Influencer marketing is a form of marketing in which focus is placed on specific key influential people who influence over potential buyers rather than the target market itself. It identifies these individuals and orients marketing activities around them. The influencer is used as a bridge to connect brands with their followers instead of direct advertising to consumers. In Singapore, almost half of the population aged 16-24 display more trust in what they access online about products, with the Instagram being the most used platform, 63% of connected consumers use Instagram in Singapore.
Brands looking to use influencer marketing should keep up with the trends in the industry in order to strategically plan on their campaign. Below are the strategies for influencer marketing that can assist a company to reap maximum benefit from its marketing campaigns:
Embrace Relevance, Reach and Resonance
Reach, resonance, and relevance are the three secret keys to success in influencer marketing today. The main reason why this form of marketing is more important and efficient in generating sales is that it is a more authentic form of storytelling for brands. Companies that intend to use this type of marketing need to do reverse engineering from the expected outcome to find an influencer who best suits the brand.
Defining the Target Audience
Influencer marketing campaigns need to be aligned to the needs and expectations of the people you are trying to influence as this will help in being extremely specific. The better you define the target market, the simpler it will be to find the right influencers for the marketing campaign. This is also aided by a business plan that clearly defines the target market. This will be important, especially for the brands dealing in everyday consumer goods as they will know how to qualitatively differentiate their marketing in order to reach the specific group.
Setting the Objectives
Objectives are the goals that one specifically wants to fulfill at the end of a specific period. Any influencer marketing strategy should not be drawn without first determining the objectives. Some of the common objectives that are to be put in mind are creating visibility for brands that have been recently launched in the market, building a brand image or certain characteristic, positioning of a brand in order to be on top in a particular sector, generating traffic for a company’s website, conversion of consumers and finally creating brand loyalty with consumers. This will help a campaign to be coherent and will have the highest possibility of potential returns.
Discovering and Choosing the Right Influencers
The main reason for influencer marketing is to create a wider reach of the content relating to a product. Consumers mainly rely on this type of marketing for the recommendations as influencers create trust and authenticity that are needed by the potential consumers. When discovering the right influencers, a company will need to select those that reach the desired target market demographically and can help in achieving the set goals and objectives of the brand.
Evaluate the Influencer’s Content
It is critical to assess the type of content that the target influencer posts on social media before reaching out to know if they resonate with the company goals and orientation. Concisely, research will help you avoid embarrassment and possible adverse responses from the target audience. As you engage with the influencer, make sure that you explain the company’s goals and objectives to start the journey on the right foot.
Understand the Influencers Broadest Reach Interests
There is a difference between what marketers and influencers think are the most relevant online marketing platforms. For the traditional digital marketers, Facebook, Twitter, and Instagram are the best platforms to launch a marketing campaign. On the other hand, influencers value and use their personal blog to reach out to their followers than social media platforms. The point is; you should work in close collaboration with the influencers to know which platforms they intend to use to reach out to your target audience.
Set Workflow Expectations
Just like any other modern marketing strategy, it is important to set goals and objectives from the word go. You need to understand that influencer marketing is indeed a form of partnership, and associations deliver the best results when they are mutually beneficial. Influencers will be more selective about the organizations and companies they work with as this form of digital marketing becomes more popular. You need to state your preferred workflow, be flexible, and open-minded.
Influencer marketing is here to stay and will have a significant impact on the success of online businesses. Heed the above four tips to get the best results from it.
Method of Approaching Influencers
Influencers are individuals who may be hard to approach or access as mostly their schedules are overfilled. It is, therefore, key for a company to choose the method that will have maximum results when approaching a potential influencer. A company can either go through the manual process of identifying influencers, sign up to a database that has potential influencers or work with a specialist influencer agency to assist in the stages of the campaign.
Build a Relationship
Once a company has approached a potential influencer with whom they can work to campaign for their product, it is important to foster a relationship that meets both their needs and expectations. Every relationship takes time and effort and both parties should be in a position to work together. Reciprocity, the practice of exchanging things with others for mutual benefit, can be a very important tool when building a relationship with an influencer.
Working to Find Opportunities
The right influencer can be of great help to a company as they can assist in shaping the content strategy of the campaign by offering advice on what engages the potential target market. Influencers are in a better position to do this as they know their followers and the type of conversations they hold. This will be crucial when creating content where there is demand.
