What is influencer marketing?
Influencer marketing is a type of social media marketing where influential people get paid/incentivized by brands to post about their product or service. This tactic works when the influencer is relatable, creative and has a loyal following.
Benefits for B2C brands:
- 92% of customers are influenced by online reviews.
- Businesses are making $5.20 for every $1 spent on influencer marketing.
- 74% of people trust social networks to guide purchasing decisions. Having an influencer on your side clears that hurdle so you can focus on creating cool content instead spending time on establishing trust.
- Influencer content provides 88% better brand recognition than traditional branded content.
- IG stories where influencers spend a large part of their time, now have more users than snapchat.
What should I look for in an influencer?
Believe it or not, follower count does not entirely matter. Yes, you want the influencer you’re working with to have a fairly big network (1k+ followers), but your business won’t see any results unless their followers actually care about what they have to say. Those with a larger audience always come with a higher price tag and usually a long list of demands. It’s best to look for someone who is relatable, kind, authentic, has a LOYAL following (look at engagement over follower count), and is genuinely excited to work with and promote your brand. I recommend checking out their previous posts before securing the partnership:
- How do they talk to their audience? How responsive are they?
- Is their content appropriate and fitting for your brand?
- Will their audience be interested in your product or service?
- Do they have an engaging personality?
- Are the posts high-quality and captivating?
- Are they REAL? Authenticity goes a long way in the influencer landscape.
How to navigate an influencer campaign & relationship:
If you’re an agency, it’s important to make sure your client has a direct relationship with the influencer. They more often than not want to feel included in the process and get to know who’s representing their brand. Being proactive and having transparent communication is key here. You also want to be talent-agnostic. Don’t just stick to a handful of influencers because each client deserves someone who is the perfect fit for their brand specifically.
It’s good to work backward when forming a strategy for your influencer. Instead of pushing an agenda their way, create a short brief and let the influencer guide the strategy. They know what’s best when it comes to the needs and wants of their follower base. Be sure to set SMART campaign goals → specific, measurable, actionable, relevant and timely. If you don’t know where to begin your search, start broad (horizontal) with influencers, then see who’s performing the best and continue relationships with those (go vertical). Also consider utilizing one of the following tools:
Where can I find an influencer for my campaign?
IZEA is a powerhouse in the influencer marketing world. They don’t just help brands align with influencers that work for their campaigns but make sure the brand also feels like a good partnership to the influencer. IZEA has many tools to help influencers, brands, agencies and content creators such as:
1) An influencer discovery tool that is data-rich and highly organized.
2) A “unity suite” which allows businesses or agencies to create a campaign strategy, execute it, then track its performance.
3) A service that connects you with a professional influencer marketing strategist.
4) A marketplace to discover innovative content and their creators.
5) A social intelligence platform that benchmarks engagement, estimates spend, provides a sentiment analysis and more.
HYPR is the Google of Influencers. They have a database of over 10 million influencers; this may seem overwhelming but fortunately, there are many ways to narrow that scope by using detailed data on the influencer and your audience. What stands out to me about HYPR is their belief that your audience should be at the center of your work. You can search by their interests and demographics like gender, age group and ethnicity. Then, you can dig further to find an influencer located near you that matches those characteristics. Their AI cloud includes search & discovery, an influencer evaluation report, influencer CRM & payments, a campaign dashboard, reporting analytics and permissions/data control.
Mavrck is a unique platform in that it doesn’t have a list of influencers available for you but instead searches for influencers within your current audience. Mavrck is able to sift through the public data connected to their Facebook profile and distinguish how much social influence they have. If a customer seems like they’d be a good influencer fit, a campaign will be sent their way. There are 20 “digital activities” your influencers can complete to receive rewards. It’s a great way to turn your consumers into loyal fans that bolster word-of-mouth marketing. The kicker is that you must put a plugin to your site that only allows visitors to login with their Facebook information. The services Mavrck offers include influencer discovery, relationship management, campaign management, influencer marketplace and third party analytics.
I also wanted to touch on TikTok as it’s the most downloaded app in the Apple App Store with 33 million downloads in a single quarter. Craziness. For TikTok influencers, specifically, check out Influence Grid. This tool provides you with a list of 125,000 TikTok influencers that can be filtered by location, niche, engagement and other specifications to find the right one for your brand. It includes an intelligent search engine and analytics dashboard to track and measure influencer performance. You can also search their Instagram or YouTube username to see their larger social presence and perhaps expand your strategy beyond TikTok.
I hope you found this blog helpful! If you have any questions in the digital marketing scope, please say hello. Now, go conquer that influencer marketing campaign, champ.