Let’s begin with what are influencers? Where did they come from?
Influencers are the result of platforms created to share everything all the time. As more users join social media platforms like Youtube, Instagram, and Facebook, many of them have begun creating content themselves. When I first used Twitter I remember thinking why would I ever post on here? This platform is for re-sharing funny content that is already out there. As more people joined the app, I realized the funniest content was from people just like me curating and crafting their own authentic content. People were used to hearing advertisements and brands talking at them about what they want you to hear and now there doesn't have to be a point or a product to sell. Thus trolls and influencers are born, and quickly attracted the attention of marketers.
Based on a 2019 survey of marketers by Mediakix, 65% of influencer marketing budgets will increase in 2019 and nearly two-thirds of marketers will increase their spending on influencer marketing this year. In addition, 17% of companies spend over half their marketing budget on influencers. In spite of this, many small businesses remain uncertain about influencer marketing and whether to invest in it.
In order to understand influencer marketing, you need to understand influencers.
A social media influencer is someone who has built a loyal following through their online content. Influencers are used for marketing when a company partners with them in order to accomplish a particular goal such a driving sales. The thing that is underestimated about influencers is that their audience is loyal and trust them. This is something so hard to accomplish for a brand that is advertising. Think about it, who do you trust more - someone trying to sell you a product or your best friend endorsing a product and how much they love it?
The reason many companies struggle with influencer marketing is not that the channel doesn’t work, it’s often because their sponsored content is not thoughtfully planned, executed or authentically aligned with the audience. The fact is, when executed correctly, influencer marketing works for a wide range of companies and the data backs this up. 89% say ROI from influencer marketing is comparable to or better than other marketing channels. Instagram currently ranks #1 for the most important and impactful channel and over ⅔ of marketers will spend the most on Instagram.
The right influencer can reach your target audience, build trust, and drive engagement. They create original, engaging content. An influencer is an advocate for their community. For example, Jeffree Star is one of the largest influencers in the beauty community. In his Youtube videos, he reviews makeup products and approves or disapproves of them so his followers don't waste their money on something that does not work. A relevant influencer shares content relevant to your industry. They need to have an audience that aligns with your target market. For example, Kendall Jenner is a dream influencer for brands that sell fashion products but if your target audience is over 50, don't count on them knowing who she is. Bigger isn’t always better. A huge follower count does not matter if those followers aren’t interested in your offer.
So what's the secret to finding the perfect social media influencer?
1. More followers aren't always better. Micro-Influencers often have a niche and loyal following
2. Find someone relevant to your brand and it’s voice
3. Make sure their followers are in your target audience
4. Find someone who creates authentic and unique content. Content will always be king.
