Developing a dedicated audience is certainly a challenge for many brands and it can take months or even years. What if we said there is a solution which gives you a chance to borrow someone else’s followers instead? It is called influencer marketing, which according to Forbes, is a relationship between a brand and an influencer, where the influencer promotes the brand’s products or services through various media outlets such as Instagram and YouTube.
As seen on Influencer Marketing Hub, an influencer is an individual who has the power to affect purchase decisions of others because of his/her authority and a relationship with the audience in a particular industry.
Influencer marketing has become one of the most successful marketing approaches nowadays, and here it is why:
Trust and authority
According to Neworld Associates, 92% of consumers trust an influencer more than traditional advertising or celebrity. What is more, customers are more likely to believe an influencer than the brand itself! What is the moral of the story? It is worth beginning a new partnership with an influencer in your industry and leaving brand advertising behind.
Fast profit and excellent value for money
Working with influencers is proven to generate excellent return on investment, especially when compared to other advertising activity, which sometimes does not reflect in the profit as much. In fact, Tap Influence found that influencer marketing content delivers 11 times higher ROI than traditional forms of digital marketing.
From the moment your product or service is mentioned by the influencer, sales generation starts immediately. New research found that 40% of people say they’ve purchased an item online after seeing it used by an influencer on Instagram, Twitter or Youtube. For better results reach out to relevant influencers who are active on multiple channels and established on the market. Your brand needs maximum exposure in order to generate better sales.
Reaching your target audience
Most influencers have their established target audience which gives you an idea who your campaigns will reach in the future. Make sure you decide what your target is- if you are a startup selling fresh smoothies, it would be worth collaborating with a fitness or healthy food influencer who could promote your product to the loyal consumers interested in the topic.
Influencers create content but they are also known for referring and distributing it on different social media channels. If you have a great story, video or image that you really wish it reached more people, it would be worth sharing it with a relevant influencer to widen the audience. What is more, the latest research from PageFair shows that 40% of Internet users block ads online, which means that content distributed by influencers has potential to reach more people.
Driving traffic and growing number of followers
One of the most important metrics for any online business is site traffic and engagement. Collaborating with influencers can drive more traffic to your website through any referral links and mentions on their channels or even organic search.
Who are the top Instagram influencers right now?
According to Influencer Marketing Hub, these Instagrammers are believed to be the best in their niches:
Huda Kattan- @hudabeauty
Number of followers on Instagram: 32.1 million
Huda Kattan has been announced as the Most Influential Beauty Blogger in the World by the New York Times in 2017. With her own range of make up she showcases a lot of tutorials, examples of make up applications as well as trends and reviews that are used and viewed by other beauty influencers.
Chiara Ferragni – @chiaraferragni
Number of followers on Instagram: 16 million
Every fashion enthusiast must know this name. Chiara Ferragni not only runs the blog named The Blonde Salad but also operates on Instagram and other social media platforms. She has collaborated with leading fashion designers such as Tommy Hilfiger, Louis Vuitton, Chanel and Christian Dior.
Kayla Itsines – @kayla_itsines
Number of followers on Instagram: 10.9 million
Kayla Itsines is an Australian personal trainer, author and entrepreneur. She is a creator of fitness guides titled Bikini Body as well as meal-planning and workout app, Sweat with Kayla. On her social media platforms she updates the followers with her daily routine if it goes to food and exercise as well as reposting content from women using her programs.
Jay Alvarrez – @jayalvarrez
Genre: Adventure Travel
Number of followers on Instagram: 5.9 million
Jay Alvarrez is a Hawaiian model and video and music producer, best known for documenting his extreme sports activities and travels. He has worked with some of the world’s leading brands creating content for music videos and ads. His most popular campaign was an ad for Hyundai that received more than 19 million views on YouTube.
Things to consider before partnering with Influencers
As Adweek says, it’s important for brands to carefully select their creator partners, focusing on the ones with actual talent and authentic subject matter expertise. In order to success you need to choose an authentic influencer and create a relevant content strategy that will work for your brand. According to DMA Solutions, 61% of women said that content doesn’t feel genuine would deter from engaging with sponsored content. What is more, more than 30% female consumers said they have unfollowed an influencer because of too much sponsored content. The underlying strategy and research is very important because it will affect your brand’s reputation and engagement rates.
Digital Marketing Institute says that 57% of companies now use influencer marketing and 21% is planning to add this to their strategy in the coming year. What are you waiting for? You should now understand the social media influencer impact, so do your research and find the best fit that is a positive representation of your brand and you can witness some great results very soon!