A Guide to Influencer Marketing: Millennials Edition

October 4th, 2022 by

Being the first generation to experience both landlines and the internet, VHS tapes and social media, it is no wonder that millennials are often labelled as the ‘inbetweeners’. 

While some may view this generation as blessed by having the best of both worlds, others would argue that being born at such a turning point in history eventually takes a toll on their thoughts regarding the right way to live life; do they continue what their parents and grandparents have done or do they take the new, unknown path. 

Regardless of their stance on these existential life questions, it is no secret that they were the first to move away from traditional media consumption. In this influencer marketing: millennials blog we will explore exactly how millennials interact with influencer marketing and how you, as a brand, can adapt your strategies to benefit from their engagement. 

Think: like a millennial 

Put yourself in the shoes of someone born between the years 1981 & 1996; that would make you aged anywhere between 26 and 41. You constitute more than a quarter of the world’s population and will soon be the largest living adult generation. At the time you were born, the digital era was finding its feet, allowing you to grow with it; deeming you “the one who can fix that thing on a mobile or computer” at any family gathering. How do you think you’d respond to social media and the internet in general?

Think: advertising 

Being at the forefront of major technological shifts, there is no denying that millennials basically birthed the social media influencer and so it is no wonder they prefer influencer marketing over traditional advertising forms. In fact, it goes beyond a preference, as 84% of millennials admit they do not like or trust traditional marketing efforts altogether. 

This makes millennials the perfect audience to aim influencer marketing at, as, more often than not, they are open to receiving and interacting with new forms of marketing. In fact, they love that influencers feel like friends and 4 in 10 millennials say that creators actually understand them better than their friends do. 

We think it might be time they found better friends…

Think: influencer marketing

We’ve established that influencer marketing for millennials, works and, in fact, is their preferred way to be marketed to. Though this is all well and good, there must be a catch; especially when it comes to the generation infamously branded as the “me me me” generation. 

However, when they account for 20% of influencer-inspired purchases, we can let their alleged entitled demeanour slide.

Campaigns that utilise influencer marketing for millennials are responded to most positively when they incorporate the following:

Authenticity– due to them being sceptical about traditional advertising forms, authenticity is key when it comes to influencer marketing for millennials. They seek meaningful context in marketing and so an emphasis on building a strong community and close relationship should be at the forefront of your strategy. 

Compelling messaging – most millennials believe in social causes and, naturally, want to buy products from brands who are also concerned about them. If you are a brand, consider partnering with influencers who genuinely believe in and support certain social causes and this will be praised by millennials in the form of engagement and purchases. 

Instagram Stories – millennials respond best to visuals and what better way to adhere to this than by publishing content on Instagram stories where they can physically see what it is you are trying to sell them.

User-generated content (UGC) – with 84% of millennials stating that user-generated content (UGC) on a company’s website can influence what they buy, this just might be every marketer’s secret weapon when it comes to targeting this generation. 

Meme marketing – an unusual pick, but a necessary one. Memes are easy to consume and entertaining; something millennials value highly. 

 

View this post on Instagram

 

A post shared by @gucci

Millennials vs. Gen Z 

The unofficial feud between these two generations, particularly when it concerns influencer marketing, is very much an ongoing one. While they both share similar views on authenticity, trust and collaborations, they must be approached differently by marketers. 

Let’s compare the main differences:

GEN Z  MILLENNIALS
Live in TikTok Prefer Instagram and YouTube
Short-form video Longer, product specific videos
Prefer saving Aren’t afraid to spend money on experiences
Realists Optimists

Influencer Marketing: Millennials – summary

Millennials are digital natives who are socially responsible and, therefore, more likely to buy from brands with a strong purpose and identity. When choosing influencers to collaborate with on millennial-targeted campaigns , ensure that they are authentic, stand for a good cause and are clued up about the product they are endorsing. Remember, millennials have a higher purchasing power than Gen Z and baby boomers and so you’re going to want to stay in their good books.

Simply put, influencer marketing for millennials can be successful – but only when it is targeted to their preferences. Give them what they want and they will make sure your efforts are rewarded. 

FAQ’s

Does influencer marketing work on millennials?

If the influencer marketing campaign adheres to the preferences of millennials, then it can be incredibly successful.

How do social media platforms market to millennials?

There are a number of ways to tailor an influencer marketing campaign to millennials:

Be authentic

Stand for a social cause

Use Instagram stories

Incorporate user-generated content.

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

Socially Powerful

Contact us

 

Popular Blogs

Most Popular Instagram Hashtags | Tiktok Hashtags | Instagram Monetization | Facebook Banner Size | Snapchat Influencers | Most Subscribed Youtubers | Best Time to Post on Youtube | UK Twitch Streamers | Female Twitch Streamers | Popular Tiktok Songs | Male Tiktok Influencers | Lgbtq Tiktok Influencers | The Rise and Fall of Clubhouse  | Influencer Marketing on Clubhouse | LiketoKnowit | Pretty Little Thing Instagram| Social Marketing Agency

Posted in Social Media Platforms

A Guide to Social Influencer Marketing for 2023

September 15th, 2022 by

As generations have evolved, so have career aspirations. Where our grandparents would have typically taken administrative or manual labour roles, today’s generation is looking to the online world to make their money. Nowadays, 17% of 11-16 year olds say they want to be a social media influencer when they grow up; with 1 in 11 of these wanting to specifically earn on YouTube as a content creator. But what is it about becoming a social media influencer that is so appealing?

Aside from the large sums of money brands are offering up, millennials and Gen Z want a careers as social media influencers because of the following:

  1. To make a difference in the world
  2. The working hours are flexible
  3. To get their ideas out to as large an audience as possible

What are social media influencers?

Unless you’ve been in hiding for the past decade, social media influencers are incredibly hard to miss nowadays. Simply put, a social media influencer is someone who has an established profile on any social media platform which they use to promote a brand’s products/services to their loyal followers. 

Influencing has been a recognised marketing technique for almost 300 years; with the earliest example coming from Josiah Wedgwood in 1760. For a more in depth look at the timeline of influencer marketing, check out our influencer marketing history blog. As we have stepped into the modern, digital era, influencing is no longer about celebrity endorsements, but, instead, just as viable a career path as any for the everyday person. 

Coming in all shapes and sizes, social media influencers have more to offer up than just promoting a brand’s products. The size of their following determines their engagement rate (how actively involved with their content an audience is) and, therefore, which specific tasks they are able to execute. Let’s take a look at the influencer categories:

Nano influencers – 1k-10k followers – ideal for start-ups and small to medium sized businesses.

Micro influencers – 10k-100k followers – good for generating focused leads.

Macro influencers – 100k-1M followers – can help increase reach.

Mega influencers – 1M+ followers – great for increasing brand awareness.

What are social media influencers

Why do social media influencers exist?

Long gone are the times of traditional advertising formats. Social influencer marketing takes the long-standing word-of-mouth method and places it into a modern setting. Instead of an audience relying on celebrity endorsements to discover new products, recommendations now come from social media influencers who more closely represent the everyday person. Think about it, how likely are you to be persuaded to buy a product promoted by a celebrity who has probably never touched it in the first place vs. one that is recommended to you by a close friend or family member? Think of the influencer as the latter. 

