What Is Influencer Marketing?    A Guide To Successful Influencer Collaboration

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A Brief Introduction to Influencer Marketing 

In simple terms, Influencer marketing is a type of marketing that uses influencers to promote a brand to a larger market. 

Take Amazon, for example, how many times have you ever searched for a product and immediately started looking at the customer reviews to ensure that you’re getting the best option for the product you’re eager to purchase? 

To take it one step further, how many times have you ever gone to the “Top Customer Reviews” which are ranked according to the number of users that found that review useful (i.e. influential)?

While influencer marketing has been around for several years, it’s recently picked up traction within the last few years and has become a really important marketing channel for a lot of businesses.

Influencer marketing works due to the high amount of trust that social influencers have built up with their following, and recommendation from them serves as a form of social proof to your brand’s potential customers. 

The State of Influencer Marketing In 2022 

There was a time when marketers would focus all their attention and ad budgets on reaching the target market via big, blanket campaigns — think billboards and broadcast ads. It was all about the brand reaching consumers with their own voice and directly trying to win their trust. 

With the rise of social media platforms, brands have grasped onto the actual fact that influential individuals like influencers, content creators, Insta-celebs, or whatever you want to call them — have enormous persuasive power over those potential customers. 

In other words, getting influencers to promote their products is a highly effective tactic. 

Influencer marketing is no longer limited to celebrities. Due to the rise of platforms like Instagram and TikTok, influence is going to be attained by anyone with a loyal following. 

And in 2022, even the largest brands now need a slice of the influencer marketing pie.

The Remarkable Rise of Influencer Marketing 

Credits – Influencer Marketing Hub

More and more brands are tapping Influencers to push sales. Brands across categories are partnering with influencers to create an interaction with young consumers, who spend lots of time online. 

Not only do brands get more impactful returns and engagement through Influencers, but the promotional cost is also low as compared to mainstream advertising. 

It’s hard to miss try-on clothing hauls, product reviews, or new make-up look videos on YouTube, where lots of new young content creators have accumulated a cult-like following. 

Sejal Kumar, a Delhi-based YouTube influencer with 1,380,000 subscribers in a video titled “How I get ready for a shoot” takes her audience through her getting-ready routine while subtly talking about Veet electric trimmer and also the way it helps her save last-minute beauty parlor trips. 

The nature of such sponsored content is that it does not make the viewer feel like they are being sold to – instead it comes across as more of an authentic product recommended by their favorite influencer. This makes influencer marketing extremely effective.

4 Types of Influencers Based on Follower Count

Influencer marketing can be wildly profitable for your brand if you find the right ones to work with.

And that’s the first challenge: Identifying the best type of influencers to deliver real results for your brand. Collaborating with the right size of influencer along with a specific goal can instantly give better results.

Here is the list of 4 types of influencers to choose from that best fit for your brand:

1. Nano-influencers 

Nano influencers have from 1K to 10,000 followers on their social media accounts. They typically have an engaged social media following and great engagement rates as well. It’s easier to spot fake engagement with lower follower counts.

Nano-influencers can be more relevant if your goal is to reach a super niche audience.

2. Micro-influencers 

A micro-influencer is someone who has between 10,000 to 50,000 followers. Micro-influencers focus on a particular niche or area and are generally thought to be  industry experts or topic specialists. Micro-influencers have stronger relationships with their followers than typical influencers.

Look for micro-influencers when you want to reach a decently large yet targeted audience. 

3. Macro-influencers 

Macro influencers tend to fall somewhere between 500,000 to 1 million followers. They usually gained fame through the internet itself, whether that was through YouTube, podcasts, blogging or by producing funny or inspiring content – there’s usually a reason for their high follower counts.

These influencers work well once you have got an oversized budget, and you want to spread brand awareness. 

4. Mega-influencers 

Mega influencers are social media stars with 1m+ followers. Their relationships with the individual members of their followership tend to be more far-flung. They often have an awfully diverse audience with different topics of interest.

Only use mega influencers if you have got an outsized budget and you’d like to run a high-visibility campaign.

Influencer Marketing Campaign

An influencer marketing campaign is one in which businesses pay individuals with a big number of social media followers to promote their products or services. An influencer marketing campaign can be broken down into several types. An influencer marketing campaign can be broken down into several types so that a company has the potential to reach a larger audience more quickly. It also has the benefit of being real.

