If you don’t know what an influencer is, where have you been living for the past decade?
Influencers have transformed the way customers and brands use social media.
For most brands, they are part of a core marketing strategy that drives awareness, traffic, and sale
Influencers wield a lot of power. If you can get an influencer to endorse your product or brand, you can tap into the audience at the influencer’s disposal, which may be far more vast than your own following.
In this article, I’ll explain what an influencer is and how influencer marketing works. I’ll let you know how much you can expect to spend and how to get started today. Ready to increase your reach?
Then let’s begin.
What Is an Influencer and What Is Influencer Marketing?
To put it simply, an influencer is any person who influences the behavior of others. In a marketing context, influencers are individuals who collaborate with brands to promote products or services to their audience.
Now that word-of-mouth recommendations and criticisms spread through social media faster than fire in a dry field, influencers are more important than ever.They usually have huge followings on social media and are brand advocates as well as niche promoters.
What Is Influencer Marketing.
Influencer marketing is a social media marketing strategy that sees brands leverage the audience of influencers to drive awareness and sales.Influencers are paid to endorse or promote a product to their audience, who, in turn, buy the product from the brand.Influencer marketing has been growing in popularity for years and will once again be one of the leading marketing trends for 2022.
Almost three-quarters (72.5 percent) of marketers are predicted to use influencer marketing in 2022.
Almost three-quarters (72.5 percent) of marketers are predicted to use influencer marketing in 2022..
Who Uses Influencer Marketing?
While it seems that some companies don’t want to let go of their outbound marketing practices, fashion ecommerce sites are targeting influencers like pros. Many are reaching out to reputable fashion bloggers and sending them clothing and accessory items to be reviewed. The blogger then posts photos and writes about the garments, often linking back to the site where their audience can buy the items being reviewed.
ModCloth, a vintage clothing site, does a great job of this. They are active in sharing (on social media platforms) the images their audience members provide showing them wearing ModCloth’s clothing. This makes their audience feel special, which encourages more posts about the clothing.I’ve seen many fashion sites send their items to an influencer, and then the audience could enter a contest to receive them. Or sometimes, they will send a credit to an active fashion social media user, magazine writer, or blogger so they can go to the site, pick out some clothing, and then review the experience as a whol
Or sometimes, they will send a credit to an active fashion social media user, magazine writer, or blogger so they can go to the site, pick out some clothing, and then review the experience as a whol
What Are the 4 Types of Influencers?
There are several different types of influencers. Influencers can be celebrities with millions of followers, or they can be a normal person with a few thousand followers. Typically, influencers are grouped into the following four categories depending on their audience size.
Nano-influencers have the smallest audience size with 10,000 followers or fewer. These people may be experts in very niche areas or people who are just starting their influencer journey. Their audiences may be small, but they are incredibly engaged.
NYC-based self-care and exercise Instagrammer Jen Lauren is an excellent example of a nano influencer. She has a small but highly engaged community and creates niche content.
Micro-influencers have audiences that range from 10,000 followers to 100,000 followers. These people are typically niche experts with reasonably large and engaged audiences. They aren’t celebrities, and you’d walk past them in the street without knowing who they are.
Because of the loyalty of their audience, an influencer has the ability to drive traffic to your site, increase your social media exposure, and flat-out sell your product through their recommendation or story about their experience.With the fall of traditional outbound marketing, influencer marketing is becoming one of the most effective ways to attract customers and clients. Modern-day consumers are self-sufficient and want to research a brand on their own hear about it from someone they trust.
How Much Do Influencers Cost?
Successful influencer marketing campaigns do not come cheap. In fact, brands will spend $15 billion on influencer marketing in 2022.While you may be able to send free products to nano influencers, don’t expect a huge amount of traction. Influencers with larger audiences expect to be paid and campaigns can quickly reach five, six, and seven figures.There are several ways you can pay influencers. Most will charge a flat fee for a post. Some may request an affiliate commission rate where they receive a percentage of every sale they make.How much influencers cost depends on a number of factors, including:audience size, platform,engagement levels,niche,Rates vary broadly. A report by Fox Business found that influencers with over one million followers can charge more than $100,000 per post. Micro-influencers, on the other hand, charge up to a few thousand dollars per post and can make upwards of $100,000 per year.
Why Do Influencers Matter For Your Brand?
Consumers trust recommendations from a third party more than from a brand itself, particularly if they are seen as knowledgeable and trustworthy. An influencer is a great example of this kind of third party. Working with influencers passes the trust they’ve built with their audience to your brand and makes you seem much more credible.It makes sense if you think about it in a more personal context; you don’t usually trust a person at a cocktail party who comes up to you and brags about himself or herself and spouts fun facts about his or her personality to convince you to be a friend Instead, you often believe your mutual friend who vouches for that person.