Content and Opportunity Audit
Carrying out this audit at the beginning of the campaign process can give a better understanding of the needs and concerns of the target market/audience. This will give information on the feeling that a brand elicits in consumers, competitor strategies, influencer motivation, audience perception, and measures to make a brand more relevant to the target audience.
Preparation of a Content Plan
Once the general topic areas of concern have been decided upon, it’s necessary for the company to create a content plan. This plan should have a coordinated series of content that closely meets the needs and expectations of the target audience. Specific influencers should be used for more specific topics. Keeping a content schedule helps in planning and coordinating shareable content to the audience.
Adjusting to Current Issues
Influencers are selected on the basis of the niche a company wants to bridge. Influencers, while sharing your content also share other stuff with their followers. How do the two fit in the bigger picture in order to create maximum returns from the campaign? This can greatly help to find new opportunities that keep up with current trends and remain relevant to the audience.
Producing Quality Content
The success of an influencer depends on the quality of the content that the influencers share with the audience. An influencer should offer content that is either informative, entertaining, educational, or inspiring to the audience in relation to the company’s niche. Influencers also need to be on the lookout for newer compelling content and can also work with the company to co-create content items.
Set Up the Distribution Campaign
Once the content is ready, it’s time for the company to collaborate with the influencer to launch the distribution campaign. The type and formality of the campaign will also depend on the relationship fostered between the two parties. Any content that is distributed and the method of distribution are some of the things agreed upon. The campaign can be for free-informal or for payment-formal.
Measure the Success
The objective of the campaign will ultimately influence the success of the campaign. Once the campaign is over, it is important to track the ROI that each contributes to each of the goals earlier set. It is only through this that a company can make timely and well-thought decisions to modify the influencer marketing strategy to optimise results.
Establish a Solid Foundation
To succeed in influencer marketing in the Singapore market, you need to focus solely on the target audience. Find out what motivates and encourages them to purchase your product or subscribe to your service. Look at whom they engage with most when making these critical decisions and the platform that they use.
The most successful brands have a multi-phase influencer marketing strategy. This strategy is developed in conjunction with the selected influencers and designed to facilitate a smooth transition of customers from one stage of the sales funnel to the next one. That is, it facilities a seamless movement of customers from the awareness stage to the consideration stage and finally to the decision-making stage where they decide to place an order.
A good understanding of the customer journey will help you set the goals, focus on them, and establish a solid foundation for your entire influencer marketing strategy in the country.
Finding the Right Influencer for your Brand
At the start of the article, we discussed the importance of choosing the right influencer. We did not go into the details of how to find the right influencer. The first thing that you need to note is that the social influencer landscape is very fragmented. Industry, channel, business acumen are the primary factors that you should put into consideration during the selection process.
According to Marcy Massura, the CEO of MM+CC, it is recommended to consider the engagement level of each influencer in your list over the perceived online popularity. For example, an influencer who has a million followers but only 1% of the followers engage with the content he/she shares is not suitable for your brand. You are much safer hiring an influencer with 15,000 followers who have a 15% engagement level with them.
Such influencers are more accessible to their audience and best poised to market your products and services. Concisely, their audience will be more receptive to your content. The worst thing that you can do during the selection process is taking shortcuts. During the evaluation process, make sure that you audit their content and the subsequent conversations that are sparked by it.
More importantly, in the current competitive digital marketing space here in Singapore, micro-influencers who are in line with your brand needs and committed to helping you thrive deliver the highest ROI. As noted by the Founder of Digitalux, higher cohesion between the influencer and brand (strong follower engagement) results in better brand recall, ad recall, and higher conversion rate.
Strive to Establish Authentic Relationships with Influencers
Earlier on, we discussed the importance of fostering a relationship with the influencers and pointed out that every relationship takes effort and time. Now, we will look at the importance of making sure that the relationship that you have with the influencers is authentic. Otherwise, you might end up spending thousands of dollars on an influencer marketing service that will not meet your expectations in the long run.
