Influencer marketing is when influencers use their influence to broadcast a brand message for marketing purposes: corporate communication, selling a product, advertising some services, launching a new concept etc. Consumers now want to listen to and look up to people who they can relate to. Influencer marketing is a type of marketing that focuses on using key leaders to drive your brand’s message to the larger market.
Social media plays an important role in making the influencer tick. As more and more people engage each other on the social media platform, it becomes imperative for the brands to take note of the engagement on social media. Over 2 billion people are on Facebook, 1.9 billion on Youtube, 1.5 billion on WhatsApp, 1 billion on Wechat, 1 billion on Instagram, 0.25 billion on Pinterest.
To reach influencers, you need to understand the character of their personal brand and their goals.
Who are influencers?
Influencer Marketing is growing rapidly and you’ve probably heard about the benefits of word-of-mount marketing.
They are common people who possess the power to influence a particular category of people to purchase a specific product or follow a trend utilizing the social media channels like Instagram, Facebook, Twitter, and Pinterest are their hubs and tools. Influencers can be based on any social media platform, including Instagram, YouTube or have their own blog.
In recent years, top brands have been using digital marketing to reach out to their customers and are collaborating with influencers to promote their products and services. Influencers frame a good perception of the product to the customers and charge commissions for the same.
What are the Key Components of Influencer Marketing?
- Identify key brand or product influencers, either manually or through a platform like TapInfluence
- Create a marketing campaign directed at those influencers
- Create a secondary marketing campaign for the influencers to drive greater awareness to a larger set of target consumers
- Track key metrics relating to reach, sales and brand awareness
There are many reasons why influencer marketing is so important.
75% of people admit making a purchase based on something they’ve seen on Instagram. There is a shift in the last few years from usual e-commerce to social networks, where influential people actively sell and advertise. Social networks have already started to adjust their functional, implement tools for shopping or promotion without even leaving the page like Instagram swipe up feature.
Types of Influencers
Which influencers are likely to bring more profit? According to the number of followers, influencers are divided into mega, macro, mid-tier, micro and nano influencers.
The term ‘influencer’ used to describe celebrity and social media elite. Influencer marketing often goes hand-in-hand with two other forms of marketing: social-media marketing and content marketing. Influencer marketing is revolutionizing our industry. Influencer marketing offers brands the potential to unify their marketing, PR, sales, product, digital marketing, and social media through powerful and relevant relationship-based communication.
The only major drawback of influencer marketing is that it isn’t as controllable as traditional marketing. Marketers must prepare to deal with negative fallout if the influencers they use misrepresent or reject their products.
It is a great marketing opportunity for any business to use, so it should be included in your marketing strategy.
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