The rise of social media in the last decade has led to the emergence of a group of individuals with a massive online reach, credibility, and authentic persuasive ability known as social media influencers. Many of these social media influencers are experts in a specific industry, and they regularly share their knowledge in their posts while some have a considerable following due to their ability to share their life experiences comically.
Hiring a Social Media Influencer
Whether they are funny or not, one thing is for sure: this group of people is very influential with online crowds. So much that it got the attention of some of the major brands in Singapore. The brands eventually partnered with these social media influencers to promote new products and the company in general. The results were astounding!
This led to an influx of into the social media influencing space, even by celebrities. As such, there are several types of influencers that you should know about before you decide to hire one. First, mega influencers: they typically have a million or more followers on a social media platform. Celebrities are the best example of mega influencers.
A single post from a mega influencer could generate a lot of hits on your website. However, there are also drawbacks of using mega influencers; they are expensive, have a distant relationship with their followers, and are not experts on the subjects they are posting.
Second, macro influencers: they usually have between 100,000 and one million followers. Many macro influencers earned their fame by producing top-notch content for internet users. This type of influencer is right for your company if you want to target a specific demographic as well as reach many Singaporeans.
Lastly, micro influencers: they generally have between 1,000 to 100,000 followers on a social platform. They are specialists in industries such as technology, food, fitness, home décor, and many other topics. Brands love micro influencers because they have a homogenous audience who generate a lot of interest and engagement in their posts.
Choosing the right influencer for your business is a lot more nuanced than going by the above information. Fortunately, some tools can help you do this quickly. Tools such as BuzzSumo, Hootsuite, Followerwonk, Upfluence, LittleBird, and HARO will help you identify influencers, analyse their data, and reach out to them.
There are several ways you can engage the influencers once you identified them.
Ways to Work With Social Media Influencers
Online contests are an excellent way of increasing your brand’s awareness, getting new customers and driving traffic to your website. You can never go wrong with this move as people generally love free stuff.
The best part about this method is that influencers also love contests as it gives them the chance to get more engagements and increase their online influence. You both get a win from an activity that is fun.
An example of a contest can be hiding a product on your website and then telling the social media influencers to give people clues as to the location of the product. The person who finds the product gets it for free; you can also cover the shipping fee as a way of getting more people to participate.
A service company can promote a contest by telling the influencer to ask his/her followers to give compelling reasons as to why they deserve the service. For example, a cleaning service can ask people to state the reasons why their houses should be cleaned free of charge.
Ask them to Add Your Website Link on their Bio
This method almost always goes hand in hand with the social media influencers using the profile picture of your company. Their followers get intrigued by the change of profile picture and click on their social handles where they find your company’s link.
This influencer marketing method is especially effective for promoting a new product or service. Instagram is a fantastic platform to try this type of marketing.
Hashtags enable you to bring all the content you are promoting under one roof. This enables users who are interested in the posts to quickly find them and interact with the influencers who are driving the conversation.
Hashtags also enable people who are not following the influencers you are working with to find your content. The influencers may not have many followers, but they can make your hashtag trend and expose your content to more people.
Lastly, hashtags enable you to monitor the conversation about your brand easily. Sometimes users choose a brand’s hashtag to share a bad experience they had with the brand. It is very easy for such a post to go viral. A hashtag will enable you to nip this in the bud.
The best way to use a hashtag to promote your brand is by getting several micro influencers to run with the hashtag. This method is effective as the users often join in on the conversation using the same hashtag.
It is estimated that nearly 81% of shoppers do an online search before making a purchase. They want to know if the product will meet their needs and how they can get the most use out of it. YouTube is a popular social channel where users do this research.
Singaporeans are big consumers of video content on YouTube. It is estimated that there are 4 million YouTube users in Singapore who watch an average of 2 hours of video content per day. Getting your product to these consumers is a superb way of increasing sales.
You can do this by partnering with a vlogger (video blogger) who knows your products. One of the ways you can do this is by giving him/her free products immediately they are released. The vlogger gets to use your product to produce content for his/her audience, and your company gets to reach more people. However, this may not always be enough to guarantee coverage by an influencer, and in many instances, you will be required to give financial incentives.
Technology and makeup are examples of companies that leverage product reviews brilliantly.
Using the above-mentioned strategies can bring several benefits to your company. The following are some of the benefits you should expect:
Access to Millennials
1 in 10 millennials in Singapore learns about a new product via online advertising. This is crucial since 15-24-year-olds make up 16.5% of the population and 25-54-year-olds make up account for 50.5% of the population.
You, therefore, cannot afford to ignore this population. Social media influencers will help you to advertise your products to this generation that predominantly spends their time online.
High Return on Investment (ROI)
Studies done on the effect of influencer marketing have shown that the return on investment can be as high as six times the amount paid to influencers. As a result, nearly 65% of brands have made plans to increase influencer marketing in 2019.
The competition in all the niches is only going to get stiffer. Your company needs to adapt to maintain its competitive advantage in the market.
Increased Reach and Visibility
Three social media influencers with 350,000 followers give you access to over one million people. What is even better is that the people these influencers reach are not random followers; they follow them to consume their content.
Advertising through these influencers thus massively increases the visibility of your products. You can use the statistics generated by this marketing method to create sales funnels and buyer personas that you will use well into the future after your contract with the influencers ends.
This remarketing to a group of people who have seen your products being endorsed by people who they trust is an excellent way of generating sales.
Influencer marketing does not have a fixed price. You can pay influencers different amounts to do the same job. This is because the payment made to a social media influencer typically depends on their negotiating ability.
However, mega influencers usually have a fixed amount per post. Choosing to work with a mega influencer means you will have no choice but to pay the full amount.
Influence on Purchase Decisions
40% of people have said that they have bought an item after seeing a social media personality use it while 50% say that a video has helped them decide the brand they wanted to buy from.
41% of Singaporeans currently shop online, and the number is steadily rising. Using a social media influencer will ensure that your products take a big chunk of the people making online purchases.
Use of Influencer Content in Future Marketing Endeavors
Many companies are increasingly signing contracts with influencers which allow them to use the content generated in their future marketing campaigns, even if the influencer will not be involved. The contracts usually run for six months or one year.
This is excellent value for your money as a one-time payment allows you to use content for a long time.
The effectiveness of social media influencers cannot be ignored. They increase your brand’s awareness, generate sales, and give credibility to your brand image. The best companies understand that the small price they pay to influencers will have a massive effect on their company.
Get in touch with us today for professional social media marketing service in Singapore. Call us today at +65 6789 9852 for more details.