Before you even request an influencer to start promoting your brand, you need to be willing to invest in them. For example, you can offer the newly hired influencer anything from attention and time to tangible things such as a special invitation to exclusive events and samples of your upcoming products. The primary goal of doing this is to make them feel special and at the same time increase brand recognition.
That said, it is essential to monitor the scope of your effort. The wider your pool of influencers, the more difficult it will be to track individual influencer performance and your multiple outreach projects. Luckily, there are advanced tools such as Nimble that you can use for this purpose. This tool creates 3-dimensional profiles of people thereby making it easy to interpret the data presented and make the right decisions.
Amplify What is Working
Continuously monitoring the performance of your Singapore influencer marketing campaigns will help you to know if you are headed in the right direction. However, you need to go the extra mile and amplify or put more effort and allocate more resources to what is working. This move will help you to get high results from every dollar that you spend on this form of marketing in Singapore.
For instance, you can decide to create and implement a content marketing plan or social media plan that repackages and repurposes the content distributed by the influencers. This will keep your campaign fresh and enable you to reach new audiences faster and more conveniently.
Mentioning and tagging individuals and specific audiences in your niche who are likely to be interested in your content can also increase awareness of your Singapore influencer marketing efforts. This will also add more value to the greater community.
Make Sure the Deal is Mutually Beneficial
In business, it is essential to make sure that the deals you sign up for are beneficial to your business. The same case applies to hire and working with influencer marketers. One of the best ways of compensating them for their work and effort is by creating a custom affiliate program for them. This program will motivate them to use the affiliate links to drive traffic to your website to get more commissions.
Such a program will also make it possible for you to keep track of clicks, impressions, conversions, and other performance metrics especially if a graphics pixel is involved. Cost-Per-Action agreement (CPA) works best with most influencers as it entails paying them a particular percentage for every conversion. That way, every sale that they make through the affiliate link will encourage them to invest more time and effort to promote your brand.
Make sure that the terms that you agree to are documented from the start of the contract to the end of the campaign to avoid any tussles. The contract documents could help resolve issues amicably if they arise along the way.
17 Influencer Marketing Mistakes to Avoid in 2021
Influencer marketing is such a big deal right now that we cannot avoid talking about it as far as digital marketing is concerned. It is a strategy that has become the focus for brands, companies, and businesses seeking to optimize their social platforms for their growth.
Influencer marketing is not about getting social media coverage. It is about marketing to your potential consumers with very reputable people vouching for your brand. In other words, it is about solidifying connections with influential people to enhance and broaden your perceptions for your brands, products, and services with the right people getting your message out loud and intensively.
A recent report indicates that YouTube fans find YouTube influencers to be 17 times more engaging than mainstream celebrities.
There are tremendous and infinitely many benefits of influential marketing if it is done right. So, what are these common mistakes that you need to avoid in your influencer marketing strategy? Let us explore!
Targeting The Wrong Social Media Audience
Looking for an ideal social media influencer is not dependent only on the number of followers they have on their platform. It is about whether they have the right audience for your brand. To create an effective long-term influencer marketing strategy, you must genuinely learn your target social media audience by developing a clear and comprehensive marketing persona.
Once you have identified your target audience, it is easier to immerse your brand with the right influencers. To determine the right influencers to work with, conduct interviews, do a thorough background influencer search, screen for their online reputation, and ultimately survey their market penetration.
Choosing The Wrong Influencers
Choosing the right influencers for your marketing campaign is vital. You need to ensure that their social media following is part of your market. That’s how your message will get to your target audience.
Also, note bigger doesn’t always mean better. Targeting big-name social celebrities is nice but doesn’t always have the best results, especially when their content does not align with your brand. When looking to get the lowest CPI, engagement is much more important than follower count.
“You really need to be critical when selecting influencers, understanding that they instantly become an extension of your brand. Large followings and high engagement rates aside, if they are posting questionable content on their account, it can have a negative impact on your company,” says Patrick McKamey, Founder of the Law Office of Patrick R. McKamey, P.A.
Neglecting Use of Authentic Communication
Since it’s easy to destroy a reputation online, influencers should be keen on being authentic. Else the brand can be distrusted and neglected. To effectively communicate with your audience, keep it short and straightforward. Avoid toxic statements and ill-intended language.
