that adds value to your space, product, or brand.
- You can also ask people who have used your product or are interested in it to write reviews or content on their social media spaces and websites.
- One common way is to gift them goods and services in exchange for their reviews and recommendations that you can post on your social platforms.
Types of Influencers
Influencers are of many types based on followers, content, and influence. The celebrities who endorsed the brands in TV ads are today’s influencers on social media platforms. The influencers can be anyone like:
- Celebrities, including artists, athletes, and pop stars
- Industry experts
- Individuals with an impact on social media
- Bloggers and content creators
The types of influencers can be classified based on the following:
Number of Followers
- Mega influencers
- Macro influencers
- Nano influencers
- Key opinion leaders
Number of followers
Mega influencers have more than 1 million followers on each social media platform. They will be celebrities like movie stars, sports persons, musicians, and reality show stars with substantial followers. They majorly advocate significant brands and will cost up to $1 million per post. You can approach mega influencers through their agents for marketing deals.
These influencers have followers ranging between 40,000 and 1 million on social media. Macro influencers can be b-grade celebrities yet to make it big or online experts who have successfully built their follower numbers. The firms may prefer the latter for influencer marketing in most cases. Macro-influencers are easy to communicate with and have a high profile on social media platforms to create awareness. However, macro-influencers can have invitations from sham companies and must be careful while partnering.
They are ordinary people in everyday life with specialized knowledge in a particular area. Micro-influencers will have followers between 1000 and 40,000, and their level of influence speaks a lot about brand awareness. Micro-influencers build relationships and more significant interaction with their followers than the other types of influencers. Thus it helps the brands to reach the target audience easily. Some of the micro-influencers even promote the product for free and some others take payment.
Nano influencers have less than 1000 followers and are highly specialized experts in their fields. However, due to their fewer follower numbers, they are not much preferred by the companies. Yet, they attract a small number of people and are cheap.
Influencer marketing is also charmed by youtube videos and mainly depends on content.
YouTubers are another popular content creators on the internet. Visual video influences people more than other forms of content. They start a channel and create content to prompt or endorse the brand.
Bloggers have started to make a difference in influencer marketing. Famous bloggers use their blog space to mention the product and thus help promote the same. When a blog is prominent and influential, the brand can buy a sponsored post on its site. Hence the post reaches out to the readers and helps to create awareness of the product.
This has been recently gaining popularity among online content. Podcasting also helps promote and endorse the brands, and some highly popular podcasters do an excellent job.
Influencers who have a prior influence on the audience, like celebrities, industry experts, and professional advisors, have played a more significant role in converting their fans and audience into consumers.
Celebrities are the original influencers, and influencer marketing grew out of celebrities. Celebrities have always influenced buyer decisions, and their endorsements have increased sales. However, using celebrities as influencers do not come cheap. Celebrities have huge fan followings and social media followers, which enhances the product’s promotion.
Key Opinion Leaders
Other than celebrities, industry experts and journalists act as influencers and make a significant difference in promoting a brand. They earn respect with their education, professional position, and knowledge and have enormous potential to influence their followers. Some of these leaders include:
- Creative writers
- Industry experts
- Professional advisors
Bloggers and YouTubers collaborate with industry experts and journalists to reach more followers. An article in a newspaper that mentions the brand has the same weightage as a post by a social media influencer.
However, with influencers taking over marketing, the line between traditional marketing and social media marketing has started to blur.
An influencer earns $2970 on average per month. However, there will be significant income differences, based on the influencer type and the number of followers.
With the digital revolution deciding our marketing strategies and trends, it’s time to be a part of it by smartly striking a deal with the influencers. You can see your plans working out quickly by reaching out to micro-influencers and bloggers specialized in their niche. They cost-effectively promote your brand through their scheduled posts and insightful writing.
Stay in line with the influencer marketing techniques and take your business to the next level by magnetizing more customers. We hope you found this post thoughtful!