Influencer Marketing-The Who, How And Why
Influencer Marketing doesn't just involve celebrities. Instead, it revolves around influencers, many of whom would never consider themselves famous in an offline setting.
Influencer can be defined as being someone who has:
the power to affect the purchasing decision of others because of his or her authority, knowledge, position or relationship with his or her following in a distinct niche, with whom he or she actively engages.
Partnering with influencers gives you direct access to a segment of prospects that need and want to buy your products. It's more than liking a post or sharing images. Think of influencers marketing as a loyal customer recommending your brand to thousands of their closest friends.
These influencers are found on popular social media platforms like Instagram, TikTok, Facebook, YouTube, LinkedIn etc.
TYPES OF INFLUENCERS
Mega influencers: 1M+ followers
Macro influencers: 100k - 1M followers
Micro influencers: 10 - 100k followers
Nano influencers: <10k followers
Mega or celebrity influencers: Often include famous actors, musicians, athletes and other public figures
For example, Cristiano Ronaldo, Ini Edo, Burna Boy, Lebron James etc. Mega influencers can give your brand unparalleled exposure, although partnering with them can be incredibly expensive.
Well established brands like Nike, Gucci, Coca-Cola, MTN use these types of influencers.
Macro influencers: These influencers have earned their reputation through consistent creations and engagement over time and are now thought leaders in respective niches. Some of these influencers work as ambassadors of fitness, cosmetics brands, hotel/airlines brands, real estate brands etc.
BB naija has produced many macro influencers who have grown a large following during the course of the show and then to influence their audience. For example, Natacha Akide popularly known as Tacha was signed under the Get-Fit brand, and has thus increased sales for their products.
Micro influencers: These influencers typically have a strong presence on specific platforms like Instagram, TikTok and YouTube. They have creative content, genuine interaction and passionate audience. They are more affordable than larger influencers, and in some cases easy to work with.
Here we have skit makers like Maraji, Aproko Doctor, Austin cruise and the likes.
Nano influencers: They offer the smallest reach based on their followers but can be excellent partners for business looking to target specific communities and demographics without breaking the bank.
WHAT IS INFLUENCER MARKETING?
It's a type of social media marketing that uses endorsements and product mentions from influencers- individuals who have a dedicated social following and are viewed as experts within their niche.
According to Influencer Marketing Hub, the industry reached $16.4 billion in 2022. Of those surveyed, 83% said influencer marketing was an effective form of marketing.
HOW DO YOU MEASURE INFLUENCER MARKETING?
Areas of measurement will be very dependent on your goals. Many will be irrelevant if your goals are not outlined.
Some of the most common areas of measurement include:
-Audience reach
-Impressions
-Engagement (comments, likes, shares)
-Sentiment
-High-quality content
-Conversions
-Growth in your followers
-Brand mentioning
-Traffic to a specific landing page/website
-Form completionS
-Sign-ups to a newsletter/subscription
-Growth in user of your product/service
-Increased sales
-Brand mentioning
-Traffic to a specific landing page/website
-Form completionS
-Sign-ups to a newsletter/subscription
-Growth in user of your product/service
-Increased sales
PROS AND CONS OF INFLUENCER MARKETING
PROS:
-You can reach a relevant audience
-Influencers build trust and credibility
-They can reach more people that you can alone
-Comparatively cheap depending on the type of influencer.
CONS:
-Can be hard to find the best influencer.
-Influencers can harm your brand if your are not careful selecting them.
-They can pass out the wrong message, if the brand's goals and objectives are not fully understood.
-Can be tricky to measure results.
-Selecting a platform based on the influencer's audience.
-Influencers can harm your brand if your are not careful selecting them.
-They can pass out the wrong message, if the brand's goals and objectives are not fully understood.
-Can be tricky to measure results.
-Selecting a platform based on the influencer's audience.
Conclusion: Any brand or business who wishes to use influencer marketing should have a deliberate strategy.
Find influencers that resonate well with your brand.
Create a budget to determine the type of influencer you'll need.
Two common reasons for using influencer marketing are to elevate brand awareness and increase sales. Therefore the brand's message should be the focal point of the campaign.
Check out this article on how to effectively use social media marketing
Reference:
https://influencermarketinghub.com/influencer-marketing/
https://sproutsocial.com/insights/influencer-marketing/?amp
https://www.bigcommerce.com/articles/ecommerce/influencer-marketing/
Comments
Keep it up.