If you have not heard about Influencer Marketing, well, you are missing out! The concept is absolutely essential to modern-day brand marketing. Not only does it increase sells, creates awareness for your brand, but it is an interesting and different way to advertise your brand, product or service.
Before starting an influencer marketing campaign, you should be aware of a few details. The following points will answer some of the most important questions regarding influencer marketing.
What type of influencers are there?
In reality, your brand will be able to choose the right influencer from a long, long list of personalities, which spheres of influence span over, pretty much, all existing aspects of life.
You have to make sure that the chosen influencer fits your corporate agenda. Also it is of vital importance to be certain that the content that the influencers has put out previously is not something dramatically different than what you’d want him to advertise.
Here are the categories:
The informative one: This type of influencer is one that has built his following on sharing knowledge. His audience is devoted to his content and values his opinion immensely. Influencers of this kind often create tutorials, documentaries, or “how to” type content. “Useful information” is what they present on a daily basis.
The activist: No matter if the drive comes from politics, religion or any other type of creed, this type of influencer would attract a following that most likely believes in the same principles.
The instigator: This is the tricky one. Those influencers are focused on the idea to stir up drama. They are not afraid to address the elephant in the room and often propagate strong opinions.
The public figure/celebrity: They already have a huge following, mostly because of their personal achievements in music, cinema, politics, etc. They are referred to as celebrities. Although they have an enormous reach, they are the most detached type of influencers when it comes to the personal connection with their followers.
The respected one: Known in the digital world as an expert in his field, this type of influencer is focused on one particular sphere. His following would find his tips valid at all times.
The friend: This is the type of influencer that is closest to their audience. They tend to know a lot about the “internet universe” and often post content focused on their way of life / personal life.
The choice of the perfect influencer for your brand is the most important aspect of this marketing strategy. It is crucial to make the right choice.
What is the influencer’s impact?
An influencer could help spread awareness for your brand, clear your brand name, make sure your brand is associated with exactly what is needed and more. Influencer marketing is so versatile that it basically brings plethora of pro’s to your brand’s name. Of course the success of such a campaign would matter to an extent on the agenda and budget that your brand presents.
How do brands and influencers cooperate?
Sponsored content: The influencer could post an article or blog post about your brand, service or product, using a platform for digital sharing.
Shared content: In this case the influencer would post content on a number of platforms (eg. Facebook + Twitter) and/or repost previously put out content.
Joint content: Some influencers work with the brands to create products. Of course afterword they are a focal point in the advertising process.
Gifting: One of the most popular ways to advertise a product is to create a game of sorts with the help of an influencer and do a giveaway. The process is very interesting and engages with the public, in addition creates a positive image of your brand.
How much does influencer marketing cost?
The short answer is “it depends”. Though there are a couple of ways to determine the price.
Short term: The brand pays for a bundle of social media mentions or post. For example: said brand could pay 5 000 $ to an IT specialist for 5 different brand related posts on Instagram.
Long term: The brand could choose to establish a long term deal with an influencer, who would be bound to post brand related content consistently.
The price would differ, depending on the influencer’s follower count, expertise and the post’s statistics.
Should your brand choose to work with influencers?
Most definitely. Influencer marketing is a way to directly affect potential consumers. Influencers bypass a lot of boundaries that contemporary advertising is struggling with. The effectiveness of the content that is being put out, regarding your brand, is easily trackable and in turn could be shown to potential future partners.
All in all, influencer marketing is a viable option of advertising and it does work. Researchers estimate that this field is constantly growing and funding is skyrocketing. There is one sure thing, without internet activity your brand, service or product would not have the success it deserves.