In the new world of digital and social media marketing, we’ve seen influencer marketing explode as a way for brands and companies to get their products and services introduced to new markets. This new form of advertising has only just begun and because of that, there is a lot of gray area. It can be confusing to determine if your brand should launch an influencer partnership initiative or which influencers you should target for your promotion. We’re breaking it down below, starting with the basics.
First of all, what is an influencer?
An influencer is anyone in the digital space that has a following, or an audience, that you are trying to attract.
How many followers does someone need to have for them to be considered an influencer?
This number varies and is a matter of opinion. Typically, we only work with individuals who have at least 10k followers on Instagram. But, for some brands, or some initiatives, someone with a smaller following could be a better fit for a brand. For example, a female influencer with a smaller following of 6k probably isn’t the best fit for a national beauty brand looking to increase sales from their online store, but would be a great fit for a local coffee shop looking to increase their customer base and spread brand awareness.
Is that what a micro-influencer is?
Yes. We define micro-influencers as someone who has a unique following of 5k to 50k. They usually have one central topic that their blog, account, or community revolves around whether it be fashion, fitness, health, beauty etc. We often find that the followers of micro-influencers are more engaged and trusting of the influencer’s brand recommendations.
What are the pros of an influencer marketing campaign?
Generating unique content. Increased brand awareness. Targeting new and niche audiences. Increased impressions and reach.
A great example of this is by @She_Went_West. @She_Went_West partnered with medical boutique, Facile, and posted about her visit to their office. The post accomplished all of the above for Facile and helped provide @she_went_west with amazing skincare.
How much should I pay each influencer to post about my brand?
This number varies based on two different factors: how big your budget is and how large of a following an influencer has.
What if I don’t have a large budget but I want to launch an influencer campaign?
A lot of brands don’t have the budget to pay for sponsored posts or influencer partnerships. Ask yourself what else you have to offer. Can you package your product nicely and gift it to some influencers with the hope that they’ll post it on their social media? Can you offer them anything else in exchange for a post on social? Requirements for someone to post vary per person.
Influencer marketing might not be right for every brand but we find it to be one of the most beneficial tools in growing a brand’s audience, engagement and sales. However, while influencer marketing is now an important part of any overall marketing strategy, it isn’t the only necessary component. Influencer marketing should be just one subset of your overall marketing campaign. Brands still need to focus on creating unique and original high-quality content, generating a community on their social platforms and having top-notch customer service. All of these things work together to create a well-balanced and successful digital marketing strategy.