So, you’ve found this influencer marketing guide, but what is influencer marketing? Put succinctly, influencer marketing is when you work with social media influencers (those who have a large following) to promote your brand, product or service. In this influencer marketing guide, we’re going to go over the benefits of influencer marketing, influencer marketing best practices and ultimately arm you with the information you need to think about influencer marketing successfully. This will be a quick guide to influencer marketing but hopefully a valuable one for you.
Why Influencer Marketing Works?
Why read an influencer marketing guide unless it works right? Well, it does. The first benefit is cost-effectiveness. A good marketing strategy brings you ROI – and influencer marketing does that. The availability of gifting influencer campaigns (where you give influencers your products for free in return for featuring on their socials) means you can work with influencers for very limited costs. You can target audiences precisely; by matching up the influencers’ audience with your target audience you can make sure that your product or service is brought to the attention of the right people. Unlike a TV ad or a billboard – by choosing the right influencer, you can, in a way, choose who sees your product. If you make a product for parents for example, choose influencers who are followed by parents. The third benefit of influencer marketing in this influencer marketing guide is authenticity. The influencer has a relationship with their audience and has the trust of them. So, when they recommend a product to their audience, the recommendation feels authentic and personal.
Hopefully therefore, this influencer marketing guide has explained that influencer marketing is a must if you’re to promote your brand in 2022.
Different types of influencer marketing
There are different ways to get influencers to promote your brand or product on socials, that’s the next section in this guide to influencer marketing on social media:
Only an option with nano and micro influencers, but as alluded to earlier in this influencer marketing guide it’s when you gift an influencer your product or service and in return they feature it on their channel or feed. This is as close to free as you’re going to get – very cost effective.
This is when you pay an influencer to feature a product on their channels. These are obviously more expensive but will get you more awareness and therefore greater impact.
This is where you give your influencer a unique link. If someone buys the product through this link, you give the influencer a fee per sale. This incentivises the influencer to push and sell the product as they get more money the more they sell.
Outsourcing content creation
This is great if you’re looking to grow, start or develop your own social channels as well as leverage influencer marketing. The idea is that you kill two birds with one stone. The influencer posts the video/picture on their own feed – driving brand awareness. Then, you post the image/video on your own feed, giving you native, engaging content for your own channel.
This is where you hand the keys of your brand’s social account over to an influencer who ‘takes over’ your account for a few hours or a day. This brings the fans of that influencer over to your brand – driving awareness.
Co-creating a product with an influencer
Especially popular among fashion and beauty genres on socials, this is where you create a product for your brand, with an influencer. This promotes your brand to the influencer’s audience. By designing a product with the influencer, who knows their audience best, they’ll know what their audience wants to see in a product.
How to get influencers to promote your product:
Highlighted in the above section of this influencer marketing guide, there are six different ways to promote your product or brand by leveraging influencers. An additional hint would be to make sure you’re keeping your ear to the ground when it comes to influencer marketing trends; making sure you know what other brands are doing and whether they are working.
What is an influencer marketing strategy?
An influencer marketing strategy is a strategy that works to ensure you get the best ROI when it comes to leveraging influencers in your marketing. Designing a fool-proof strategy is key but can be very straightforward as long as you pay attention to influencer marketing statistics: knowing who the influencers’ audience is, where attention is going and which channels to leverage.
What are the types of influencers?
Mega influencers, macro influencers, mid-tier influencers, micro influencers and nano influencers are the different sizes of influencers that you can consider partnering with. Influencers can also be divided into passion point tribes such as family, lifestyle, student or travel. The size of influencer you use is most likely determined by your budget but the passion point should be determined by your target audience.
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