What Is an Influencer Marketing Campaign? | MODERNSPEAK

Kristyn Snell (She/Her)

April 30, 2024

Influencer sitting preparing to create an influencer marketing campaign

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.

What Is Influencer Marketing?

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. 

Types of Influencers

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:

  • Nano Influencers: These are the smallest type of influencers with 1K to 10K followers. 
  • Micro Influencers: A target for many brands for their cost-effective nature, micro influencers have anywhere from 10K to 100K followers.
  • Macro Influencers: Internet-made celebrities, macro influencers have between 100K to 1M followers and often have other ventures related to their niche.
  • Mega Influencers: These influencers have incredibly high follower counts of over 1M, but they’re often celebrity influencers, politicians, athletes, and other prominent figures.

Influencer communities are a powerful way to connect with new groups in your target audience

Influencer Marketing Campaigns

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.

Why Influencer Marketing Campaigns Are So Effective

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.

Influencer Marketing Benefits

Effective influencer marketing can:

  • Increase Brand Awareness: Influencers introduce your brand to their community of followers which can expand your reach. Their endorsement can also boost the memorability of your brand or products because of the way it’s presented.
  • Target Exposure: Influencers often have niche markets with specific interests. Choosing the right influencer means putting your brand in front of an aligned audience.
  • Build Authenticity & Trust: Influencers often have trusting audiences that turn to them for solid recommendations. When they recommend a product or service, it’s often seen as more trustworthy than traditional advertising. 
  • Boost Conversion Rates: Trusted influencers can influence buying decisions, resulting in higher conversion rates than other marketing channels.
  • Craft Compelling Content: Influencers are skilled at creating content. Collaborating with them means presenting your brand in a creative light to a highly engaged audience.
  • Be Cost-Effective: Influencer marketing can be cost-effective, especially when working with micro or nano influencers.
  • Improve SEO: When influencers you collaborate with share content that links back to your website, SEO (search engine optimization) can improve, resulting in more organic traffic.
  • Provide Feedback & Insights: The feedback and engagement received from an influencer's audience can help inform future product development and marketing strategies.
  • Encourage Scalability: Influencer campaigns can be easily scaled. You can start small with niche influencers and expand to larger campaigns with more prominent figures as your budget grows.
  • Ensure Flexibility: Influencer marketing allows for flexible campaigns. Brand collaboration can mean one-off influencer campaigns or developing long-term partnerships.

Influencers can reach your audience effectively and authentically

Is Influencer Marketing Right for Your Brand?

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:

  • Brand alignment. Your brand’s values and the influencer's image must align for the campaign to be successful. This is possible, but it can take a fair bit of research.
  • Budget. Top-tier influencers come with top-tier prices. Be sure you can take on this investment or choose a nano or micro-influencer. 
  • Over saturation. Some markets are flooded with influencer marketing and some aren’t. Hiring an influencer is likely a good idea if your market is just right.
  • Crisis management. Worried about impending crises when working with individuals? Opting for a public relations campaign can help negate the stress. 
  • High-risk sectors. Do you run a finance or pharmaceutical company? Influencer marketing may be challenging without strict regulations. 

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.

Experience Brand Growth with Influencer Marketing

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.


How do I find the right influencer for my 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.

How much does influencer marketing cost?

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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