Put simply, an influencer is essentially a person who’s really, really popular on social media. So popular in fact, they have thousands (maybe millions) of followers who follow along daily.
However, influencers are also talented creators, storytellers, and visionaries, so it isn’t hard to see why influencer marketing campaigns emerged as a way for brands to connect with their audiences.
As social media usage skyrockets, brand collaboration with influencers can increase brand awareness and reach potential customers. New to the world of influencer marketing? Consider this your crash course.
We’ll uncover the ins and outs of influencer marketing, why it’s so effective, and if it’s the right fit for your unique brand to ensure you’re getting the most from this highly beneficial industry.
Imagine you’ve got a new backpack. You could tell people about it yourself, or you could get someone who everyone listens to, like a well-liked student in senior year, to use it and show it off. When they pack their books in that backpack, suddenly everyone wants one.
In the world of social media, these popular kids are called influencers. They have tons of followers who watch their every move—whether they’re fashion gurus, tech wizards, or travel enthusiasts.
When a social media influencer shares something such as a post, a tweet, or a video, their followers pay attention, and that product gets noticed.
This method can be incredibly effective because it feels more like a recommendation from a friend than an ad, making it more likely for followers to want to buy or try it themselves.
Influencers typically fall into different categories—Travel, Lifestyle, Wellness, Fitness, and so on. Within each of these categories lies even more specific niches. For example, Clean Beauty, Veganism, or Pets.
As you can imagine, countless brands fall into these specific niches as well, which means the right influencer has a community of followers made up of the brand’s specific target market.
But that’s not where the differentiation stops. Influencer niches are further categorized by types of influencers grouped by follower count. There are four main categories, give or take a few thousand:
An influencer marketing campaign centers on the relationship between an influencer and your brand. The person you choose to promote your products or services will use popular social media channels like Instagram, TikTok, and YouTube to generate brand awareness.
Unlike celebrity endorsements, influencers have a deeper connection to your brand and their audiences. This is achieved through their loyal following, personal experience or knowledge of what they’re promoting for you, and their position as trusted figures within your niche.
Because influencers work independently, they work with you to integrate your brand messaging into their content decide how they’d like to portray it, and create their own content. This is how influencers promote authenticity, reach their target audience, and boost customer loyalty.
You can see some examples of influencer marketing campaigns in our Case Studies page.
Today’s technologies have given consumers endless choices and freedom over the content they want to see. Whether they're scrolling through TikTok or a specific hashtag they follow on Instagram, there's no shortage of content available.
What does this mean for today's brands? It means you need to overcome the challenge of reaching your ideal customers wherever they are, which is where influencer marketing campaigns come into the picture.
Influencer marketing solves that problem by enabling brands to find and directly advertise to their target audience, regardless of the niche. Today’s consumer makes buying decisions built on trust. They no longer rely on traditional marketing tactics and instead listen to real people's stories and opinions about a product or service.
If an influencer loves your brand, chances are their followers will love it too.
Effective influencer marketing can:
Now that you know what influencer marketing is, the different types of influencers, and the benefits they can bring, you may wonder how this will all work for your brand. The truth of the matter is that an influencer marketing campaign can be the right fit for many brands, but not all.
When deciding to pursue an influencer marketing campaign, be sure to consider:
Want all the results with less of the footwork? Trust an influencer marketing agency to find the right content creator for your niche. Agencies like MODERNSPEAK also offer public relations services to handle hurdles such as crisis management.
If you’re having trouble standing out in the digital crowd, you're ready for influencer marketing, and MODERNSPEAK can help.
We work with some of the world’s most popular social influencers and content creators to bring your brand’s story to life, resonate with those in your niche, and build trust with your target audience.
Call 1(587)414-7825 or email hello@modernspeak.co today to discover what’s possible for your brand.
Start by thinking about what your brand stands for and who your customers are. You want an influencer whose interests and followers match up with your products.
Check out their social media to see what kind of posts they make and how they interact with their fans. It's important that they post content that feels authentic and matches your brand's vibe.
Also, see how engaged their followers are. Do they comment, like, and share their posts? This tells you how much influence they have. Don’t just go for someone with a ton of followers; make sure their audience is the right fit for what you’re selling.
The specific cost of working with an influencer depends on many factors that vary from creator to creator, and niche to niche. This means collaboration opportunities exist across a wide breadth of project or campaign budgets.
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