One way for influencers to keep conversations authentic and genuine is through personalized content on their social platforms. Brands should enable and allow influencers to share about their brand in a manner they have constantly communicated.
Here are some hacks for effective communication
- Adding emotions to your message by using emojis.
- Personalize your message and content.
- Explore different ways to boost vibes for your followers.
Influencers Using the Wrong Channels
The effectiveness of Influencer marketing varies across social media channels because of disparities of audiences in these platforms. The efficacy of each social media channel varies depending on your brand’s focus and your target audience’s interests.
For example, suppose your marketing strategy is aimed to target generation z. In that case, it will be more effective on Instagram and less effective when executed on Facebook because a vast majority of this generation prefers using Instagram. An influencer targeting generation x and professionals will be more effective on LinkedIn than Facebook.
This article will help you in choosing the best social media channel for your brand.
Lack Of a Comprehensive Marketing Strategy
It is unwise to jump into an influencer campaign without proper planning and strategy, bringing confusion and ultimately failing to achieve the end goals. It is promising to write down all the details of a social media campaign, establish a google calendar and specify the end goal.
Ensure all the metrics of your strategy are reviewed and gauged before conducting a social media campaign. Markdown elaborate tactics for creating a worthwhile digital campaign, be definitive, set logical goals, schedule, and set timelines. Take your time to learn and pick best practices that will propel you to succeed faster.
Top 3 things you need to create a comprehensive marketing strategy plan:
- Document your goals and key performance indicators
- Understand the influencer landscape.
- Connect with influencers
Using Unclear Call to Action in Your Influencer Marketing
Before launching a social media campaign, it is vital to define your call to action. If your goal is attracting and redirecting your audiences to your website, make sure that the landing webpage easily allows new visitors to take action, such as buying a product or subscribing to a newsletter.
According to Google, 40 percent of digital marketers are more likely to turn to and even consider your competitors if the original company website is poorly designed and not fully optimized for use. In this same report, 57% of the shoppers are more likely not to recommend a company that does not have a mobile-optimized site.
Take time to think carefully about your digital campaign call to action, then ensure it is ideal for your target audience.
Having A List of Mismatched Influencers
Gone are the days when brands selected influencers based on their social media numbers. The reason being over time, the game has changed, and the influencers have evolved. It’s no longer about following. In choosing an influencer, the brand considers its brand values and whether its products or services are compatible with the influencer’s image.
For example, a sports influencer will not be ideal for endorsing a living room decor. Regardless of their following, it is likely that only a fraction of their audience would be interested in making purchases.
Find influencers who have the same vibe as your brand, keep your content and communication authentic and genuine.
Miscommunicating Expectations with Influencers
While working with influencers, it’s vital to be open and crystal clear on expectations. Companies should give influencers necessary information on the end goals of a campaign and metrics to measure performance.
Ensure you share with the influencer any analytics information that your brand has gathered and the marketing persona information.
Expecting Results Overnight
Remember, an effective influencer should be able to help increase your brand awareness. Once prospects are aware of your brand, they can now move down the marketing funnel to the consideration and decision-making stage before they can finally decide to make purchases.
Some digital marketing campaigns can take time before they produce results, especially in the e-commerce space. The objective should be to be consistent and authentic until you earn your target audience’s trust.
Focusing On a Single Social Media Platform
Do not underestimate the power of diversifying your social media presence. Though you may have a wide following on one, consider opening other accounts that are compatible with your brand. A tactic that will help in expanding your brand visibility and boost a following on your additional social media handles.
If you possess a robust existence on a specific social media platform, strive to select an influencer from a different platform that will help you diversify and boost traffic and followers on your other digital platforms.
Brands Relying on The Wrong Metrics
The only valid and effective measure of an influencer marketing campaign is using analytics platforms to measure results. While seeing that an influencer has thousands of followers is great, make sure they are suitable for your brand metric-wise. You do not want to deal with an influencer who has bots for followers.
Explore and learn various metric tools that will help you make informed decisions for your digital marketing. For example, this Instagram analytics tool will help you understand if influencers generate the reach and engagements that you intend for your brand.
