Influencer Marketing
A Ride on Social Media
Everything starts with Social Media...
Ever since the first introduction of social media in 1997, the rapid growth of social media and the high technology behind it nurtures new opportunities in business.
With the rapid growth of social media, more people are willing to share their lives publicly and gradually become influential on these social media platforms. Meanwhile, companies and brands realize the immense potential of utilizing social media to help them promote products and services quickly and efficiently.
What are influencers?
"An influencer, often times referred to as a blogger or content creator, is a trusted resource with a significantly engaged following on social media who shares genuine opinions and information on various topics, products, and services that interest them via social media, a website or a blog."
In another word, Influencers are people who are actively sharing their lives and opinions on social media platforms. Currently, there are four different types of influencers.
1. Nano-influencers, who have typically less than 10,000 followers.
2. Micro-influencers, who have between 10,000 and 100,000 followers.
3. Macro-influencers, who have between 100,000 and 1 million followers.
4. Mega-influencers, who have more than 1 million followers.
These definitions can help companies make decisions on how to choose the best influencers to do influencer marketing.
However, one thing for companies and brands to keep in mind is that a higher follower number does not mean a higher engagement rate.
Photo by Diggity Marketing on Unsplash
Why influencer marketing?
1. Influencers are showing more of their reality. Because of this open transparency, influencers are trusted and followed by even more people, increasing the number of individuals who will view and purchase sponsored content.
2. Influencers can increase brand awareness. Influencers will have the power to increase brand exposure and boost brand awareness among their followers.
3. Influencer marketing helps with identifying and targeting the right audience efficiently. Influencer marketing allows you to surpass this step as the hard work has already been done by influencers.
Due to the massive benefits of influencer marketing, the influencer marketing global market size has been increasing rapidly over recent years.
Click the video to learn more!
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So, which platform you should go with?
The social media platforms with the largest amount of monthly active users are Facebook, YouTube, Instagram, and TikTok.
The most commonly used social media platform for influencer marketing is... Instagram!
Why Instagram?
It has a variety of post types. It can provide more choices for its content creators as they can post long-written posts, purely photos or videos. More choice means more possibilities for both influencers and brands.
Photo by Benyamin Bohlouli on Unsplash
TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM is 1.48 Billion
YEAR-ON-YEAR INCREASE IN INSTAGRAM AD REACH +257 Million
How do followers feel?
Here are two survey questions asking for respondents' attitudes toward influencer marketing.
People hold various kinds of attitudes toward influencer marketing, but it's worth noticing that negative responses take up a large percentage.
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Choose the best platforms
There are many social media platforms to use. When deciding which platform to use to promote products and services, there are several things to consider.
- Target user group size
- Demographics of users
- Potential marketing/ads reach rate
- Supported content type
Want more details about social media platforms? Click here.
Photo by Good Faces on Unsplash
Photo by Good Faces on Unsplash
Find influencers wisely
An interesting fact is that micro and nano influencers have a higher engagement rate of their content, with fewer followers, which means less costly.
Thus, for brands and companies who want to seek collaboration with influencers, it is important to not solely look at follower numbers, but also at other factors like engagement rate, content style, etc.
Want to find influencers? Click here.
Photo by UX Indonesia on Unsplash
Photo by UX Indonesia on Unsplash
Be careful about user feedback
Influencer marketing is not always efficient and effective. Sometimes, followers who watched their favorite influencers promoting products or services can have negative feedback.
Thus, collecting and analyzing followers or potential customers' feedback can enhance the outcome of influencer marketing.
Is influencer marketing all good? Click here.
Source
1. Instagram Influencer Marketing: The Organic Superfood You Need To Fuel Your Ecommerce Store. https://www.bigcommerce.com/blog/instagram-influencer-marketing
2. Key Influencer Marketing Statistics You Need to Know for 2022. https://influencermarketinghub.com/influencer-marketing-statistics/
3. What is Influencer Marketing? – The Ultimate Guide for 2022. https://influencermarketinghub.com/influencer-marketing/
4. Influencer Engagement Rates on Social Media Platforms. https://www.territory-influence.com/influencer-engagement-rates-on-social-media-platforms/
5. Why Influencer Marketing Is an Important Part of Today’s Businesses. https://grin.co/blog/why-influencer-marketing/#:~:text=Influencer%20marketing%20increases%20brand%20awareness,when%20you%20work%20with%20influencers.
6. The rise of social media. https://ourworldindata.org/rise-of-social-media
7. The Pros and Cons of Influencer Marketing: An Honest Look. https://shanebarker.com/blog/pros-and-cons-of-influencer-marketing/
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