Influencer marketing has taken the branding market with a storm. With the increasing features and popularity of social media channels like Facebook, Instagram, YouTube, and others, more and more micro-celebrities are coming up who have a niche arena that they focus on which makes them an ideal choice for endorsing a product.
Over 80% of startups and small established ventures had used or will be looking forward to using this method at least once in 2018. A research conducted by one of the influencer marketing platforms, traackr.com shows that 3% of the people generate 90% impact online.
Before we move on to who are these influencers and why and how one can find a right influencer for their product, let us first understand why it is an effective tool to meet one’s marketing needs:
There are various opinion leaders whom people follow, so from the target audience perspective, it is important to understand their influence circle and who they have defined as their niche. When it comes to customer spending; online content and their own social conversation hugely impact their decision-making process. What matters them the most is a single positive recommendation from a trusted source. In the social arena now, bloggers and channel owners with loyal followers are the new influencers.
Let’s find out who are these new influencers!
The new, tech-savvy, socially advanced individuals who know more about engaging digital media content than what brands and agency know can be considered as Influencer. What makes them a marketing superpower is the quality of content they produce for their niche followers. They produce content for their specific niche only, and not that is very generic.
These influencers are bifurcated in the following way:
Find the right influencer!
Despite a lot of successful campaigns carried out by such influencers, your entire money will turn down if you end up selecting a wrong one to market your product. To find the right influencer for your product, the following parameters will help you find your perfect match!
The Relevant one
The first and foremost thing of utmost importance is how aligned is the influencer to the product or service you want them to market for you. An influencer into the category of sports having a huge fan base doesn’t necessarily translate into sales for a gaming brand.
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Go with Quality over Quantity
Having the real follower is one of the most important metric ones should look at, as it is one important parameter that can be validated and quantified to check the success of the campaign. What is more important is the quality of the influencer reach rather than just a number wherein the followers are not much bothered about the product marketed! Apart from the number, what is more, important is the social channel that your influencer is using.
“Influencers are not just bloggers; they are your real partners who will carry your brand to the right target audience!”
Authenticity is the key
A wave of fake followers has been witnessed to pull in more followers. No one would follow influencer who doesn’t have good numbers. To get their numbers big, a handful of them try and rope in fake followers to build their future audience. The influencer you select should be the one whom you can trust with your Brand.
The engaging Posts and stories on an influencer’s timeline are the best metrics one should consider before choosing the influencer. The reach is comparatively higher with a good followers interaction & post sharing rate, as that will further build an organic audience.
Frequency matters most
Not always that a product once pitched to target audience will leave a lasting effect on their mind and can amend their buying decision. The frequency and modes of reiterating the product into the consumer’s mind are very important. A combination of frequency and engagement is required to motivate the visitor to click on the product and check the website.
If your influencers regularly post the best quality content, the audience is more likely to stay engaged & bookmark the post. Influencers who post less are more likely to have a high follower turnover rate, which might also reduce their loyal opinion following audience.
Social listening is one of the most important things one should look for to find the right keywords/hashtags and the influencer who can promote your product right. Look for social media channels and analyze how people perceive your brand. Listen to the ideas various influencers have for a better product placement. Covering all the points and approaching the right influencer might take a huge amount of time while hiring a right Digital marketing agency can make your task easy.
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