Using the right analytical tools and metrics will help you gain insights on:
- Gauging Individual Campaign Performance
- Find ways to rewarding Your Loyal Followers
- Encouraging Experimentation
- Keeping Your Strategy Fresh
Ignoring The Power of Competitive Analysis
While it would be ideal to consider an influencer with a wide following, it is also essential to make sure they generate good-quality content for their audience. If an influencer has not yet worked with any brand, you might consider this an excellent opportunity to create a unique brand voice.
Get into the habit of analyzing competitors, especially on their influencer marketing strategy. Comparing influencer marketing performance across multiple brands in a particular niche will help you get the complete picture of the market. As you compare several brands, identify market leaders and spot rising and most influential influencers that match your brand. Keep in mind that you need to opt for unique, authentic, and compatible influencers with your brand.
Neglecting Influencers in The Creative Process of The Campaign
To effectively implement a social media campaign, companies or brands should be in sync with the influencers by involving them in the creative process of the movement. Ensuring that influencers co-operate and share their ideas and suggestions, yielding transparency.
Ignoring Legal Regulations
As digital marketing evolves and becomes more popular, influencer marketing is subject to legal regulations. Ignoring laws might lead to severe consequences and ultimately damage the brand’s image. Posting photos, videos, content, or any post on social media without specifying it as paid or sponsored is wholly faded. Influencers now have to stipulate approvals and sponsored content.
Endorsements and partnerships should reflect endorsers’ and partner’s honest opinions, beliefs, and experiences.
Ignoring The Power of Building Relationships
As you figure out which kind of influencers to work with, always have in mind and consider investing for long term relationships. Successful influencers have a lot of connections that can help boost your social media campaign tremendously, the influencer can also help you introduce additional influencers in their niche.
Avoiding Influencer Marketing Because Of One Failed Attempt
Digital marketers never consider abandoning influencer marketing campaigns because of one failed attempt. Instead, they use the correct data to improve their marketing strategies. They explore and figure out why the campaign failed and use these insights to amend changes. Learning from failure is key to marketing success. Failing to try again is not learning from failure. It is succumbing to it.
Failing To Seek Feedback from The Brands That Have Used Potential Influencers in The Past
Always reach out to those brands that have worked with influencers to get feedback on their experiences. The following questions will help you get the rights kind of information you are looking for
- Was the influencer easy to work with?
- Was the communication smooth?
- Was the response and engagement on par with their expectations?
This can also help you go into the negotiation process knowing what they have charged in the past. The more information you can round up, the better prepared you will be.
Top 10 Benefits of Working with Micro-Influencers for Improved Digital Marketing
Businesses across the globe have realised that marketing their products to a smaller but target audience can result in a better return on investment. It is estimated that influencer marketing will be worth $15billion by the end of 2022. Further statistics indicate that 46% of brand mentions, including the hashtag #ad, were published by Instagram accounts with 1k-20k followers in 2020.
According to MediaKix, micro-influencer accounts have between 10k-50k followers. So why are brands increasingly considering micro-influencers in their digital marketing strategies?
Here are the top 10 benefits of working with micro-influencers.
Builds Credibility and Trust
Social media users follow influencers because they trust their recommendations and opinions and are inspired by them. When an influencer shares content about a specific brand, they automatically create a sense of credibility for that brand.
Influencers with a loyal following have successfully established themselves as experts in their niche. Hence, making their insights more trustworthy to their audience.
Suppose a brand or a business gets a person with industry authority to promote their brand. In that case, it strengthens the perception that its products or services are authentic and trustworthy, which is one of the critical benefits of influencer marketing in today’s business landscape.
Highly Targeted and Relevant
Work with a micro-influencer influencer whose area of interest aligns with your brand helps you target the right audience with relevant content.
For example, if your brand sells sports wears, partnering with a fitness blogger increases the chances of reaching your target audience, primarily sports and fitness enthusiasts. Therefore, making your messaging highly relevant and targeted, raising your brand’s engagement and conversion rates.
Provides Value to Your Target Audience
Influencer marketing helps brands deliver valuable content to their target audience. YouTubers have become increasingly popular for sharing products videos, making them highly insightful and a useful content source for their audience.
If you intend to purchase a smartphone, a review from a tech influencer who gives a comprehensive review about smartphone features and their usefulness will be valuable for reviews and a reliable source of information for consumers.