Consumer behaviours are changing. The demand for a democratic purchasing experience is higher than ever, as consumers now want the freedom to choose which brands to purchase from as opposed to being told where to go. This is where social influencer marketing steps in. By utilising the persuasive power of an influencer, brands stand more of a chance of attracting new customers without directly shoving their products down people’s throats; which, as we’ve come to learn, is the easiest way to turn potential customers away. 

Social influencer marketing thrives on the power of storytelling. Going hand in hand with their freedom to choose which brands they want to explore further, being met with a heartwarming story about the brand’s origins or what they believe in, makes the consumer feel like they have made a sound decision; increasing their purchasing potential. 

To recap:

Modern advertising formats, a change in consumer behaviour and the power of storytelling are all catalysts for the inevitable dominance of social influencer marketing. The industry is constantly evolving at rapid speeds, so this day might just come sooner than we anticipate. 

Why do social media influencers exist

So you’re a brand who…

wants to know the benefits of using social influencer marketing

Social media influencers represent modern day marketing. Their implementation into your marketing strategy will quite literally bring you up to speed with the modern world, solidify your standing in it and prove to consumers that you aren’t falling behind. Aside from this, social influencer marketing can do the following:

  1. Increase brand awareness and reach
  2. Build credibility and trust
  3. Enrich your content strategy 
  4. Create long-lasting partnerships
  5. Boost SEO and ROI
  6. Drive purchase decisions
  7. Increase sales
  8. It is cost effective and saves time
  9. It is suitable for any business 

While each of these benefits are achievable, their success rates can differ according to which platform you operate on. For example, with TikTok pushing short form video content, it is the perfect place to run 30 second ads between videos on the fyp; which increases brand awareness and reach. On the other hand, Instagram optimises its use of interactive images to lead successful influencer marketing campaigns; driving purchasing decisions and enriching content strategies. 

wants to know how to use social influencer marketing

The great thing about social influencer marketing is that it isn’t a one-size-fits-all process. Each strategy can be tailored to suit your brand’s needs and goals. But how do you know what your needs and goals are in the first place?

Nobody knows your brand better than you do and so you should have an understanding of your image, values and what it is you want to achieve for yourself. Taking this and placing it into a social influencer marketing strategy can help you achieve success at a fraction of the cost of traditional advertising methods and within a quicker time frame. 

Thought strategies are flexible, there are initial steps that everyone should take to take a campaign from shelf to screen. 

  1. Outline the campaign goals and objectives (personal and numerical)
  2. Decide which campaign type to run
  3. Discuss with the influencer(s) which product/service will be promoted
  4. What content will be needed from the influencer(s)?
  5. What benefits will the influencer receive?
  6. How will the results of the campaign be tracked and measured?

Answering these questions will set you up with a great head start. 

An overview

The digital era is evolving faster than we could ever imagine. Advancements in technology and social media platforms make for social influencer marketing fast becoming the dominant method of marketing. In order to maximise the opportunity for success, brands need to begin implementing social media influencers into their strategies across a range of platforms and for a range of consumers. 

FAQ’s

What is a social media influencer?

A social media influencer is someone who uses their established profiles to promote a brand’s products or services to their followers. 

Why are social media influencers important?

Social media influencers bring brand’s up to speed with the modern world. They adhere to new consumer behaviour and trends and are the future of the marketing industry.

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

Socially Powerful

Contact us

 

Popular Blogs

Most Popular Instagram Hashtags | Tiktok Hashtags | Instagram Monetization | Facebook Banner Size | Snapchat Influencers | Most Subscribed Youtubers | Best Time to Post on Youtube | UK Twitch Streamers | Female Twitch Streamers | Popular Tiktok Songs | Male Tiktok Influencers | Lgbtq Tiktok Influencers | The Rise and Fall of Clubhouse  | Influencer Marketing on Clubhouse | LiketoKnowit | Pretty Little Thing Instagram| Social Marketing Agency

Posted in Social Media Platforms

Influencer Marketing for Beauty Brands

September 15th, 2022 by

The beauty industry is perhaps the most perfectly poised to take advantage of the benefits of influencer marketing. Tutorials, unboxings, hauls, first impressions etc. are all opportunities for brands to promote their products. So with 74% of Gen Z and 66% of millennials driven to make purchases based on beauty influencer posts, implementing influencer marketing is a no brainer for brands within the beauty industry. 

In this blog we will reveal the secret to successful beauty influencer campaigns, the industry’s future and how platforms such as TikTok and Instagram have been integral to its projected $100 billion growth. 

Campaign Examples

With the sheer size of the beauty industry comes a whole host of successful campaign examples. Before delving into the details, let’s take a look at some essential statistics responsible for their success. 

Beauty companies are expected to spend $7.7 billion on advertising in 2022. 

Though the top advertising channel is still television, digital advertising is quickly gaining traction. In an industry that generates so much revenue, it is only right that companies spend billions of dollars on advertising its products. However, let’s not mistake the amount of money spent for the success of the campaign. 

Digital advertising makes up 34.1% of the total ad spend in the beauty industry.

One third of beauty product buyers interact with brands on social media. This ensures that as the target audience moves online, so do the marketing efforts of brands. 

Influencer marketing for beauty brands is heavily leaned on by a select few. Here are some notable examples.

 

View this post on Instagram

 

A post shared by Glossier (@glossier)

Glossier 

Glossier quickly became a household name within the beauty sphere, standing tall as a $1.8 billion company. The key to their success? “Regular women who promote the brand so devoutly” – according to CEO Emily Weiss. While working with influencers has always been at the core of Glossier’s marketing strategy, it is the shoutout to and feature of the brand’s regular customers on their page that entices new consumers to want to get to know what Glossier has to offer. This highlights the importance of customer appreciation within influencer marketing for beauty brands.

 

View this post on Instagram

 

A post shared by ColourPop Cosmetics (@colourpopcosmetics)

ColourPop

Colourpop is unique in its approach to influencer marketing, as it relies solely on the recommendations of social media influencers to promote their products. By incorporating ColourPop’s products into their YouTube videos, influencers have managed to achieve the following:

  1. Encourage followers to buy the brand’s products
  2. Generate interest among fellow makeup artists to pursue their own collaborations with the brand

Just like other brands who work with micro influencers, ColourPop relies on the re-purposing of user generated content to fill up their social media platforms. 

Social media platforms X beauty brands

The beauty industry is set to exceed $100 billion by the end of 2022 and platforms such as TikTok and Instagram are integral to that growth. The success of influencer marketing for beauty brands greatly depends on the social media platform they are run on. 

According to a Think with Google study, YouTube is the number one source for beauty content among women aged between 18-54. This is because, unlike other industries, 46% of consumers of beauty products still prefer to see beauty products in person, meaning they are seeking influencers purely for information and knowledge on certain products as opposed to using their recommendation to purchase products online. YouTube is the perfect platform for this as its long-form video format allows for lengthy product reviews. 

TikTok is also growing as an influencer hub as its short-form video concept allows influencer marketing for beauty brands to reach a wider audience than platforms such as YouTube and Instagram can due to over 1 billion users on the app. 

influencer marketing for beauty brands

The future of influencer marketing for beauty brands 

It is no secret that things are looking bright for the future of the beauty industry, with it projected to sit at $758.4 billion by 2025, however, beauty influencer marketing itself could take an unexpected turn. 

