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.

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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 and maintain a positive reputation. 
  • Be patient as you build your brand.

How Do I Start In Influencer 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?

YouTube video

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?

YouTube video

  1. 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?
  2. Be clear on your brand’s mission, including authentic content generation, boosting sales for specific products, and achieving certain social media benchmarks.
  3. 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?
  4. 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. 
  5. 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.
  6. Track metrics at every stage. Ensure an influencer’s progress is measured through native social media insights platforms or third-party tools.
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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;

  1. 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.
  2. 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.
  3. 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. 
  4. Marketing campaigns. While influencer marketing entails more than a single post, creating an influence campaign targets the audience multiple times to boost brand awareness. Such campaigns require higher marketing costs. 
  5. Influencer 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: 

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  • Work with brands on sponsored posts.
  • Become an affiliate.
  • Open your e-commerce 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 on 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. 
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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;

  1. Determine your campaign goals and KPIs to establish key metrics.
  2. Identify the target audience you want your influencer to reach.
  3. Develop a budget to determine the number of influencers and what type of influencer you can afford.
  4. Select your marketing campaign channel(s).
  5. Establish your influencer tracking and managing tool. 
  6. Identify & select your ideal brand influencers.
  7. Once selected, reach out to those influencers for a partnership agreement.
  8. Track and monitor the campaign to identify areas of improvement and optimize appropriately.
  9. Figure out ways to compensate your influencers fairly based on results.
  10. 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:

How Do You Collaborate with A Brand?

There are several ways to work with brands, including;

    1. Write blog posts on brands related topics.
    2. Promote products through images and affiliate links.
    3. Use Instagram and Facebook stories to promote products.
    4. Curate videos with relevant and informative content.
    5. Write reviews and brands products/services.
    6. Run a giveaway for products.
    7. 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:

    1. Choose your niche or area of interest.
    2. Choose the social media platforms that you prefer and optimize your profiles.
    3. Understand your target audience to create content that resonates with them.
    4. Curate and post useful and relevant content for your followers.
    5. Post regularly and consistently to increase visibility.
    6. Engage your audience by either liking or replying to their comments.
    7. Declare your interest in collaborations or partnerships. 

Who Is the Richest Instagram Influencer?

Here are the top 10 highest-earning stars on the Instagram social platform:

    1. Cristiano Ronaldo – $1.6m a post.
    2. Wayne Johnson – $1.52m.
    3. Ariana Grande – $1.51m.
    4. Kylie Jenner – $1.49m.
    5. Selena Gomez – $1.46m.
    6. Kim Kardashian – $1.41m.
    7. Lionel Messi – $1.16m.
    8. Beyoncé Knowles – $1.14m.
    9. Justin Bieber – $1.1m.
    10. Kendall Jenner – $1.05m.


About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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