Increases Brand Awareness And ROI
Micro-influencers provide good channels to reach newer audiences for your products and services, which highly trust the influencer. Partnership with several micro-influencers increases the width of reach and the depth gaining more visibility and boosting brand awareness.
Influencer marketing strategy offers low-cost marketing solutions with a high return on investment (ROI) because their followers highly trust them.
Suitable For Any Business
Influencer marketing is ideal for any business regardless of its size. You can always leverage individuals who are influential in their areas of expertise.
Utilize platforms such as Grin to plan, identify, and connect with influencers that are most suitable for your brand based on reach, engagements levels, category, etc.
The success of influencer marketing campaigns depends on the choice of influencers. Choosing the right influencer will give you huge returns. Building long terms relationships that are mutually beneficial is crucial for your business.
Assists In Quick Customer Acquisition
Influencer marketing conversion rates are higher since the content is highly targeted to the correct audience interested in that niche, which builds customer loyalty.
According to an influencer marketing hub survey, influencer marketing is the quickest strategy for acquiring online customers, and 28% of digital marketers support this. Hence, a key benefit of influencer marketing.
According to Moz, Domain Authority (DA) greatly influences your ranking on the search engine results page (SERP). The ranking score is highly dependent on how helpful, informative, and relevant your content is. If other sites with higher DA link to your site, it indicates that you have great content.
Partnering with an influencer with a high DA to link back to your site increases your chances of ranking higher on searches, boosting your SEO efforts.
Enhances Your Content Strategy
Micro-influencers provide techniques to identify and reach the target audience with customized messaging and content that addresses their needs, creating fresh and engaging content that leads to a highly engaged and responsive audience.
Co-creating content with an influencer can be beneficial because they create aesthetically pleasing and quality content, aiding your content strategy.
Influencers Set Trends
Influencers can place your brand in the spotlight by having them review your newly launched products or services. Whether in the technology, beauty, fashion, or fitness industry, influencers are the go-to information resource about new developments in their industry.
Since micro-influencers have loyal yet mighty tribes behind them, they are likely to set the trend. Use the level of engagement as a determining factor in selecting an influencer instead of the number of followers.
Boost Thought Leadership Profile
Influencers are thought leaders in your industry. Partnering with them can be incredibly beneficial for your brand. Whether conducting an interview with an influencer or co-hosting an event with them, a micro-influencer can raise your company’s thought-leadership profile by positioning it as highly connected and in touch with the market trends.
18 Frequently Asked Questions About Influencer Marketing
What Is an Influencer Marketing Strategy?
Influencer marketing identifies and establishes individuals who strongly influence their target audience or a brand’s industry. A brand creates a partnership with the influencer to promote and expose its followers to the said brand’s content.
To become a sought after influencer;
- Finding influencers in your industry.
- Shape and define conversations.
- Own your niche to build authority in your industry.
- Aim to influence other influencers by reaching not only many people but also the right people.
- Identify and implement what works for you, not your peers.
- Be genuine, accessible, and responsive.
- Avoid being controversial maintain a positive reputation.
- Be patient as you build your brand.
How Do I Start an Influencer in Marketing?
- Determine your goal and what you look forward to achieving.
- Identify and partner with the right influencers.
- Trust influencers with content creation, guide them to create the content you need or help co-create the content.
- Prepare for effective strategy execution by regularly communicating with influencers and being available for questions, arising issues, or comments from the audience or influencers.
- Provide suitable compensation to each influencer based on results and their performance.
- Review whether your marketing campaign results have aligned with your goals and determine how well it performed.
How Many Followers Do You Require to Be an Influencer?
To be an influencer, you require 308 sponsored post ads and a minimum of 5,000 Instagram followers to generate $100,000. A study by HBO documentary showcased how people manipulate Instagram and social platforms to become online influencers.
Further, $7.60 is generated per 1,000 views by YouTubers, and 45% of that revenue goes to Google, as estimated by Influencer Marketing Hub’s YouTube calculator.
What Does an Influencer Marketer Do?
Influencer marketing managers are in charge of the end-to-end operations of influencer marketing campaigns. To gain maximum impact for their influencer marketing campaigns, managers;
- Build a team of influencer partners for the brand.
- Oversee marketing campaigns.