Consumer complaints regarding influencers are often targeted at questioning the validity of what they have to say, given that the majority of them aren’t actually qualified MUAs or skincare experts. A surfeit in sponsored posts on an influencer’s profile also reinforces this scepticism and pushes consumers to question whether their recommendations are truly authentic. 

To combat this, some brands are hoping to re-instill consumer trust by upskilling their influencer partners to ensure that they are more informed and, therefore, better ambassadors for their brand. 

In January 2022, the No7 Beauty Company partnered with the British Beauty Council on a skincare education program designed to upskill social media content creators. The UK-based, invitation-only program consists of six modules both online and in-person with the aim of it being the start to a solution for the changing industry. Educating those with a voice in the beauty industry will mean that influencer marketing for beauty brands will appear more authentic and trustworthy. 

Influencer marketing for beauty brands: round up 

As influencer marketing for beauty brands continues to grow, companies that want to stand out and thrive need to recognise the importance of getting content and social proof from creators; whether these be customers or established influencers. It’s true that beauty is in the eye of the beholder, but in this case it is also in the hands of the consumer.

FAQ’s

Who is the most popular beauty influencer?

Huda Kattan, better known as @hudabeauty, continues to sit at the top with over 50million Instagram followers. 

Who is the best beauty blogger?

Wendy Rowe (www.wendyrowe.com) is a beauty and skincare expert with over a decade of experience in the industry. 

Who are the top three TikTok beauty&skincare influencers?

  1. Mikayla Nogueira – @mikaylanoguiera – 2.4M followers 
  2. Christina “Tinx” Najjar – @tinx – 1.2M followers 
  3. Hyram Yarbro – @hyram – 6.2M followers 

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

Socially Powerful

Contact us

 

Popular Blogs

Most Popular Instagram Hashtags | Tiktok Hashtags | Instagram Monetization | Facebook Banner Size | Snapchat Influencers | Most Subscribed Youtubers | Best Time to Post on Youtube | UK Twitch Streamers | Female Twitch Streamers | Popular Tiktok Songs | Male Tiktok Influencers | Lgbtq Tiktok Influencers | The Rise and Fall of Clubhouse  | Influencer Marketing on Clubhouse | LiketoKnowit | Pretty Little Thing Instagram| Social Marketing Agency

Posted in Social Commerce, Social Media Platforms

Influencer Statistics

September 8th, 2022 by

Influencer marketing has taken the marketing industry by storm and has shown no signs of slowing down any time soon. With its projected net worth being set at $15 billion by the end of 2022, many brands and marketers are turning to influencer marketing for its ability to produce impressive results, fast. 

But just how effective is influencer marketing and what statistics are out there to validate the hype around it? Buckle up as we will be talking influencer statistics in this blog; some of which just might blow you away. 

How effective are influencers?

Think about the last time you scrolled through your favourite social media platform, how many of the posts you came across were influencer-created; and more importantly, how many of them were ads? A lot, right? 

This alone proves the reach that influencers can stimulate, even when they are not specifically being searched for. 

The effectiveness of influencers can also be narrowed down into the following points:

They build trust 

They improve brand awareness 

They enrich your content strategy

They effectively reach your target audience

You can build potential winning partnerships with them.

Essential Influencer Statistics 

Whether you are a brand already well-established in the world of influencer marketing, or a complete novice who still isn’t entirely sure what it is, we have compiled an impressive list of influencer statistics to help you better understand and improve on your influencer marketing journey. 

70% of teens trust influencers more than traditional celebrities 

According to Google, 4 in 10 millennial subscribers say that their favourite influencer understands them better than their friends. With this fast becoming the consensus among young people, brands will find it increasingly difficult to build the same level of trust with their target audience compared to an influencer. To tackle this, brands use influencers to speak on their behalf and deliver the message they want people to hear. 

93% of marketers have used influencer marketing 

And this number is only set to increase. 

Just 7% of marketers, globally, have yet to implement this strategy as a new way to market their business to potential new customers. 

There were 1360 influencer marketing agencies as of 2020

These agencies help identify and connect with suitable influencers for brands and have been quick to capitalise on the rapidly growing demand for influencer-brand partnerships. Between 2019 and 2020, 240 new platforms entered the market. 

If you are a brand, take advantage of the extensive choice of influencer marketing agencies on offer and shop around until you find the best fit for you. 

Social Media marketing has surpassed print marketing 

Where traditional advertising forms, such as magazine spreads, once dominated, they are now giving way to influencer marketing. The return on investment in social media marketing is now far outpacing any traditional medium. A monumental influencer statistic.

42% of customers use ad-blocking technology 

Following closely behind the previous point, this influencer statistic is one of the ones we warned would be mind blowing. 

Consumers are tired of being hammered with pop ups and banners, with 37% of laptop users and 15% of mobile users in the US enabling some sort of ad-blocking technology. But never fear, influencers are here to fill the gap. Advertising power is now shifting. 

It’s a micro-influencer’s world…

It is no secret that micro influencers are taking over social media, and rightfully so. Their high engagement rates and authenticity put them at the forefront as trustworthy recommenders from a consumer’s perspective. Here are the top micro influencer statistics to solidify their positioning in the influencer marketing world. 

Brands utilise micro influencers 10x more than mega influencers

In 2019, brands used micro influencers 10 times more often than mega influencers, compared to only 3 times more in 2016. 

This highlights the shift in influencer trends within the industry over the years due to brands seeing the greater benefits of spreading their budget across several smaller influencers who are guaranteed to produce results; as opposed to dumping it all on one influencer with uncertainty. 

If you want to make the most of your influencer marketing budget, consider partnering with one (or multiple) micro influencers.

Micro influencers are on the rise

Going hand in hand with the aforementioned influencer statistic, micro influencers have grown from 89% in 2020 to 91% in 2021. 

Nano influencers have the highest engagement rate

Proudly representing the micro influencer, nano influencers have an impressive engagement rate of 5%, on average. This is considerably higher than their mega influencer counterparts and often places them on a pedestal for driving sales, increasing reach and promoting brand awareness. 

The world’s beloved platform: Instagram 

Delving into influencer statistics would not be complete without a nod to Instagram influencer statistics. Instagram has fast become one of the most important platforms for influencer marketing and here’s why:

87% of users took action after seeing a product on Instagram

With 8 out of 10 consumers typically purchasing something after seeing it recommended by an influencer, it is no wonder this number is incredibly high. This purchase decision was led up to through the actions taken by the consumer first, such as following the brand’s social page or checking out their website. 

Fashion is the focus of 25% of sponsored posts on Instagram

25% of all sponsored posts on Instagram are fashion-related; making this the platform’s leading topic for brand partnerships. 

Influencer Statistics Round Up

Not only d these influencer statistics show you why influencer marketing is a powerful and effective strategy to use, but it also highlights which platforms and influencer types to utilise to reach your target audience.

Remember, you don’t need a huge budget to work with influencers. It’s all about creating a campaign that resonates and choosing the right influencers to work with.

FAQ’s

What percentage of companies use influencers?

According to Oberlo, 93% of companies utilise some form of influencer marketing.

How effective are influencers?

Influencers are incredibly effective when it comes to increasing brand awareness, driving sales, building trust and reaching your target audience. 

What is the success rate of influencer marketing?

The success rate of influencer marketing can only be determined by those running the campaign. Setting goals ahead of launching the campaign and tracking them to see whether you are on target is what will consider it to be successful. 

