What is Influencer Marketing?
Influencer marketing is a social media marketing method that does away with market audiences’ distrust of traditional celebrities and hatred of digital ads. Instead, it combines the trust and confidence audiences have in their favourite influencers with the far-reaching information sharing of social networks.
If products are over 70% more likely to be purchased if referred on social media, it’s clear that social media influencers are in position for expanding product awareness. By researching and targeting influencers, audiences, and platforms most relevant to your product you can raise product awareness and drive conversions and sales.
Influencer marketing isn’t a one-size-fits-all solution though. It must be done right for effective, efficient application to your product and market.
Your influencer persona should be tied in with your marketing persona. Your influencer should share lifestyle elements and values with your target audience. Their attitudes and interests should align with your audience’s. Their audience will be yours, so pair your influencer with the demographics and psychographics of your product market. If you have multiple product markets, consider multiple influencer personas.
Choose an influencer you can trust to present your product effectively and professionally. The rewards of reaching an expansive, engaged audience are matched by the risks. Careless or tasteless presentation of your product can result in a media backlash, harming your product image.
Find your market audience. What platforms do they use? Where do they go for product advice? Don’t waste time on platforms your audience doesn’t use. Platforms with high numbers are great, but ensure your product audience is among those numbers.
Look for a platform with an active, engaged audience. Don’t just compare platform views within your product type. Find an audience that comments and shares. Check the audience’s growth rate. For example, YouTube’s beauty-related content views climbed from 55 billion in 2016 to 88 billion in 2017.