An influencer is a person who has the power to influence the behaviour and in most cases the purchasing power of other people, thanks to their persuasiveness. Most influencers’ success is measured by the number of their following across major social media platforms. For Example, Instagram, TikTok, Twitter, Facebook and Snapchat. Most influencers have invested time building their own brand identity and increasing their audience. They boost trust with their followers via their authenticity.
Influencers can be segmented into three key groups, according to their audience size;
- Nano-influencers: Those who have less than 10,000 followers. They are suitable for reaching niche yet dedicated audiences.
- Micro-influencers: Those who have 10,000 to 250,000 followers. These folks may not have the influence of mega-celebrities, but they have a close and engaged audience who are likely to trust their recommendations. These influences also have some experience partnering with brands.
- Macro influencers: Those who have more than 250,000 followers. These are Instagram and Youtube celebrities. They have the biggest reach but may not have the same authenticity and credibility related to micro-influencers, so it’s advisable to contemplate seriously before signing any deals that you expect to result in sales.
Building an influencer PR strategy may seem daunting, but there are many similarities with a traditional PR approach. Here are our key tips to getting your influencer PR strategy off the ground.
- Draw up a list of ideal influencers, just as you would put together an ideal media list. Consider factors such as their presence in your sector or industry, their social following, and their fit with your brand.
- Consider your budget. Whilst many influencers are happy to receive your products as payment (particularly if they love your brand), some may ask for a fee. Either way, you will have to consider how many products you can afford to send out and what you expect your return to be for each.
- Decide on your outreach strategy. Will you work with influencers on a one-off basis or will you build an influencer programme? If you set up a programme, the ambassadors will be encouraged to use your products in their day-to-day life, and talk about their experiences on social media, blogs, and possibly at events.
- Build good relationships with your influencers. They should feel part of the brand, so keep in regular contact with them and let them know your news as early on as you share news with your PR agency or traditional media. The more you share with your brand influencers, the more they’ll give back.
- Tie in your work with influencers with your outreach to traditional media. An authentic story/experience from an influencer is often far more interesting to media than a press release sometimes.
Determining and targeting the right audience is an essential part of every marketing strategy. Influencer marketing enables you to surpass this step because the hard work has already been handled by influencers. You just need to make sure that the influencer is related to your niche and their public persona matches your brand’s image.
Suppose that you have a clothing-retail company that sells affordable and fashionable clothing for millennials. Partnering with fashion models/influencers and bloggers will help you approach their audience who are inclined to be interested in your products.
Enhanced Brand Awareness
Influencers, thanks to their huge reach, have the ability to extend brand exposure, reach, engagement and raise brand awareness. As an influencer suggests or promotes your brand, their followers will probably notice. Besides, suggestions from a popular influencer are often perceived as more authentic.
Working with influencers enables you to cut through the noise and drive their followers to your brand. It increases more visibility to your brand and helps build meaningful online conversations about your brand.
Boosted Audience Engagement
Boosting the number of likes and comments on your social media posts is a really hard task. In the absence of good engagement levels, gaining millions of followers won’t lead to any results or even sales. This is where influencer marketing can be a good idea.
First, collaborating with influencers enhances the quality of your content and makes it more user-centric. Such content is more inclined to find traction among your target audience.
Second, as an influencer shares your content on their social media profiles, their followers will also engage with it. If they love the content, they may tag their family and friends and share it on their account, further expanding its reach.
Improved Conversion Rates
The ultimate goal of any business is to grow sales and gain more profit. Nonetheless, it is extremely struggling to attract potential consumers by blowing your own trumpet.
Influencers get the power to attract more people towards your products or services. This is because customers believe the suggestions from their beloved influencers.
Brands can utilize it to influence purchase decisions and increase conversion rates.
Increased Trust and Credibility
The enormous power of influencers lies in their followers’ trust. This trust can help them build a loyal fan community.
As an influencer writes their honest feedback about your products or services, it is considered an authentic testimonial. It reinforces your brand’s reputation and fosters your credibility.
Moreover, partnering with influencers allows you to gain the trust of their audience. In the long time, this is the perfect tool to grow an army of loyal brand advocates. It aids you to amplify brand awareness and earn more revenue.
Invest in influencers who create visual content
When researching a purchase decision, 4 out of 5 millennials choose video content. Brands are changing from traditional video ads that bother Youtube videos to influencers who discuss their products in the video content.
Some typical examples include unboxing videos, product teaser campaigns, and exclusive reviews.
One of the simplest ways to reveal the fact that influencers are being compensated for endorsing your brand is to get them to put #sponsored, #ad, or #[brand name] partner in their post.
To decrease the risk for your brand, you should check your influencers’ posts and content on a regular basis to ensure they’re following your guidelines.
Generate helpful content rather than ads
Content marketing originates from people’s need for authenticity. Customers were sick and bewildered about traditional advertising clogging up radio, magazines, TV, and billboards. With that in mind, the influencer you pick to work with has to have the proper balance of non-commissioned content and commissioned content. Or else, the trust factor fades with it, their followers, and impact.
A study shows that 33% of the participants agreed that influencers are the most reliable sources for shopping recommendations.