Sep 30, 2021

5 min read

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.

Photo by Maddi Bazzocco on Unsplash.

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.

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.

  • Instagram
  • Facebook
  • Twitter
  • Snapchat
  • Pinterest
  • LinkedIn
  • TikTok
  • YouTube
Photo by Claudio Schwartz on Unsplash.

Instagram influencer

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.

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?

Mega influencers

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

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.

Meso influencers

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.

Micro influencers

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.

Nano influencers

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.

Photo by Kalea Morgan on Unsplash.

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:

  1. Make sure you have good equipment
  2. Make an overview of your daily events, use unique highlights and products/services/brands that you will be influencing
  3. Choose a distinctive way you want to convey this
  4. Think about your background, positions, light and how you will be portrayed
  5. Make sure you have a varied offer
  6. Be yourself
  7. Edit your video like a pro
  8. 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.

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.

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.

Photo by Mesut Kaya on Unsplash.