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

Socially Powerful

Contact us

 

Popular Blogs

Most Popular Instagram Hashtags | Tiktok Hashtags | Instagram Monetization | Facebook Banner Size | Snapchat Influencers | Most Subscribed Youtubers | Best Time to Post on Youtube | UK Twitch Streamers | Female Twitch Streamers | Popular Tiktok Songs | Male Tiktok Influencers | Lgbtq Tiktok Influencers | The Rise and Fall of Clubhouse  | Influencer Marketing on Clubhouse | LiketoKnowit | Pretty Little Thing Instagram| Social Marketing Agency

Posted in Social Media Platforms

A Guide to Influencer Advertising

September 8th, 2022 by

You could scour the internet for hours upon hours trying to piece together individual pieces of information in an attempt to better understand influencer advertising. Tedious, right? That’s why we have done the work for you and compiled a blog overflowing with essential information on the influencer marketing industry. Instead of traipsing through every single website for certain tidbits of information, you will be able to find those that are relevant all in one place. 

Understanding influencer advertising and the ins and outs of the industry is imperative for remaining up-to-date and relevant in a rapidly changing landscape. Social media influencer advertising is the future of the marketing industry and getting to grips with it sooner rather than later will be the most beneficial move you can make for yourself as an influencer or for your brand.

A Brief Introduction to Influencer Marketing

Simply put, influencer marketing utilises established profiles on social media platforms – influencers – to promote the products/services of brands to their loyal followers. 

Influencers

Influencers come in all shapes and sizes and, depending on the size of their following, can yield different results for your brand campaign; from gaining you more social media followers to increasing your return on investment (ROI). In the early days of influencer advertising, consumers were persuaded to buy products through celebrity endorsements. The narrative has drastically shifted since and today’s industry favours the micro influencer with 10,000-100,000 followers for product endorsements. For reference, here is a list of influencer types and what results they can potentially achieve through an online marketing campaign.

Nano influencers – 1k-10k followers – ideal for start-ups and small to medium sized businesses.

Micro influencers – 10k-100k followers – good for generating focused leads.

Macro influencers – 100k-1M followers – can help increase reach.

Mega influencers – 1M+ followers – great for increasing brand awareness.

The difference between a celebrity and an influencer is that an influencer is more relatable and authentic. Social media users feel like they know influencers personally and can, therefore, trust the product/service recommendations they promote on their profile. Influencer advertising thrives on the authenticity of an influencer and so the more they appear to be as close to your ‘everyday person’ as possible, the more likely they are to produce results for a brand. 

Benefits

Aside from influencer advertising quite literally being able to bring you up to speed with the modern, digital era, there are a whole host of other reasons as to why it is beneficial to implement. 

Increases brand awareness and reach

Builds credibility and trust

Enriches your content strategy 

Creates long-lasting partnerships

Boosts SEO and ROI

Drives purchase decisions

Increases sales

It is cost effective and saves time

It is suitable for any business 

The terminology might not mean much to you at this point, but once we start delving into how to build an effective social media marketing strategy, the penny will drop. 

What’s the point?

As a brand or an aspiring influencer, asking yourself why influencer marketing is even needed is a good first step to understanding the industry’s vast landscape. 

Social media influencer advertising is a way of stepping into the new ‘normal’ digital sphere. While it keeps you relevant it also is a result of the following: 

Consumers have completed their move to digital – We have arrived in a new era of democratic media consumption where consumers can choose who they trust when it comes to making purchasing decisions. 

Creative and media are becoming one – The fundamentals of advertising haven’t changed, just the format within which they are shared. What many traditional media outlets are struggling to understand is that consumers no longer want to see advertising. They want to see content. Brands no longer talk to consumers about products. Consumers talk to each other about brands. This is the fundamental psychology of trust: consumers prefer peer recommendations. 

Performance-based influencer marketing is on the rise – Influencers are your content production. They can create ads that resonate with consumers which, in turn, can enhance your advertising performance and improve overall conversion. 

Collaborations

At its core influencer advertising is all about the collaboration between a brand and an influencer, as this is what the ‘advertising’ element falls under. 

Influencer collaborations can take on many different forms: 

Sponsored posts

Discount codes/affiliates

Giveaways and competitions

Brand experiences 

Product collaborations

Brand ambassadors

Top Tip: when it comes to selecting a campaign type, it is important to consider the size of the influencer you are collaborating with. For example, product collaborations are often expensive to create and so you will need to be sure that you will generate high ROI. This cannot be done with a nano influencer with just a few thousand followers, as the audience simply will not be there. Consider choosing a mega influencer for this campaign type. 

Influencer advertising can occur on any social media platform, but in this blog we will focus on Instagram influencer advertising

Creating a marketing strategy for Instagram

Ultimately, your marketing strategy is going to be what ensures you reach your goals. The beauty of creating one of these is that it can be tailored exactly to your liking; improving your chances of success from the get go. While this is not a one-size-fits-all process, there are essential steps that need to be taken by all brands to get a campaign up and running.

Determine your goals – The most common goal among brands utilising influencer marketing is to reach new customers, which makes sense seeing as influencer advertisements are what put you in front of new audiences. Think about how your influencer marketing campaign will fit into your broader social media marketing strategy and create measurable SMART goals that you can report on and track. 

Know your target audience – An effective marketing strategy requires you to speak to the right people, using the right tools and right influencers. Creating buyer personas can be a beneficial way to better understand who you are trying to reach. Creating influencer personas can also be used in the same way to help you find creators. 

Choose your influencer(s) – Consider the three Rs when picking influencers to collaborate with. Reach, relevance and resonance. These will be key in putting successful influencer advertisements out into the online world. An influencer’s engagement rate is also something to consider during the selection process.

Measure your results – possibly the most important element of this process. Keeping track of and consistently measuring the results of your influencer advertisements (not just at the end!) will determine what is working well for you and what isn’t. From here you can filter out the elements of your campaign that are negatively impacting your results and move forward with a more successful campaign. 

Collaborations 

Maintaining a healthy relationship with your chosen influencer(s) should be at the forefront of your mind at all times; after all they are your business partner, not your employee. Before sending your influencer advertisements out, there are a few crucial steps you must follow during the influencer collaboration process to ensure that these are created and sent out at their full potential. 

Reach out to your influencer(s) – For micro influencers, you can slide into their DMs and for bigger influencers you might have to get in touch with their agency/manager or business email that is often found in their bio. Whichever size influencer you choose, ensure that your opening message to them does not sound like a sales pitch. Express your interest in their work and explain what benefits are in it for them if they choose to collaborate with you. 

Discuss with the influencer what product/service will be promoted – does this align with what the influencer already puts out to their audience? Remember, influencers have every right to say no to a collaboration if they do not feel it will align with their image or if they think their audience will not respond well to it. 

Hand over the reins – when it comes to the creative process, hand over as much creative freedom to your influencer as possible. Remember, no one knows their audience better than they do and so they will be able to produce influencer advertisements that are likely to resonate with them. This will also show the creator that you trust them enough to produce exceptional content and will make them want to consider working with you again. 

Have fun – above everything else, have fun with it! Creating content together is a fun experience and you should bear this in mind every step of the way. 

FAQ’s

How do influencers affect advertising?

Influencers can bring your products/services in front of an audience who is engaged and genuinely interested in what you have to offer. 

Why is influencer marketing needed?

