Influencer marketing is the key to reach
Influencer marketing is becoming more popular on social media platforms. We explain what this is, how to approach it and what the opportunities are.
Influencer marketing is something that hasn’t been around for very long, but it’s such a popular and successful method that you’ve probably heard the term passed around. It is a way of attracting your target audience through authoritative personalities. If you want to know what exactly influencer marketing is, how it’s done and what the pros and cons are, hold on tight!
What is an influencer and why?
Influencer marketing is a method by which a message is conveyed through a person that people look up to (an idol, leader, a professional from a certain field, well-known Dutch person, etc). You can compare influencer marketing to word-of-mouth advertising. The only difference is that it is now communicated through online channels.
The name might say it all, but an influencer tries not only to inspire and communicate, but also to influence followers in a positive way. Influencers often specialize in a particular area such as travel, food, interior design, fashion, cars, art, animals or sports.
For example, there are hundreds more areas of interest in which someone can influence. They mainly want to influence consumers with a product/service.
Influencer marketing is an effective way to generate more brand awareness, a wider reach or a higher conversion rate. Also, you are now getting in touch with your target audiences and letting the influencer attract them to your brand.
To know more about the strategies and examples of influencer marketing, watch this video!
Social media influencers
Influencers are very active on social media. They mainly have many followers who look up to them, want to follow them or see them as an inspiration for themselves.
To make a choice between the platforms you have to research on which channel your target group is most active. This will ensure that you specifically target your audience.
You can use social media influencers in different ways. Think of sponsored content (product testing and reviewing), unboxings, branding, discount codes, contests and giveaways.
You can use social media influencers on the following channels:
Instagram influencers do it best: in 2019, the number of influencers grew the fastest on this platform by a whopping 26%. With this platform, it is recommended to choose an influencer with at least 10,000 followers. In addition to Instagram influencers, this is also done well on Pinterest, LinkedIn and YouTube.
Also check out our blog about social media advertising if you want to know more about advertising through social media.
Types of influencers, which ones are there?
Besides the different areas of interest and channels on which influencers can be found, there are also different types of influencers based on number of followers?
These are the big stars on social media. They are true celebrities with millions of followers. Examples are Kylie Jenner or Monica Geuze. You can use these people to increase your brand awareness.
Macro influencers have hundreds of thousands to millions of followers. With these you can also generate brand awareness. In addition, these people are actively engaged in the posts they put forward.
If you want to go for a cheaper variant but still want to achieve something then meso influencers are perfect for you. This involves fifty thousand to one hundred thousand followers. Also, meso influencers show more energy, commitment and contribution while influencing your brand.
These are influencers who specialize within a particular niche. The engagement here is high and these influencers are exactly aware of everything. This involves five thousand to fifty thousand followers.
Last are the nano influencers, these are people with followers under five thousand. They often have knowledge about a particular topic and specialize in it. So their reliable followers are also only focused on a very small part of the market.
Creating vlogs within influencer marketing
Vlogs is a very well-known method within influencer marketing. There are now thousands of vloggers who make a daily video about their lives. In vlogs they often tell about a product, service or brand. How are they made? The following step-by-step plan illustrates this well:
- Make sure you have good equipment
- Make an overview of your daily events, use unique highlights and products/services/brands that you will be influencing
- Choose a distinctive way you want to convey this
- Think about your background, positions, light and how you will be portrayed
- Make sure you have a varied offer
- Be yourself
- Edit your video like a pro
- Publish your vlog
Pros and cons of influencer marketing
It gives you brand awareness
The influencers have a certain reach that is often relatively large. There is also a certain trust between the influencer and the followers that makes everything the influencer communicates come across as credible. There is a strong bond between the parties.
By promoting your product, you increase the chance of awareness, conviction of the message you are communicating to the target audience and the conversion (action) becomes higher.
It gives you access to niches
You reach a specific target group. There are different influencers who can target different niches with different areas of interest.
Because they focus on a specific interest, you also know for sure what the target group is interested in. This allows you to be targeted.
The wrong influencer is also the wrong image
Your influence can disappear if the influencer makes a misstep. These people have a role model, but if it is not lived up to, it can cause quite a stir in the media. Brands that supported the influencer then also come under fire and it affects your company image. You are then forced to terminate the agreement with the influencer.
Are the results measurable?
It can be difficult to ascertain whether the actions taken by the influencer have actually helped. It is difficult to measure. After all, if your sales have grown, it could be because of both the influencer and your current marketing campaign. It is difficult to assign a value to the various possible results that your influencer achieves, just think of the likes, followers, shares, purchases, etc.