- Are in charge of influencer communications.
- Coordinates the marketing team.
- Conduct market research and trend analysis.
Why Do We Need Influencer Marketing?
Influencer marketing is necessary for digital marketers. Influencers help in creating online buzz about brands. They also boost the brand’s reputation, increase audience engagement, and improve the rate of conversions.
How Do You Attract Influencers to Your Brand?
- Ask the right type of questions to narrow down your potential influencer list.
- What makes each influencer stand out from the rest?
- Are their target audience likely to enjoy your product or service?
- What else do they offer in addition to their social media reach? Photography, blogging, or an email list.
- Do they communicate professionally, and are they capable of laying out the scope of work from the start?
- Do they have an accessible work portfolio, including brand collaborations?
- Be clear on your brand’s mission, including authentic content generation, boosting sales for specific products, and achieving certain social media benchmarks.
- Establish what’s in it for them. Is it building a personal brand, giving back to the community, earning shoutouts from brands they like, or pursuing long-term relationships with brands?
- Offer a “start-up” collaboration where influencers are willing to curate and share test drive content with little cost and then monetary compensation once thriving.
- Establish channels for sharing influencer’s content. Content creators are beneficial when their work is shared frequently across multiple channels and repurposed into evergreen content.
- Track metrics at every stage. Ensure an influencer’s progress is measured through native social media insights platforms or third-party tools.
Why Are Brands Drifting Away from Celebrities?
Brands are reconsidering working with celebrities to promote their products. They are, Instead, choosing to collaborate with micro- or nano-influencers, with fewer but genuine followers.
To position yourself to brands as a micro-influencer, be authentic, understand yourself as a brand, put more effort in content curation, and know your target audience.
What Is an Example of Influencer Marketing?
The majority of brands leverage influencer marketing to reach their target audience. Example of big brands that utilize influencers includes; Nike, Pepsi, Motorola, and Adidas.
What Are Influencer Marketing Tips?
- Look for engagement levels, not followers.
- Build long-term partnerships with several influencers.
- Invest in video content creators. Video has grown in popularity over time. More online users prefer video content to any other type of content.
- Go for micro-influencers.
How Much Does It Cost for Influencer Marketing?
On average, influencer marketing agency prices range per month is $1000 to $18,000. While every agency varies, this fee is determined by a variety of factors, including;
- The pricing models. Standard pricing models for influencers include:
- Pay-per-post: scales the requested number of posts regardless of content type, whether text to video, your business pays a flat rate. In some scenarios, influencers set specific amounts depending on the post type.
- Pay-per-click: is a performance-driven pricing model. It depends on the number of clicks driven by a post meaning users follow influencer’s calls-to-action (CTAs).
- Pay-per-acquisition: This is a results-driven pricing model. It scales off the conversion rate per post. A conversion ranges from users purchasing your product to subscribing to your email list.
- Pay-per-subscribers: This relies on an influencer’s subscriber or follower number. It is a vanity metric since only a few influencers’ audiences see and interact with their content.
- Pay-per-view: is a results-driven pricing model that scales the average number of views gained through an influencer’s content. This model is more accurate than pay-per-subscribers.
- The choice of platform affects influencer marketing costs. A campaign on YouTube, for instance, will cost more than one on Twitter. However, no matter which platform, ensure it’s the one your target audience uses.
- The post formats. Based on your choice of platform, you can hire influencers to curate various content posts such as videos, texts, and images. Posts that require more work, such as videos for Instagram, costs more.
- Marketing campaigns. While influencer marketing entails more than a single post, creating an influence campaign targets audience multiple times to boosts brand awareness. Such campaigns require higher marketing costs.
- Influencer’s exclusivity. Regardless of your business, industry, and competitors, you will need influencers to promote your content exclusively. For that reason, an influencer may turn done other partnerships. While an Exclusive agreement has great value, it comes with a high cost.
Can Instagram Pay You?
You can make money from Instagram in various following ways:
- Work with brands on sponsored posts.
- Become an affiliate.
- Open your ecommerce store.
- Create an Instagram shop/store.
- Sell your products or services online.
- Curate high-quality content and make money off it.
Types Of Influencer Marketing Campaigns
- Host influencer Giveaways.
