What to consider regarding influencer marketing?
  • Jaanika Luht

What to consider regarding influencer marketing?

Updated: Jun 19, 2019



Picture: Pixaby.com/expresswriters

Influencer marketing is definitely one of the newest buzzwords in marketing and advertising, but what does that really mean? Is there more risks or advantages? What to consider when contemplating using influencers as a part of your marketing strategy?


The term “influencer” refers to a person who has followers who they can “affect” or ’’influence’’ with their content. A great influencer has a lot of followers and quality content that goes with it. That may mean amazing writing, photos and/or videos. They may be athletes; they may also be beauty specialists, fashion lovers or travel fanatics. There isn’t limitations to the industries. That’s the most fun part of it. It all comes down to quality. What works for one, may not work for all. It’s both the influencer’s business as well as brand’s business to analyse and detect their target audience. When you’re a fishing company or a theater, then wokring with beauty gurus may not be the best allocation of funds. Then again- when finding the right people to work with, it could be magical.


The options are endless. You can use the materials anywhere from Instagram story to flyers to websites and outdoor banners or posters.

Nevertheless, there are still a few things to keep in mind when considering influencer marketing.

The main thing when partnering with influencers is the possibility to attract new followers, drive frequency and raise brand awarness- even brand loyalty, if you’re lucky. (But that’s a whole new topic for another article or post.) For some small- to midsize brands, an influencer can create extraordinary content material that the brand can reclaim on its website, in emails and outdoors of sociable media. The options are endless. You can use the materials anywhere from Instagram story to flyers to websites and outdoor banners or posters. Influencers nowadays often have high-quality camers, extra equipment and time to actualize many ideas that the company has, but isn't able to produce yet. In-house staff is amazing, but often occupied with other tasks or with just a totally different background then influencers. Marketing, as many other industries, is in a constant change. What may have worked in the past may be somewhat degenerated today. In order to raise brand awareness it is extremely important to keep up with technology and newest digital options. Using influencers may be the innovation that your company has been waiting for.


Influencers nowadays often have high-quality cameras, extra equipment and time to actualize many ideas that the company has, but isn't able to produce yet.

Nevertheless, even though there are many positive possibilities that come with using influencers, there are still a few things to keep in mind.


1. Focus on engagement, not followers.


That means- focus on quality ower quantity. You need influencers that have the right followers for your company and brand, not just any followers. Like hinted in the beginning of the article- people interested in fishing equipment will most likely not convert into make up buyers. One influencer can have a younger audience and a second one an older one. One can have mostly followers from East or West-Europe and seond one from America or Asia. There are many factors that go into influencing people into buying certain products or services. Cultural background and age are among those many factors. So again- it’s important to find people with particular set of followers who also engage well. When looking at the followers, focus on how high is their engagement, not just the number of them. Are they liking, commenting, resharing, retweeting and recommending products from previous sponsored posts by the influencer or not really- that is the real question.


You need influencers that have the right followers for your company and brand, not just any followers.
When looking at the followers, focus on how high is their engagement, not just the number of them.

2. Be aware of fake followers.


Nowadays, buying followers is easy, so before starting your cooperation make sure that the followers of that influencer hasn’t been bought. It may be bothersome, but as there are so many apps and websites that offer that services, it is definitely worth putting your time into. Otherwise, you may regret it later.


3. Locate your niche.


As spoken earlier, not everyone is for everyone. It’s like matchmaking- you got to find the right one. Don’t only aim at high number of followers or having people with a known name and brand, consider less known influencers who have a dedicated fan base. ’’60 percent higher campaign engagement rates are driven by micro-influencers; those campaigns are 6.7 times more efficient per engagement than influencers with larger followings, which makes them more cost effective; and micro-influencers drive 22.2 times more weekly conversations than the average consumer.’’ (Source: Medium.com.)


4. Be artistic.


Don’t have a big funds for paying influencers? That’s okay. Find out about what they desire. Often, your product or service is a great incentive in itself. You can offer contacts, link them to your manufacturer or great a big campaign with their participation. That can give them great exposure. Include your products and consider making special limited edition products prducts for specifically influencers. Give an extra touch and offer something exclusive. And as far as money goes, with less or more of it, be artistic and come up with unique solutions that may save money along the way. Offer you in-house competence and ideas. It’s your opportunity to get artistic and increase your campaign exposure and brand awareness, as well as to show influencers your artistry and support. That goes a long way. Remember, not everything creative and great has to be expensive. Often, idea is what counts the most.


5. Consider using an agency.


If everything from the previous points have been taken into account and have been said or done, but you still have your doubts, consider bringing an agency onboard. If there is a shortage of time, staff or ideas, then your best option is to include an agency that has expertise in that field. Agency has already done the ’’dirty work’’, all the background checks and ’’quality management’’, so you will know for sure that you will get people who don’t have many fake followers; who does not buy followers; and who are a great fit for your particular brand and company. Agency has the time and resources to scout, check and test, so it may be a great solution for you.


If everything from the previous points have been taken into account and have been said or done, but you still have your doubts, consider bringing an agency onboard.

All in all, that’s it! If you are willing to do the work and put some effort into cooperations then influencer marketing can be a great fit. Then again, like said- to each it’s own. ’’It’s like matchmaking- you got to find the right one’’, otherwise, there may be a lot to take in as influencer marketing is a huge industry that is predicted to become a $10 billion industry by the year 2020 (source: 99firms.com).

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