An influencer is the mutual friend connecting your brand with your target consumers.An influencer also significantly expands your brand’s reach. When you align your brand with an influencer, not only do they bring their audience, but they also bring their audience’s network as well. Because of the loyalty of their audience, an influencer has the ability to drive traffic to your site, increase your social media exposure, and flat-out sell your product through their recommendation or story about their experience.With the fall of traditional outbound marketing, influencer marketing is becoming one of the most effective ways to attract customers and clients. Modern-day consumers are self-sufficient and want to research a brand on their own hear about it from someone they trust.
Set alerts for keywords pertaining to your brand to identify people who actively write about topics in your realm.You also should create alternatives for the name of your brand so that you can find posts and articles containing your mentions and identify advocates who already are in place.The google alert page for identifying people who write about certain topics.
Mention allows you to type in your company’s name to discover mentions on different outlets such as YouTube, Twitter, and Facebook, just to name a few.
Bloggers arguably are the strongest spoke in the wheel of influencers. One of the bonuses of targeting bloggers is they almost always are active across many social media platforms. locating influential bloggers for your brand, start by searching for blogs in your genre and find the niche(s) by reading through the posts to determine if they write about relevant post topics.After making a list of the contextually relevant bloggers, then it’s time to locate their SEO stats and social media information to pinpoint the ones that equal the best reach for your brand.
Outreach to bloggers as a way to find potential influencermanually sorting through blogs to find all of the criteria that you outlined when you gave your influencer an image can take a long time. Luckily, there are a lot of really good blogger outreach tools out there to make this process easier. There is a tool to cover every part of the spectrum.
Influencer marketplaces like AspireIQ and Famebit connect brands with influencers in their industry. They often help track the ROI of campaigns, manage payments, and track engagement metrics.They do, however, take a cut, so make sure it’s a good fit for your campaign before investing.
Examples of Influencer Marketing Matches
Callum Snape and Sun Peaks Resort
Macro influencer Callum Snape is one of Canada’s best-known wilderness and travel photographers. That made him a perfect partner for Sun Peaks Resort, an alpine ski resort in British Columbia. His incredible images and videos created hundreds of thousands of views and likes, driving massive awareness for the resort.
An example influencer marketing Instagram post from Callum Snape and Sun Peaks Resort.
Chrissy Teigen and BECCA Cosmetics
Launching a new product alongside a mega influencer can result in a huge boost in awareness. That was the case for BECCA Cosmetics which launched its new Be a Light palette with Chrissy Teigen. Her promo video garnered 2.7 million views, which has helped launch an incredibly profitable product line. An example influencer marketing Instagram post from Chrissy Teigen.
Gymshark and Multiple Influencers Gymshark has built a billion-dollar business on the back of influencerThe brand’s recent 66-day challenge is a great example of how you can raise brand awareness and engagement.on a massive level by working with multiple influencers across several channels at once. By partnering with influencers like Melanie Walking and Laurie Elle, Gymshark garnered 241.3 million views on TikTok and 750,000 posts on Instagram.An example Influencer marketing instagram post from Gymshark.An example Influencer marketing instagram post from Gymshark.
What is an influencer?
An influencer is an individual who wields influence over an audience of people. In a marketing context, they have a large social media following and work with brands to promote products and services.
What are the four types of influencers?
There are 4 types of influencers: nano-influencers, micro-influencers, macro-influencers, and mega-influencers.
How much does it cost to hire an influencer?
The cost can vary based on industry, the campaign, and the influencer’s reach. Smaller Instagram influencers make between $100 and $300 per post, large celebrities can make thousands or hundreds of thousands.
Where can I find the right influencer for my industry?
Consider using influencer engagement marketplaces or searching relevant hashtags and brands on your platform of choice.
How do I track ROI for influencer campaigns?
Pairing influencer campaigns with affiliate marketing is the easiest way to track ROI. By providing influencers with a unique link makes it simple to track sales and engagement.
How successful is influencer marketing?
Like any marketing campaign, it depends on your strategy and goals. However, 80 percent of marketers find influencer marketing is effective, and 89 percent say it is as effective or more effective than other channels.
Influencer marketing has evolved since it first became a digital marketing strategy, but the technique continues to be successful for many brands.It’s easy to make mistakes with your first influencer marketing campaign. If you want help creating an influencer campaign for your company, let our agency know and we can help guide you through the process.