The Influencer delivers a real, genuine sense that brand-owned communications can only aspire to. What is the reason? Simple. People trust real people’s evaluations and comment far more than they do an openly corporate campaign.

How to Find the Perfect Influencer For Your Brand

If you’re considering influencer marketing, you’ll have a good deal of options. 

On Instagram alone, there are an estimated 600,000 active influencers and platforms like TikTok & YouTube are breeding a completely new generation of influencers. 

The real challenge, however, lies in narrowing down those options and knowing how to find the right influencers for your brand. 

Factors you need to know on how to choose the right influencers

1. Determine Your Brand’s Relevance With the Influencer’s Niche

Ensure that the influencer you choose caters to your industry audience. However, avoid picking an influencer just based on the relevance of your industry with the influencer’s niche. Remember, the industry may be a broad category. You need to narrow it right down to the specific attributes of your brand. 

For example, if you’re an outdoor watch brand looking to collaborate with an influencer, you could look for a fitness-fashion influencer that promotes adventure sports. 

2. Rethink Influencer Metrics 

The most important factor to compare influencers is their follower count. The overall notion is that the more followers, the better the influencer. However, it’s not entirely true.

Let’s take an example, to promote your men’s clothing brand, you decided to launch an influencer marketing campaign. You have got two options: 

A. An influencer with 50k+ followers whose major chunk of the audience is teenagers in an equal ratio of male and female.

B. An influencer with 10k+ followers that constitutes an 80% male audience in the age group of 20-40.

Choosing a second influencer allows your brand to target a smaller but more targeted audience. Rather than reaching a large number of people who are uninterested in your products.

Organic Follower Growth 

More than the number of followers, it is important to understand how an influencer obtained those followers. When an influencer’s follower count grows organically, it indicates that the audience is genuinely interested in the profile and content.

Engagement Rate 

One of the most important factors in determining how to choose the right influencers is engagement rate. It defines the level of interaction between the influencer and their followers. The higher the rate of engagement, the more the audience trusts the individual.

Credits – Influencer Marketing Hub

Audience Demographics 

Analyze the demographics of an influencer’s audience before inviting them to become a part of your marketing campaign. Ensure that their followers are from the demographic you want to reach.

The basic elements to measure the demographics are age, gender, location, language, and interests.

Strategizing Influencer Marketing 

Influencer marketing is more than just using someone’s image to boost sales. Influencer marketing is more typically about establishing that person as a trusted authority in their field and defining the dialogues that revolve around that issue; in WordStream’s own founder and Chief Technology Officer Larry’s case, sponsored search, content marketing, and social media.

Influencer marketing is worth your time and money, but without a strategy, you won’t be able to maximize your results.  An influencer marketing plan serves as the foundation for your whole campaign.  So, before you get into influencer marketing, make sure you have a solid strategy in place.

Top Platforms For Reaching Out to Influencers

Many times, brands have very specific requirements. For Example, let’s say you’re looking to find fashion influencers whose target audiences are aged 40 plus. 

That will require some extensive search which definitely won’t be easy. The good news is – that you’ll be able to easily find your ideal influencers using influencer marketing tools while saving plenty of your time and energy. Platforms like Grin, UpFluence, or CreatorIQ will be really useful to assist you in discovering and connecting with relevant influencers. 

Upfluence, for example, includes filters to sort influencers by followers, location, and social media channels. Such platforms also enable you to exchange direct messages with Influencers and explore new partner opportunities.

Conclusion 

Congrats! You’ve completed the first step in understanding influencer marketing. We’re not done yet; there’s a lot more to learn about influencer marketing, and we’ve divided it up into sections to make it easier for you. The following phase would be to strategize influencer marketing techniques.

Influencers help brands present their products and messaging in a fresh, approachable, and engaging way. As a result, it attracts customers due to its originality and authenticity.

Setting up & launching an influencer marketing campaign is the same as most marketing campaigns: research, set a budget, determine goals, find your influencers, and review and revise. 

Ready to get your influencer partnership up and running, and want us to help you get the best returns on your marketing dollars?

This post is also available in: English

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