Influencer marketing is a form of word-of-mouth marketing where influential people are paid to promote brands, products, and services. It’s a type of advertising that has been around for decades but has seen a resurgence in recent years with the rise of social media platforms such as Instagram and YouTube.
Influencers have become an integral part of any company’s digital strategy because they offer higher levels of engagement than traditional forms of advertising. As more companies turn to influencer marketing as their preferred method for promoting their brand online, it’s important to know who you should be targeting. This article will tell you everything you need to know about influencers from how they work to why you should use them in your business plan.
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What is an Influencer?
“Influencer” is an old word that means “someone who influences”. In the world of social media, often a person becomes influencer, not because they have been hired by a company to promote their products or services, but because that person has made a name for themselves online. An influencer gains trust from others- or their followers- and this trust can lead to well-known brands seeking out the influencers in order to reach more consumers through them.
Who are Influencers?
An influencer is a person’s follows on a website, who consumes the influencer’s content and also shares it with other people. The more followers an influencer has, the more influence they have on the website they are on. When an influencer talks about certain products or services, some of their followers are more likely to purchase those brands, too.
How does Influencing Work?
An influencer is considered “influencing” when they post a picture with a product that has no tag marks for its logo or there’s no #ad in their caption. This means that the influencer has bought the product and is sharing it with their followers without any gain from it, other than the fact that they like this specific product.
Influencers can either be endorsed by a company (these are called “sponsored posts”) or they can post something that is popular with the masses. These influencers are called “tastemakers” and they have a lot of power to sway the opinions of their followers because what they say influences the perception of thousands or even millions of people. In order for an influencer to influence others, they need to attain as much trust as possible from their audience. This happens by sharing only the things that are genuine to them, with no gain at all.
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Why are Influencers Important?
Influencers have gained power by being seen as people who are honest and have good taste in products or services. Followers trust influencers, so it’s possible for an influencer to influence people into buying the products that they like and share with them. This happens when an influencer receives a product or service for free, but then posts it online without any tag marks for their logo and also not using #ad in the caption- this means that they have used their own money to buy the product.
Influencers influence people by sharing their lifestyle with the world and recommending products and services they like. People who can afford to buy these products then see this as a sign that the product is good, because they trust this influencer.
Who are the Main Types of Influencers?
There are four main types of influencers online:
- Micro-influencers are people with less than 100k followers on their social media platforms. These influencers have a very strong connection to the products they promote, because they know what it feels like to use these products. This makes the products more accessible to potential customers who want authentic advice.
- Macro-influencers have over one million followers on their social media platforms. These influencers have a very large audience and it’s more likely for many of these people to become customers, as they’ll want to follow the trends that are popular among so many people.
- Celebrity influencers have millions of followers on their social media platforms and they usually do endorsements for various companies. These influencers can’t be as honest as other less known influencers, because the company often decides how much of a product to give them and also what should be shared with their followers.
- Micro-bloggers are people who have 10k to 100k+ posts on their blog and sharing their lifestyle with followers.
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How can Brands Use Influencers?
The main way that brands use influencers is through products or services that they give to these influencers, so that they can endorse them on their social media platforms. Brands can also make a collaboration with an influencer for a campaign and share the campaign with their followers.
Brands also benefit from influencers by sharing their content, because it can then be promoted through that person’s social media platforms – they have a very large audience that is likely to become customers for this brand or service. The end goal of using an influencer is to gain more revenue and recognition, as people trust them and this increases sales numbers.
Why Include Influencer Marketing in Your Campaign
Influencer marketing is much more effective at getting your message out to people than other marketing channels. According to a study by social media analytics company Shareablee, brands are able to reach customers, customers’ friends, and customers’ friends’ friends with one post by an influencer. This is something that traditional advertising cannot accomplish. Social media influencers are also more authentic than traditional celebrities.
The best way to do influencer marketing is to find someone who has content similar to yours and target them with sponsored posts. Make sure you research the type of person they are and the type of content they post before crafting your post for maximum engagement. The most important thing is not only finding the right influencer but then reaching out to them in the right way.
Influencer marketing is effective because your message can reach a wide audience quickly and at a lower cost than other forms of advertisement. There are many ways to do influencer marketing, but by choosing the right person and then reaching out to them with a creative post, you will find that it will be very effective.
Tips for using Influencer Marketing on Instagram
Influencer marketing is a strategy that connects brands with influencers who have an established audience on Instagram. Brands will then use these influencers to create branded content for their social media channels, which then in turn has the potential to be seen by the influencer’s followers. However, this strategy does involve risks for marketers. One main risk includes the brand not being able to keep up with all posts created by the influencer. Other risks are if the Instagram posts are not aligned to brand guidelines or if there are any other legal concerns.
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Here are some tips for using influencer marketing on Instagram:
1. Clearly Define Your Objectives
If you have not done so already, it is important to first define your goals for using influencer marketing on Instagram. Typically, marketers use this strategy to build brand awareness, increase leads and improve sales. Once your goals are defined, you want to create a plan that aligns with these goals.
2. Select the Right Influencers
This step can be challenging because marketers want influencers that will fit their audience and brand perfectly. However, there are a few ways that you can find the right influencers for your goals. First, use Google Trends to research popular hashtags for your industry and identify which users have the most engagement. Next, you want to find influencers that have a large following and engage with their followers often. You also want to look at the quality of their Instagram posts because this is what will be seen by a majority of its followers.
3. Build a Long-term Relationship with Influencers
In order for your marketing strategy to be successful, it is important to establish a long-term relationship with your influencers. If you abruptly end the marketing partnership after one Instagram post, this can greatly affect how potential customers view your brand. This is because the first post that they will see on an influencer’s account will likely lead to their next posts about that brand. Therefore, it is important to create a long-term engagement with influencers by providing consistent content and feedback.
4. Provide Clear Guidelines and Transparency
When working with influencers, it is important that marketers provide them with clear guidelines and transparency on what they can and cannot post about the brand. If you do not provide these standards, marketers could post something without your knowledge that could later go against the brand’s image or lead to a legal issue. Furthermore, marketers should have a clear sense of how often influencers will post about the brand and if there are any restrictions on using photos from the company.
5. Measure Results Regularly
In order to determine if you are making progress with your influencer marketing campaign, it is important to regularly measure results. This includes identifying which posts are performing well and if any of the posts are converting into sales. In addition, marketers should consider using a social media analytics tool that enables them to identify how many users have seen an influencer’s post as well as where those consumers came from.
6. Understand the Risks
There are a few risks associated with influencer marketing on Instagram, including not being able to keep up with all posts created by an influencer, if the Instagram posts do not align with brand guidelines and legal concerns. While this strategy has many benefits such as increased awareness and increased leads, marketers need to be aware of these risks.
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