Influencer advertisements bring brands into the modern, digital world and keep them relevant. 

What are the key platforms used by influencers?

Instagram and Youtube are the current reigning platforms for discovering influencers.

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

Socially Powerful

Contact us

 

Popular Blogs

Most Popular Instagram Hashtags | Tiktok Hashtags | Instagram Monetization | Facebook Banner Size | Snapchat Influencers | Most Subscribed Youtubers | Best Time to Post on Youtube | UK Twitch Streamers | Female Twitch Streamers | Popular Tiktok Songs | Male Tiktok Influencers | Lgbtq Tiktok Influencers | The Rise and Fall of Clubhouse  | Influencer Marketing on Clubhouse | LiketoKnowit | Pretty Little Thing Instagram| Social Marketing Agency

Posted in Social Media Platforms

Influencer Marketing for Luxury Brands

September 5th, 2022 by

Influencer marketing has taken the marketing world by storm within recent years – and rightfully so. Offering up new and innovative ways to reach a whole new generation of online consumers, in a way that is purely digital, is becoming far more beneficial for brand success. 

When we think of influencer marketing, our minds typically wander towards up and coming brands who are looking to increase their reach on social media platforms. We bet not many of your thoughts immediately jump over to how luxury brands are using influencer marketing to promote their products. Why would they? Everyone already knows the Chanels and Diors of the world. What could be the reason for them needing even more exposure?

Through this blog, we will explore all there is to know about influencer marketing for luxury brands and discover why even the largest brands in the world cannot escape the inevitable take over of the influencer. 

Why should Luxury Brands utilise Influencer Marketing?

Apart from it literally dominating almost every corner of the online world, influencer marketing for luxury brands plays host to a whole new level of inclusivity and accessibility. 

Stereotypically, there is an air of inaccessibility when it comes to luxury goods, which only the richest and most elite are worthy of and there have even been previous discussions surrounding how luxury brands could “lose their appeal” by simply engaging a more diverse audience. So we understand that stepping into the influencer marketing world has been a little more challenging for them. 

However, having acknowledged this, the answer for why luxury brands need to begin utilising influencer marketing is simple. Because modern consumers prefer people to faceless brands. Gen Z in particular would much rather buy a product from a trusted person, especially when it comes to pricier items. This is where influencer marketing for luxury brands could aid their attempt at reaching the average consumer of 2022. 

Getting the Ball Rolling

Even though the New Face of Luxury report of 2017 by Econsultancy states that 12% of luxury brands say that they have not yet participated in influencer marketing, and also have no plans to, there are many out there who have already dipped their toe into the campaign water; even though 46% have admitted that their influencer program is a year, or less, old. 

New Face of Luxury report

Here are some reasons why, slowly but surely, influencer marketing for luxury brands is beginning to take off.

Social media makes luxury accessible

Online shopping allows the modern-day consumer to interact with and experience high-end products on a whole new level. Of course, opening luxury brands up to being promoted by influencers can run the risk of appearing less exclusive, but, with the right balance, a lot of them are learning that operating influencer marketing on channels such as YouTube and Instagram can reflect the lifestyle and interests of the core consumer. 

Greater focus on ROI

Luxury brands tend to invest much larger amounts of money into their campaigns than the average company and so it is natural for them to want to measure return. 62% of those who incorporate influencer marketing into their strategies say that revenue generation is an important measure of success; factors that are now much more trackable thanks to new marketing measuring tools. 

Mid-tier influencers offer authenticity

As touched upon earlier, the modern-day consumer prefers their purchase recommendations to come from trusted people rather than from a faceless brand. The authenticity a mid-tier influencer with 10k-100k followers can offer a consumer is much more effective nowadays than running a tv ad and expecting people to run out and buy your product the next day. This is because they have obtained an engaged following who are willing to listen to and take on board their recommendations and it is why influencer marketing for luxury brands is becoming an essential part of the future of marketing across all sectors. 

Influencer Marketing for Luxury Brands: Case Studies

Chanel

Chanel successfully stirred up conversation around its Hollywood-inspired Paris fashion show in October 2020 by hosting a live stream of the event and inviting influencers to dress up for it even if they were attending virtually. Influencers posted their glamorous outfits from their bedrooms and living rooms onto their socials with the hashtag #ChanelSpringSummer which generated $876.5k EMV for the luxury retailer in October alone from 76 content creators. We never want to hear anyone say that influencer marketing for luxury brands doesn’t work, again.

 

View this post on Instagram

 

A post shared by Elle Ferguson (@elle_ferguson)

Fendi

To promote its iconic Peekaboo bag in August of 2020, Fendi invited content creators to its #FendiPeekabooBar pop-up in London. Here, the influencers received unique customisation for their bags. Through this thoughtful initiative, Fendi accrued $8.7M EMV in August alone thanks to the influencer’s social media exposure of it to their followers. Yet more proof as to how influencer marketing for luxury brands can be incredibly successful when done correctly. 

The Bottom Line

Social media influencers are driving significant engagement for luxury brands and the brands that invest in influencer marketing are the ones reaping the rewards. It is understandable that, for some, incorporating influencer marketing for luxury brands could run the risk of dismissing an exclusivity that has been built up for decades, however, in a new, digital era, it is important to get with the times so that you do not fall off and become forgotten. 

FAQ’s

Should luxury brands use influencer marketing?

The power that content creators yield is often underestimated and the sooner luxury brands realise that influencers are an incredibly beneficial addition to their teams, the better.

How do you promote luxury brands on Instagram?

Step 1: Review your audience – what do they like/dislike and what type of content do they consume regularly. 

Step 2: Create a shortlist – of all potential influencers.

Step 3: Do your research – research into your chosen influencer to decide how to collaborate with them and what you are going to post on both of your profiles.

Step 4: Create an on-going relationship – by giving them creative freedom. No one knows what their audience responds to more than they do. 

Do luxury brands work with influencers?

73% of luxury brands have begun their influencer marketing journey, with 15% looking to start within the next year. 

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

Socially Powerful

Contact us

 

Popular Blogs

Most Popular Instagram Hashtags | Tiktok Hashtags | Instagram Monetization | Facebook Banner Size | Snapchat Influencers | Most Subscribed Youtubers | Best Time to Post on Youtube | UK Twitch Streamers | Female Twitch Streamers | Popular Tiktok Songs | Male Tiktok Influencers | Lgbtq Tiktok Influencers | The Rise and Fall of Clubhouse  | Influencer Marketing on Clubhouse | LiketoKnowit | Pretty Little Thing Instagram| Social Marketing Agency

Posted in Social Media Platforms

Influencer Marketing Examples

September 5th, 2022 by

Are you still resisting the shift into the digital marketing world? Does it fill you with fear and vulnerability? If the answer to these questions is yes, then this blog is for you. 

Influencer marketing is now far beyond its experimental phase and has reaped astronomical results for brands who are unable to afford the extravagant prices of traditional advertising formats. However, surpassing the initial phase of getting a foot in the door is where brands typically struggle. When done right, influencer marketing can be groundbreaking and turn your small business into a marketer’s dream. 

Still not convinced? We’re here to ignite some motivation in you by sharing the most influential influencer marketing examples already out there. 

Before we get started…

If the term ‘influencer marketing’ still isn’t something you are entirely familiar with, we recommend checking this blog out first. Don’t forget to come back and visit us here!

