Influencer Marketing: Is it the Right Choice for Your Brand?
It’s mind-blowing to think about how twenty, or even ten, years ago, the influencer world didn’t really exist. What started in media marketing as a strategy known as “star power,” with major celebrities playing the leading role in product advertising, has now become more localized, more personalized, and more specific, with a new playbook that is now a multi-billion-dollar industry: influencer marketing.
Used by both bigger brands and smaller businesses, influencer marketing can be a powerful way to get your brand in front of more people by having it recommended by someone they follow online – and trust. While influencer marketing can make an impact on your brand’s community, identity, and overall growth, is it the right choice for your business? We’ll go over the details behind influencer marketing, how influencer marketing can strengthen your brand’s community, and factors to consider when planning an influencer marketing campaign. Let’s dive in.
Influencer marketing 101
Before we get into whether influencer marketing is right for your brand, it’s important to understand what influencer marketing really is – and what it isn’t. Influencer marketing refers to the collaboration between brands and individuals to promote products or services online. The individual often has some type of digital audience or following and is often focused on a particular niche, whether beauty, health, sports, popular culture, or food. The goal of influencer marketing can be to boost sales, generate more engagement, or just build a stronger, more loyal brand community.
On the other hand, influencer marketing is often not about a one-time promotion or quick sale. Influencer marketing campaigns are often long-term engagements that build trust, loyalty, and community between audiences. While influencer marketing can be extremely effective in helping you reach your goals, it’s important to remember that this strategy doesn’t always work and can be a costly approach with little actual return.
How influencer marketing can boost your brand’s visibility
In many ways, influencers build their personal brands on trust. They gain larger followings over time and have authentic relationships with their followers, who in turn trust them for recommendations and referrals. Because influencers have these strong audiences built up of real people, working with the right one can help your product or service get in front of more potential consumers who may be more likely to give your brand a try after seeing their favorite influencer use your product.
When choosing an influencer to work with, there are several things to keep in mind. First, do your research to make sure the influencer has an engaged, authentic community built up of real accounts, not bot followers giving fake likes. You should also conduct an audience analysis that reveals key demographics of the followers, such as average age, location, interests, and purchasing trends.
Second, take into account how often the influencer posts, the tone in their posts, and which of their posts has the highest engagement. You’ll want to keep this in mind when crafting the right messaging for your product when working with the influencer. Third, make sure their audience is the right one for your brand. Just because an influencer has a huge following doesn’t make them the best choice to promote your product. Sometimes, working with an influencer who has a smaller, but more niche, following can yield better results and conversions simply because the content will resonate better with this targeted audience.
Influencer marketing: things to consider
Now that we’ve talked about the basics behind influencer marketing, it’s time to make the decision: is influencer marketing right for your brand? While it may seem like a dream to have your favorite influencer promoting your business, there are several things to consider before you start planning your brand’s big break.
First, influencer marketing can be costly. The bigger the following, the higher the price tag. If you’re hoping to reach a larger audience, you may have to be realistic about your budget and search a smaller pool of micro-influencers. Second, working with influencers means being extremely clear with your communication and expectations. Make sure the agreement is straightforward for both parties and be strict about timelines for deliverables and assets. Last, but definitely not least, nail down your messaging, script, or any content. If you only have a few chances to get it right, you want to make sure you’re as prepared as possible to make a great first impression with a new audience.
Conclusion
Influencer marketing can be a great way to get your brand in front of more people. When considering if influencer marketing makes sense for your overall marketing strategy, remember to choose influencers with authentic communities, relatable content, and an audience that makes sense for your product or service. Also, keep in mind the cost, communication practices, and messaging that will deliver the best possible returns for your brand.
