Businesses are starting to see how powerful and influential social media can be, and it’s inspiring more brands to look beyond traditional content and engagement. Social media has become the consumers’ megaphone for voicing out their opinions and expectations of brands that matter to them, and enabling testimonials and peer recommendations.
As a result, consumers now look to trusted individuals before purchasing a product, signing up for a service or supporting a brand. They seek mutually beneficial and genuine relationships with their trusted brands.
What Is Influencer Marketing?
Influencer marketing is quickly becoming a popular form of advertising products, services and even brand messages. By seeking out the help of individuals with ‘influence,’ such as popular bloggers, celebrities and online personalities, brands can reach out to their consumers in a more personal and authentic approach.
An influencer’s ability to direct people’s attention to a product or service can significantly improve sales for their client. Influencers, especially micro-influencers, are generally authentic especially if they partner with a product or service that’s ‘on brand’ for them – which is something that the audience today highly appreciates. This is why the collaboration between the influencer and the brand is very important.
How Do I Choose The Right Influencer?
Social media platforms like Instagram and YouTube gave rise to a generation of influencers with huge followings on certain subjects like food, beauty, fashion, gaming, travel and lifestyle. Under one subject, you’ll find hundreds of personalities with content and personal brands, similar to one another. So how do you choose the right influencer for your brand?
Many clients often tap influencers with the most followers. However, influence is not just about having a lot of followers. It’s also driven by the individual’s expertise on their respective niche and the kind of relationship they have with their followers.
Forbes, in a September 2014 article, said that a better approach to defining influence can be described through this equation:
Influence = Number of Followers x Expertise and Credibility x Strength of Relationship with Their Audience
Another factor to consider is the kind of platform that you and the influencer use. For example, you might be partnering with a great influencer who uses YouTube as their main platform, but is your audience even on YouTube? Make sure that your partner with an influencer who is on the same platform as your target audience.
Finally, choose an influencer who shares the same brand and ideals with you. One of the reasons influencer marketing fails is when the audience feels that the influencer’s endorsement doesn’t seem in line with their content and their image. Do your research and make sure your business goals, your brand and image are aligned with your prospective influencer.
Social media marketing and management is still in its developing stages and will only continue to grow as it adapts to the latest digital media trends and technology.
Traditional marketing isn’t going away, at least not in the near future. But since social media has become an integral part of everyday life, it is a missed opportunity not to use it to reach out and engage with your audience.