We know the rhetoric – “Why can’t I just promote my brand myself instead of paying to use influencers to do it for me?”. The answer is simply because consumers will only consider purchasing new products if they are recommended by someone they trust; ie, the influencer. The more experience a consumer has with a product – through watching influencers work with it/use it – the more likely they are to become purchasing customers. To ensure that you meet the needs of the modern consumer, it would be wise to implement an influencer into your marketing strategy. Aside from their ability to turn followers into paying customers, there are a whole host of reasons why they will be beneficial to you.

They increase brand awareness – just one mention on an established influencer’s social media profile can greatly expand your reach and social positioning online. 

They effectively reach your target audience – influencers are the key to having your social content placed in front of an audience deeply invested in your niche. 

They build trust – blood, sweat and tears goes into building an audience who trusts the influencer they closely follow. They respect what the influencer recommends and if that is your product then you are automatically deemed a trustworthy brand. 

Builds winning partnerships – connecting and working with an influencer could be the start of something powerful. These partnerships could evolve into countless successful social media marketing campaigns.

Influencer Marketing Examples

Influencer Marketing Examples

They say imitation is the sincerest form of flattery, and while we don’t encourage you to exactly copy another brand’s social media marketing campaign, a lot can be learned by taking a look at influencer marketing examples to see what has worked for other brands, globally.

Daniel Wellington 

As far as influencer marketing examples go, any list would not be complete without the campaign driven by Swedish watchmaker, Daniel Wellington. 

Without using any other forms of advertising, this campaign ran purely on the word-of-mouth tactic through influencer recommendations across a range of social media platforms. Alongside this, the campaign encouraged anyone and everyone to post their own images online with the branded hashtag #danielwellington, which generated more than 900,000 mentions on Instagram alone. This was also a great way to get the everyday user involved by allowing them to feel part of the brand rather than just a customer. 

Originally a $15,000 start-up, the brand managed to earn a revenue of $220 million by 2015, proving the power of influencer marketing. 

What can we learn from this influencer marketing example

This campaign shows us how integrating entertainment with advertisement can garner customer engagement and loyalty.

Audible

A household name by now, Audible’s campaign journey took on a similar approach as Wellington’s by utilising the word-of-mouth tactic, but this time, the recommendations were given by popular YouTube creators. 

The primary objective of this campaign was to drive conversions in the form of sign-ups and increase brand awareness and drive engagement for their monthly membership service. A way of doing this was to target a wide variety of audiences that belonged to different demographics and partnering up with creators from multiple niches, such as gaming, entertainment, beauty, animation etc. was the perfect way to achieve these goals. 

What can we learn from this influencer marketing example?

The merging of entertainment and sponsorship is enticing for viewers and, because the advertisement is coming from someone they know and trust, they are more likely to want to try the service out. 

Google

This blog would be incomplete without a success story from a micro influencer marketing campaign.

Google partnered up with the two DIY-focused creators behind @thesorrygirls to promote the tech giant’s new Pixelbook laptop. With just one sponsored post, The Sorry Girls ran an Instagram giveaway contest, instructing entrants to like the image and leave a comment stating how they would use the Pixelbook laptop if they won. 

The Sorry Girls’ Instagram account had less than 100,000 followers, but they were still able to earn an impressive engagement rate of 59.4%. 

What can we learn from this influencer marketing example?

Working with micro influencers often means higher engagement rates. Do not shy away from them just because of the size of their following!

Let’s round things up 

After exploring just a few influencer marketing strategy examples you should be feeling a little more sure that this is an effective way to market your brand and products without having to spend an unforgivable amount of money. Of course, each influencer marketing example we have highlighted has their similarities on the surface, but they have all been tailored to meet the needs of the brand’s values, image and goals. This is what makes it so unique. Whoever you are, whatever size you are or however long you’ve been established, influencer marketing can be tailored to your needs and can give you long-lasting, astonishing results. 

FAQ’s

What is an example of influencer marketing?

Sun Peaks Resort, a ski resort in British Columbia, wanted to increase awareness about several of their top winter attractions; including crowd-free ski runs and seasonal festivals. Travel mindset recruited Canada’s top adventure photographer, Callum Snape, to document his experience with Sun Peaks Resort and post it on his Instagram profile for his like-minded viewers to see. This drove 200,000+ article views of three minutes or more and garnered huge interest from Sun Peak’s target audience. 

How are influencers used in marketing campaigns?

Influencers are the middle man between a brand and a customer. They use their close relationships with their followers to showcase and recommend products and services from brands who they are in partnership with, to persuade them to become purchasing consumers. 

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

Socially Powerful

Contact us

 

Popular Blogs

Most Popular Instagram Hashtags | Tiktok Hashtags | Instagram Monetization | Facebook Banner Size | Snapchat Influencers | Most Subscribed Youtubers | Best Time to Post on Youtube | UK Twitch Streamers | Female Twitch Streamers | Popular Tiktok Songs | Male Tiktok Influencers | Lgbtq Tiktok Influencers | The Rise and Fall of Clubhouse  | Influencer Marketing on Clubhouse | LiketoKnowit | Pretty Little Thing Instagram| Social Marketing Agency

Posted in Social Media Platforms

Instagram Influencer Marketing Strategies

September 1st, 2022 by

Are you a brand struggling to find your target audience among the hustle and bustle of the online marketing world? If the answer is yes, then you’ve come to the right place. 

Let’s be honest, finding your niche group of buyers is already enough of a challenge in the real world, and so we’re looking to minimise the chances of it being the same in the online marketing one. Implementing social media influencers into your online marketing strategies is the key to guaranteed success and, in our opinion, should also be used by all brands as a way of keeping up to date with a rapidly changing, digital world. 

Influencer marketing strategies can operate on any social media platform that suits you, but this blog’s focus will be on Instagram influencer marketing strategies and why they are so beneficial to brands. 

What’s all the hype about?

They’re everywhere and they’re multiplying by the hundreds…fast.

No, we’re not talking about the latest rendition of Gremlins. We’re talking about influencers. Specifically, Instagram influencers. 

Technically speaking, anyone with 1000+ followers can be classified as an influencer, so it’s no wonder they’re popping up left, right and centre. But what are the benefits of partnering with them and running Instagram influencer marketing strategies

They build credibility and trust 

When we are looking for recommendations, who do we go to? Oftentimes, we will seek buying advice from those we know and trust. For most of us nowadays, influencers play this important role in our lives. They have spent a lot of time and effort building close relationships with their audiences and so anything they choose to promote is automatically deemed trustworthy. Simply put, if the influencer loves your product then 9 times out of 10, their audience will love it too. 

They are cost effective

Who doesn’t want to save a bit of money?! 

Traditional forms of advertising have the potential to blow your entire budget on one tv appearance that isn’t even guaranteed to reach your desired target audience. On the other hand, micro influencers on Instagram have an average cost of $100-$500 per post and are guaranteed to reach your target demographic. 

They keep you relevant

It is very easy to fall behind in today’s constantly- evolving digital world, but influencers are here to keep you on track and “down with the kids”. Proving to consumers that you are up-to-date with and knowledgeable about the trends of the online marketing industry will keep them interested in you, as their needs are being met.

Why Instagram?

There are a plethora of social media platforms out there to run campaigns on, so why do Instagram influencer marketing strategies tend to perform better? 

