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July 23, 2019

Influencer Marketing 101

Hate em or love em, influencers have become a major factor in brand marketing strategies. Social Media has allowed for anyone to develop a following through posting engaging content like sharing one’s daily life or interests at the touch of a button. Followers become invested in a person and their story, which is what makes influencer marketing so unique! Influencers can help promote your brand to a large audience that you may have not otherwise reached. The best part about it, is their audience is already engaged  Just like we ask friends for restaurant recommendations or their new favorite foundation, Social Media users come to trust and value the opinions of their favorite influencers.

Thinking of incorporating Influencer Marketing into your social strategy? Here are a few tips on how to choose the right influencers for your brand!

  1. 1. Pay attention to followers! It is very easy to fake a following, as purchasing followers is a major trend. This could be very detrimental to your marketing strategy because you will not receive the desired return on investment and could ultimately fall short of goals due to wasted spending. Be sure to truly analyze their engagement and compare average likes and comments to the number of followers they have. Low engagement vs. a large follower count usually means fake followers.
  2. 2. Make sure they’re brand-aligned! It is very important that the influencer identifies with your brand and its purpose, otherwise it’s unlikely that their audience will. Evaluate their content to make sure it aligns with your brand and that you trust them to uphold your brand’s representation.
  3. 3. Branch out! Influencers don’t just exist on Instagram. The perfect social media platform for your desired audience can differ by generation and age group. Be sure you’re looking beyond Instagram and determining if your target audience responds best to other platforms like YouTube or Snapchat.
  4. 4. Micro-influencers! Unless you’re a large-scale corporation or have a big advertising budget, influencers with hundreds of thousands of followers are probably going to be outside of your budget. Don’t worry – that’s where micro-influencers come into play!  With follower counts from 1,000-100,000, micro-influencers are much more accessible and more affordable. Some micro-influencers will even accept cross-promotion instead of payment or exchange of goods.
How do you find these influencers? Start your search by looking through your own followers or looking through brand-related hashtags. Create a document to track influencers you’re interested in working with, when/if you’ve contacted them and the terms of promotion. You’ll be a pro at Influencer Marketing before you know it!


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