I recently attended a #digitalks webinar about Influencer Marketing that was very informative and useful. In today’s day and age social media marketing has never been more in its prime. Although, businesses struggle everyday in utilizing this strong tool. This is where influencers come in. An influencer can be defined as someone who is a consistent social media user who has the potential to create engagement, drive conversation and/or sell products/services with the intended target audience through posting what is called “organic content”.
There are three main components to influence. The first is reach, which involves the amount of people that you are able to reach (followers). The second is relevance, which is the most important. This is how relevant the products you are promoting are to your followers. An important tip is to only promote brands that are relevant to your audience. The last component is resonance which is the amount of activity that is generated by publishing content.
Types of social media influencers
1) Nano influencers (1,000 – 10,000)
2) Micro-influencers (10,000 – 500,000)
3) Macro-influencers (500,000 – 1,000,000)
4) Celebrities (1,000,000 +)
There are 4 parts to designing your own Influencer Campaign:
1)Campaign Goals and KPIs
This includes setting campaign goals such as increasing brand awareness, increasing social media engagement (likes and comments), and most importantly increasing online sales. An example of how you can do this is by giving influencers a discount code that they are able to give to their followers. This will not only assist with sales, but also inform you of how many of your customers are visiting your site from a certain influencers page.
Now where do we find these influencers? There are a number of ways to connect with influencers. First is the use of marketplaces. Tapinfluence is a perfect example, it is a cloud based service in which you are able to create an account. Once signed up you are able to post about yourself and potentially receive opportunities from brands. There are also databases such as Klear, which showcase numerous profiles to influencers based on what they are focused on (ex, health and beauty).
My recommendation is to do an in-house influencer recruitment. This way you are able to choose a person that is able to represent your industry the best. You must decide which social media platform is best suited for your industry. For example, Instagram is known for its travel community and Youtube is well known for their beauty communities. You can easily find influencers by searching for relevant hashtags on the discovery pages of these platforms. Always ensure that the influencer you choose aligns well with your brand and that they are located relevantly close to you.
How much do I have to pay influencers? There are many ways that influencers tend to charge their clients. The first is pay per post, which is when the individual receives payment for each post created. The second is pay per result, which is where the influencer gets paid based on key performance indicators such as clicks, conversations, impressions or followers. There are also other scenarios such as compensating influencers with free products and/or experiences that they can promote and also a “Pay-per-follower” scenario.
The last part of designing your campaign is creating a content strategy. This involves what social media network you are going to use (Ex, Instagram, Youtube, Facebook, etc), the type of content you are going to post (Ex. Image posts, Videos, Story, etc) and how often you will post. This is very important because social media consistency is key. This aspect is where creativity is crucial. Reduce your boundaries and step out of your comfort zone!
The Future of Influencers
- Not just a trend.
- Stricter Regulations in the future.
- The constant rise of nano influencers.