Sharing your brand’s message isn’t as simple as sending a few banner ads out into the world or having a stellar social media presence. A brand’s personality has to have a voice, and sometimes, that means literally, a person with a voice. Cue influencer marketing.
Word of mouth can often be the deciding factor in purchasing behavior, which is good for marketers who engage with influencers. In fact, Twitter indicates that nowadays, people trust influencers nearly as much as they would trust a friend. The trend has taken digital marketing by storm, with business booming like nothing in the industry. Top influencers are even making an income previously available only to C-Suite executives, with some being paid up to $1.M per Instagram post.
So, how do you know which influencer is right for your brand?
It’s not necessarily about the follower count, it’s about who those followers are, and what the engagement of the influencer looks like. Many different forms of influencer marketing are available. This includes sponsorships, contests, product placement, reviews and more. These tactics, when used with an influencer who aligns with the vision of your brand, can generate customer relationships by the millions.
The determining factor of influencer marketing is quality engagement. As the saying goes: “the best type of ad is the ad that doesn’t feel like an ad.” The influencer that can have the most natural relationship with your customers is the one that will bring in loyal buyers. YouTube influencer advertising, for example, has become extremely popular. This is because influencers are able to have an honest conversation with their audiences about products, services or companies in general. Plus, you’ll see more in-depth reviews, demonstrations, and real-world applications of what your company has to offer. Brand familiarity is a good measure, too, since YouTube creators are 4X more effective at driving lift in brand familiarity than those with celebrities.
The natural relationship with your desired audience comes from their bond with someone who lives out the characteristics they seek to obtain by using your product or service. When researching influencers, consider a few things:
- Social Media Presence
- Does this influencer have your desired level of reach on the platforms where your target audiences are looking?
- Aesthetic and Writing Skills
- Do their posts have a look, feel, and voice that fit with your brand?
- Follower Profile
- This will determine if the potential influence is worth projecting. Beware of accounts followed by a lot of bots or spam accounts.
- Profile of the Average User
- Discuss what the average age, gender, and demographic is of this person’s audience. Make sure their average subscriber is part of your target audience.
- Existing Relationships
- Make sure the influencer isn’t already partnered with a brand that could be a competitor or a conflict with your own.
- How Your Product Integrates Into Their Content
- Have an open, casual conversation with the influencer about what they do in their day-to-day life that could be made better by a partnership with your product or service. It’s not just about business, it’s about a relationship.
A strong, successful collaboration can turn into a long-lasting relationship that keeps you from constantly looking for influencers, and therefore confusing your customers with too many faces representing your company. By taking these steps and considering what it takes to form a successful partnership, your brand can grow like never before with the power of influencer marketing.
Still hungry for knowledge? Download our 2019 Digital Trends Report to learn more about influencers, audiences, and making your influencer marketing count.