Influencer marketing is the hot topic in marketing these days. But what if you’re still confused as to what it actually is? How and why does it work? We’re here to answer all your burning questions.
What Exactly Is Influencer Marketing?
Influencer marketing is somewhat similar to those celebrity endorsements of the past. It takes that old-school way of putting a popular, influential face to a name and brings it into today by having it happen through social media but with a different type of “celebrity.”
Who Are These Influencers?
Celebrity endorsements haven’t completely flown the coop. Influencers can still be celebrities, like the Kardashians, for instance. Most influencers, though, are known as industry experts or everyday people who have built an impressive social media following with real people (not bots!) who may actually convert to sales and further brand exposure.
How Do I Find The Right Influencer for My Brand?
Let’s say you work in makeup or skincare, and you know of someone who has vast knowledge in this industry. This someone has quite a few social media followers who respect her recommendations. This would be a great person to work with. You can also choose to work with other respected influencers whose niches are in different fields. Tread carefully, though, in case they’re too off-market.
Luckily, these days, unless you have an incredibly unique niche market, you probably have quite a few influencers to choose from. You can take some time to find someone who you respect and who would be a great fit for your brand.
How Does Influencer Marketing Work?
In basic terms, you “pay” an influencer to promote your product or service. Depending on who you’ve chosen, payment can include anything from free products to reciprocal endorsements to money. If you’re looking for a ballpark cost range, many top influencers charge roughly $1,000 per 100,000 followers or a certain percentage per views on YouTube.
Typically, the influencer has most of the control in how they market your product or service since they built their platform on trust and honesty, not your words and marketing slogans. But don’t worry, you usually have some input and, of course, you both have to agree on the final terms.
Why Does Influencer Marketing Work?
Unlike in the past, celebrity endorsements only go so far these days. Your traditional or even digital marketing may not be bringing in as many customers as it used to. Using influence marketing will likely step it up.
Since these influencers have taken the time to build up trust within their followers, people are more likely to buy what they’re promoting. You get your product or service seen by the right people, by someone they trust, and it may not cost you much time or money.
What Else Do I Need to Know About Influencer Marketing?
Although you may feel your brand is quite unique, you’d be amazed at how many influencers there are out there who endorse similar topics. You’ll very likely find an influencer in your market.
Also, while someone may be the influencer to work with, meaning one who has a lot of followers and clout, that shouldn’t be the only thing you’re looking at. It’s most important to find someone who you feel will offer the most authenticity when it comes to marketing your brand.