It is more organic

High-quality influencer content is a strong driver for organic traffic to a brand’s social pages. Real-time content such as stories and Lives give consumers multiple ways to engage with an influencer, and, therefore, with products. 

This allows the consumer to engage with the content that they actually resonate with and allows the influencer to integrate a brand’s products into their daily lives, showcasing it in a way that they deem best fit for their audience. Here, nothing is forced and the promotion of products/services flows smoothly and freely. 

It’s niche

As a brand, finding influencers within your niche is vital. They hold the key to the target audience that will be responsible for your increase in ROI. Consumers are provided with numerous ways to engage with a niche that they are interested in and so ensuring that you are ready and waiting for them when they search that specific hashtag or scroll down their explore page will give you the ultimate head start. 

It’s personal

One of the reasons why Instagram influencer marketing strategies are so successful is because of the close, personal connection that influencers have with their followers. The key? Leveraging a genuine, authentic relationship.

It’s personal

Getting your Instagram influencer marketing strategy off the ground

Over 300 million product posts are clicked on Instagram daily and, more importantly, 40% of people say they use the platform to discover products and services. So how, among billions of users, will you ensure that your brand stands out? Influencer marketing for ecommerce is all in the influencer selection process. Get this right, and you’ll be well on your way to running a successful campaign. Click here for more information on choosing the right influencer for your campaign.

There are many social media marketing campaign types, but choosing one that reflects the goals and objectives you have set out ahead of yours will ensure that you are tracking successful results. Influencer marketing on Instagram can be as flexible as you need it to be, so don’t hold back on the goals you wish to achieve. There’s a campaign type for it. These include, but aren’t limited to:

Giveaways and competitions

Discount codes and affiliate links

Product collaborations

Brand ambassadors

Hosting brand events

Instagram influencer marketing strategies can only progress and evolve if you keep track of them and constantly measure results. The platform includes some small features that make this possible without having to use existing analytic tools, such as being able to search through a hashtag of yours and seeing how it is doing overall; however, it is generally wise to hone in on these results by using tools such as Google Analytics. 

Instagram influencer marketing strategies: final thoughts

Overall, campaigns run on this platform tend to yield better results due to a combination of a high engagement rate and the personal relationship that influencers have with their audiences. Consumers nowadays want to have as much experience with a product/service as they possibly can before purchasing, and this is where the influencer steps in. Seeing them using the product in an organic way is likely to push them to the buying phase of the engagement process which, eventually, benefits all parties involved; brand, influencer and consumer.

FAQ’s

Why is Instagram good for influencer marketing?

Instagram influencer marketing strategies are good for a few reasons that include, but are not limited to:

It is organic

It is niche

It is personal 

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

Socially Powerful

Contact us

 

Popular Blogs

Most Popular Instagram Hashtags | Tiktok Hashtags | Instagram Monetization | Facebook Banner Size | Snapchat Influencers | Most Subscribed Youtubers | Best Time to Post on Youtube | UK Twitch Streamers | Female Twitch Streamers | Popular Tiktok Songs | Male Tiktok Influencers | Lgbtq Tiktok Influencers | The Rise and Fall of Clubhouse  | Influencer Marketing on Clubhouse | LiketoKnowit | Pretty Little Thing Instagram| Social Marketing Agency

Posted in Social Media Platforms

Micro Influencers: Instagram Edition

August 29th, 2022 by

There are multiple case studies floating around the internet to prove that influencer marketing is an effective strategy to grow your business, however, not every brand has six figures to shell out on a post from a mega influencer, and that’s okay! If you can relate to this, you’re in luck…

The dawn of the micro influencer is upon us and with their share of the marketing industry growing from 89% in 2020, to 91% in 2021, they are here to stay. 

Micro Influencers on Instagram: the low-down

Influencers have the power to win the hearts – and wallets – of the users who engage with their social media profiles. However, 9 times out of 10, this power can only be yielded if the influencer has a close relationship with their audience. A close relationship equals more trust, and more trust equals a higher chance of a follower reaching into their pocket. Micro influencers are experts at building and maintaining these relationships, due to their modest following of 1k-100k allowing them to interact with everyone on a personal level. Micro influencers on Instagram, in particular, have mastered this art.

According to a report by Mention, 45.6% of the billion users on the platform have between 1 and 100k followers, meaning that there are currently 456 million micro influencers on Instagram to choose from. We don’t want to hear anyone complaining about not being able to find an influencer to partner with, ever again.

What’s in it for you?

But despite the sheer number of them and their ability to form close connections with their followers, why else should brands partner with micro influencers on Instagram?

They have smaller, more targeted audiences 

Influencers with well over a million followers can be beneficial to your wider goals – ie, increasing reach – but when all of these people have different interests, it can be tricky to create content that appeals to everyone. 

Micro influencers only create content on the subject they are passionate about. They spend a lot of time building their presence and perfecting their content to create a community as invested as they are in the subject as they are. Once their following is built up, it won’t matter if the influencer isn’t a household name, as their followers will be appreciative of their informative content, regardless. 

They’re more authentic 

In a world where fiction is no longer distinguishable from fact, authenticity is the key to influencer marketing success. How many times have you seen mega influencers on Instagram, like the Kardashians, endorse diet teas and believe that they actually use them to lose weight? In reality they have a team of 5-6 people keeping them in shape at all times, making their followers’ scepticism completely valid. 

Unlike these mega influencers, micro influencers on Instagram don’t have the teams of people behind-the-scenes looking after them, meaning what you see them promote/recommend is almost always going to be something they regularly use and genuinely like. This authenticity also stems from the way in which micro influencers treat their followers like friends. You wouldn’t be dishonest to a friend, so why would micro influencers be dishonest to a follower? 

They don’t play hard to get

Almost all micro influencers on Instagram ‘started from the bottom’. Oftentimes, they wear their heart on their sleeve when it comes to their appreciation for the followers who, one-by-one, have added to their growing fanbase. This appreciation can be shown through giveaways and shout outs, but the most common way is through the influencer continuing to create content that they know will resonate with their audience and not deviating from the subject of shared interest.

If you have a micro influencer on Instagram who you admire, try getting in touch to show some love! 

They are more cost effective

Who doesn’t want to save money?! 

On average, micro influencers on Instagram will typically cost between $75 – $250 for one post, as opposed to their mega influencer counterparts who can charge anywhere upwards of $1000. 

If you are a brand who is just starting out with influencer marketing, consider partnering with a micro influencer, as they are usually more willing to work with lesser known brands if they feel it benefits their audience. 

They have a higher engagement rate

For all there is to know about influencer engagement rates, check out our engagement rates blog

Micro influencers on Instagram have an average engagement rate of 3.86%, with those possessing follower counts of 1k-5k having a rate of 5.6%. As we know, the higher the engagement rate, the more conversions your influencer is able to drive and the more chance there is for an increase in ROI. 

The frequency and quality of the interactions micro influencers have with their followers forms a solid basis of trust and makes it less uncomfortable to have those “buying conversations” later on. 

They have a higher engagement rate

Top micro influencers on Instagram

To give you a headstart, we have compiled an ‘Instagram Micro Influencers’ list to introduce you to some of the platform’s hottest influencers right now.