- Social Media Takeover.
- Affiliate marketing.
- Sponsored Social Media Content.
- Sponsored Blog Posts.
- Guest Blogging.
- Brand Ambassador Programs.
- Send products to an influencer as gifts for free publicity.
What Are the Four Categories of Influencers?
- Nano influencers: 1K–10K social followers.
- Nano influencers have an interactive following on social media with great engagement rates. They are vocal ambassadors of the brand’s products and give genuine recommendations and positive criticism about them, which their audience appreciates.
- Micro-influencers: 10K–100K social followers.
- While their following is large, micro-influencers relate with their audience and have a very engaging manner. At this stage, these influencers focus and narrow down to a specific niche of their interest. Their audience is targeted and has high engagement rates.
- Macro influencers: 100K-1M social followers.
- They lean more toward a wider appeal compared to micro-influencers. These celebrities have built their brand from the internet; they are vloggers, bloggers, social media superstars, bloggers, or podcasters. They have a massive audience developed over the years of growing followers and nurturing relationships.
- Mega or celebrity influencers: 1M+ social followers.
- These are typical celebrities with more than 1 million followers, and with that, Brands need a higher marketing budget to afford them. Notably, they attract and engage a very broad audience.
What Is an Influencer Marketing Campaign?
An influencer marketing campaign is a marketing strategy where brands seek to collaborate with influencers. Influencers are trusted content creators who can impact or influence how their audience makes purchase decisions and their perception of certain brands or products.
Steps to build a great influencer marketing campaign include;
- Determine your campaign goals and KPIs to establish key metrics.
- Identify the target audience you want your influencer to reach.
- Develop a budget to determine the number of influencers and what type of influencer you can afford.
- Select your marketing campaign channel(s).
- Establish your influencer tracking and managing tool.
- Identify & select your ideal brand influencers.
- Once selected, reach out to those influencers for a partnership agreement.
- Track and monitor the campaign to identify areas of improvement and optimize appropriately.
- Figure out ways to compensate your influencers fairly based on results.
- Evaluate and measure your campaign’s success.
Which Platform Is Best for Influencer Marketing?
Influencer marketing platforms enable influencers and brands to find and find each other they utilize intelligent algorithms to discover potential influencers from massive searchable databases. They are like influencer marketing matchmaking platforms. The top 10 best platforms include:
- Creator. Co.
- AspireIQ (formerly Revfluence).
- Post for rent.
How Do You Collabo with A Brand?
There are several ways to work with brands, including;
- Write blog posts on brands related topics.
- Promote products through images and affiliate links.
- Use Instagram and Facebook stories to promote products.
- Curate videos with relevant and informative content.
- Write reviews and brands products/services.
- Run a giveaway for products.
- Send promotional emails to your list.
What Are the Requirements for Becoming an Influencer?
Consider the following seven steps if you are planning on becoming a social media influencer:
- Choose your niche or area of interest.
- Choose social media platforms that you prefer and optimize your profiles.
- Understand your target audience to create content that resonates with them.
- Curate and post useful and relevant content for your followers.
- Post regularly and consistently to increase visibility.
- Engage your audience either liking or replying to their comments.
- Declare your interests in collaborations or partnerships.
Who Is the Richest Instagram Influencer?
Here are the top 10 highest-earning stars on the Instagram social platform:
- Cristiano Ronaldo – $1.6m a post.
- Wayne Johnson – $1.52m.
- Ariana Grande – $1.51m.
- Kylie Jenner – $1.49m.
- Selena Gomez – $1.46m.
- Kim Kardashian – $1.41m.
- Lionel Messi – $1.16m.
- Beyoncé Knowles – $1.14m.
- Justin Bieber – $1.1m.
- Kendall Jenner – $1.05m.
To conclude, influencer marketing can be a great acquisition channel for your brand. It is crucial to create a detailed digital strategy, carefully select influencers you need to partner with and use the right tool to track and measure impact during and after the campaign.
There are many different types of influencers to choose from, this article will help you learn how to choose the right kind of influencer for your brand and make your partnership a success. Find influencers who genuinely love your brand and can’t wait to share with the world.
Here is an article we recently published on the top influencers in Singapore to guide you through the hiring process.