Influencer marketing Complete Guide to Influencer Marketing
If
you're looking for a way to market on social media, influencer marketing is one
of the best option.
What is influencer marketing?
Influencer marketing is when businesses team up
with people who have a large following on social media to promote their
products or services. Influencers are trusted by their followers, so when they
recommend something their audience are more likely to look at it or buy it.
Social media is used by millions of people every day, making it a great place
for businesses to reach potential customers. By working with influencers who
have a strong presence, companies can get their products in front of a wider
audience and potentially increase sales.
To make the most of influencer marketing, businesses need a solid plan. But
before jumping into how to create a good strategy, it’s important to understand
the basics: what influencer marketing is, how it works, and whether it’s a good
fit for your business.
Types Of Influencer:
Mega-influencers (More than a 1 million followers )
With more than a million followers Mega-influencers are highly visible on social media due to their celebrity status. They’re very active on social platforms where their audience spends time, and they generate a ton of engagement.
Macro-influencers (500K to 1million followers)
With a slightly smaller audience size between 500,000 and 1 million followers, macro-influencers may be celebrities, TV personalities, athletes, or thought leaders. Macro influencers often have a specific area of focus or expertise, such as fashion, beauty, lifestyle, or fitness. They build their followings through a combination of high-quality content, strategic use of hashtags and other social media tools, and effective engagement with their audience.
Mid-tier influencers (50K to 500K followers)
Mid-tier influencers may not be celebrity status, yet they remain a powerful group of content creators trusted by their followers. With audiences between 50K and 500K, this type of influencer offers brands a wide reach and slightly more engagement than macro- or mega-influencers. Content is polished but not out-of-touch, lending authenticity and familiarity to each post.
Micro-influencers (10K to 50K followers)
While micro-influencers have a much smaller following in comparison with mega-influencers, brands generally consider this group to be much more effective in terms of engagement and trust. That’s because micro-influencers have an intimate connection with their followers and tend to be more niche-focused.
Nano-influencers (1K to 10K followers )
With the smallest follower count, nano-influencers offer brands a modest reach and probably a narrower one, too. However, what brands lose in reach they gain in engagement rates. Nano-influencers have the highest engagement rate of any influencer type. Content is hyper-authentic and personalized for the audience, so brands working with this type of influencer can expect a different experience in this way.
How to Create an Influencer Marketing Strategy?
Step 1: Set Your Goals for the Campaign
First set your campaign goals. For most brands, their goal for influencer marketing is brand awareness or product promotion. Many brands also partner with influencers to reach a new audience or increase engagement on social media channels. You can also launch a new product in collaboration with an influencer.
Step 2: Select Influencers
The second step is typically the most challenging one. you need to select an influencer based on your audience and campaign goals. Our Influencer Recruitment Strategy Playbook provides detailed guidance in this regard.
As for finding influencers, you can search for them directly on social media platforms or use dedicated creator marketplaces where you can filter influencers by factors like:
Niche
Engagement
Follower size
Geographical location
Audience demographics
Step 3: Reach Out Appropriately
After identifying influencers, the next step is to reach out to them. Nano and micro-influencers usually handle their brand partnerships on their own, while mid-tier and macro-influencers may have a manager or agency representing them.
When collaborating with the former, you can drop them a Direct Message or an email. Most influencers have details on how to contact them in their bio.
Step 4: Create a Collaboration Structure
Before you can start working on a campaign with an influencer, you need to create a collaboration structure that spells out all the details of your collaboration.
Step 5: Maximize the Use of Influencer Content
Influencer content is not merely for your social media. You can do more with it.
Step 6: Measure Campaign Performance
An overview of your influencer marketing campaign is incomplete if you do not track its performance. You must know how well certain influencers and content types performed.