Micro fashion influencers

Liza Chloe – @lizachloe – 63.3k followers

Savina Chow – @savinachow – 96.4k followers

Ellie Louise Coker – @ellielouisecoker – 24.4k followers

Lauren Caruso – @laurencaruso_ – 55.5k followers

Alli Schapel – @blackarrowblog – 35.7k followers

Lifestyle micro influencers

Gabriela Milian – @thegabrielamilian – 41.k followers

Christa Lei – @supchrista – 4.8k followers

George Arvanitidis  – @george_arvanitidis – 16k f

Chloe Gil – @fancyinthefoothills – 10.8k followers

Brianna Amendola – @balancingwithbri – 6.9k followers

Micro influencers on Instagram: round up

By the end of 2022 we are expected to see the dominance of micro influencers on social media platforms, so it would be wise to jump on the bandwagon of influencer marketing sooner rather than later. You don’t have to dive in head first by partnering with a mega influencer and splashing thousands of £££s on your first campaign. Instead, take advantage of the power that micro influencers on instagram have within their niche, little following and you just might end up being added to the list of successful case studies out there.

FAQ’s

How do you find micro influencers on Instagram?

  1. Utilise instagram hashtags
  2. Look at your brand’s list of followers
  3. Look at your prospective influencer’s following list
  4. Use influencer marketing search tools

What is a macro influencer on Instagram?

A macro influencer typically has 500,000 – 1 million followers

What do micro influencers do?

Micro influencers on Instagram help to promote your brand’s products/services to their small, but engaged audience. 

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

Socially Powerful

Contact us

 

Popular Blogs

Most Popular Instagram Hashtags | Tiktok Hashtags | Instagram Monetization | Facebook Banner Size | Snapchat Influencers | Most Subscribed Youtubers | Best Time to Post on Youtube | UK Twitch Streamers | Female Twitch Streamers | Popular Tiktok Songs | Male Tiktok Influencers | Lgbtq Tiktok Influencers | The Rise and Fall of Clubhouse  | Influencer Marketing on Clubhouse | LiketoKnowit | Pretty Little Thing Instagram| Social Marketing Agency

Posted in Social Media Platforms

Basics of Influencer Marketing

August 4th, 2022 by

If you are present at least somewhere within the social media-sphere, we’re sure you have seen countless promotional posts created by popular accounts for an array of different brands. This is influencer marketing and, within the last decade, it has taken the marketing industry by storm. Revolutionising the way brands communicate with consumers, the basics of influencer marketing are based on the notion that people value the recommendations of people they like and trust. 

Influencer Marketing Basics

The basics of influencer marketing: What is it?

When talking about the basics of influencer marketing, it’s best to start at the beginning. While the industry is constantly evolving to adapt to shifts in the online world, at its core, influencer marketing is a hybrid of old and new marketing tools. It takes the idea of celebrity endorsements and places it into a modern-day, content-driven marketing campaign; that sees the collaboration between brands and popular social media accounts called ‘influencers’.

The basics of influencer marketing: What is an influencer?

Unlike celebrities, influencers can be anyone and are found everywhere. They can seem like ordinary people with a modest following of 10k-100k or they can have large followings of 500k+, but whatever the size of their audience an influencer is defined as being someone who has:

  1. The power to affect the purchasing decisions of others because of his/her authority, knowledge, position or relationship with his/her audience
  2. A following in a distinct niche, with whom he/she actively engages. 

A common misconception made by traditional media is that influencers are celebrities. If becoming a celebrity was as easy as gaining 10k followers on a social media platform, the whole world would be one!

Influencers are considered experts within their field. It is not a coincidence that they have the audience that they do. They are often many people’s go-to for questions regarding their expertise and the content they create is made with the aim of providing new and insightful information to those interested. Just like a boss level in a game, this niche audience is what the brands are after and the only way to get to them is through the influencer; hence, a collaboration. 

The basics of influencer marketing: Influencer x brand collaborations 

More commonly known as influencer marketing campaigns, collaborations between influencers and brands can take on many different forms. The most common being:

  1. Sponsored posts 
  2. Brand Ambassadors
  3. Product collaborations
  4. Discount codes & affiliates 
  5. Giveaways and Competitions
  6. Brand events

While each of the above collaborations entail different processes and reap different benefits, the initial steps taken when beginning a campaign are always the same.

The perfect collaboration you see on your screen in front of you most likely is a result of strategic planning; which all begins with dissecting a pool of carefully selected influencers in order to find the perfect match. Brands must choose influencers whose values and image is in alignment with their own and whose audience is also the brand’s demographic in order to run a successful campaign. As well as this, the influencer must have sufficient engagement rates to reassure the brand that their product/service is not falling on deaf ears.

Once the influencer/group of influencers is chosen, the collaboration is well underway. Next on the agenda to discuss will be:

  1. What type of campaign will be run
  2. What product/service will be promoted 
  3. What the campaign’s goals are (personal and numerical)
  4. What content will be needed from the influencer(s)
  5. What benefits the influencer will take from this collaboration
  6. How the results of the campaign will be tracked and measured

Facts about influencer marketing

Now that you are clued up on the basics of influencer marketing, you may be sitting there and wondering if this is something you could get on board with, either as a brand or as an influencer. The answer is always going to be ‘yes, you can!’. As a post-pandemic world has sky-rocketed influencer marketing into a $13.8b industry as of 2021, it begs the question, just how big is influencer marketing?

Here are a select few statistics and facts about influencer marketing that just might convince you to hop on the bandwagon and enter the modern, digital era. 

High average earned media value per $1 spent on influencer marketing

Businesses earn an average of $5.78 per $1 spent on influencer marketing, while others can earn up to $18. 

The majority of marketing companies intend to increase their influencer marketing budget

It is clear that influencer marketing is that which most companies see as valuable, with 62% who already utilise the tool, opting to increase their budget for it in the next year.

The industry is set to expand

By the end of 2022, the influencer marketing industry is projected to sit on $16.4b. This growth is attributed to growing short form video platforms such as TikTok, Instagram and YouTube.

More brands will leverage micro influencers

With micro influencers set to dominate 2022, many brands are now looking to utilise their incredibly niche audiences for personal gain. The market share for these influencers grew from 89% in 2020 to 91% in 2021, and is only set to grow by the end of this year. If you are looking for your next paycheck, micro influencing is the key. 

FAQ’s

What do influencers do in a marketing campaign?

Influencers promote the product/service of a brand they are in collaboration with, to their followers in order to drive sales, increase exposure or drive traffic to the brand’s social pages.

What is an example of influencer marketing?

In 2015, clothing retailer Zara netted $2.3b in annual profits by leveraging its social media campaign with the help of top Instagram influencers who are considered the most fashion-focused. By using influencers, they were able to give the impression that their products were more accessible than high-end clothing. Their #iamdenim campaign combined working with ‘real people to produce clothing for ‘real people’ and one of their video posts gained over 355,000 views due to this openness and authenticity. 

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

Socially Powerful

Contact us

 

Popular Blogs

Most Popular Instagram Hashtags | Tiktok Hashtags | Instagram Monetization | Facebook Banner Size | Snapchat Influencers | Most Subscribed Youtubers | Best Time to Post on Youtube | UK Twitch Streamers | Female Twitch Streamers | Popular Tiktok Songs | Male Tiktok Influencers | Lgbtq Tiktok Influencers | The Rise and Fall of Clubhouse  | Influencer Marketing on Clubhouse | LiketoKnowit | Pretty Little Thing Instagram| Social Marketing Agency

 

Posted in Social Media Platforms