Founder and CEO of Glewee, the fastest and easiest all-in-one platform to connect, collaborate & execute influencer marketing campaigns.
Whether you’re scrolling, double tapping or sharing, the rise of social media and the digital boom has forced brands to get creative in their approach to attracting and retaining their target audience. Platforms like TikTok, Instagram and YouTube have morphed into consumer hubs for news, entertainment and education, making niche experts a beacon of trust, dependability and influence. As a result, brands should consider prioritizing influencer marketing, making it a critical part of a forward-thinking digital marketing strategy.
Influencer Marketing Explained
Influencer marketing has erupted over the past few years, leaving massive clues to the future of digital marketing. So, what exactly is influencer marketing? It’s a form of paid marketing where brands hire people with large social media followings to promote their products. When it comes to influencers’ impact, it’s not limited to one platform; their reach can run across the social media spectrum. An influencer can be a TikTok creator, journalist, blogger, activist, dog groomer—you name it. They’ve entered influencer territory if they have a committed following behind them.
So, what makes influencer marketing such an impactful tactic? It all boils down to trust. Influencers have amassed their following through authentic, consistent content while maintaining strong ties to their niche audience. As a result, followers have confidence in their recommendations and suggestions. A study shows 84% of shoppers have made a purchase recommended by an influencer. And it doesn’t stop with the influencer’s posts. Their followers can share their posts with their own personal social media network, expanding their exposure.
For brands, collaborating with influencers has a laundry list of perks—from helping build brand recognition, generating sales, creating user-generated content and more. At the core, it enables businesses to reach new and larger audiences that would otherwise remain untapped. Partnering with influencers can also be a very cost-effective option. Traditional advertising tactics may be pricier, whereas influencer collaborations can cost significantly less and have a higher return on investment.
As CEO of an influencer marketing platform, I’d like to share my insights with those looking to achieve the best results from their influencer marketing initiatives.
What Different Types Of Influencers Mean For Your Business
Influencers are typically valued by their impact on their audiences, varying between size and niche. But, when it comes to digital marketing, the number of followers isn’t always the most significant indicator of a successful influencer. It’s essential to know the different types of influencers and how they can shape the trajectory of your marketing goals. Let’s break it down:
A “mega” macro-influencer, also known as a celebrity influencer, is an individual with over 2.5M-plus followers. As the highest-ranking social media influencer category, they generate high engagement with posts. As such, it is important for brands looking to expand their audience in the social media world.
The next tier is the macro-influencer, with a following of 500K-2.5M. When an influencer regularly posts about their interests and niche, they generally have higher engagement rates based on their audience size since the consumers that follow them also have an interest in that specific niche. They are used to working with brands to promote products or services, making them a helpful tool for brand exposure.
Mid-tier influencers have 100K-500K social media followers. They have enough of a following to influence their followers’ purchasing decisions. Mid-tier influencers are generally more affordable for brands looking to showcase their product or service to a large audience. Brands must be discerning in choosing a mid-tier influencer, as their audience engagement rates vary significantly. It is particularly important that brands choose an influencer that is reliable and has an authentic following on social media.
Micro-influencers have between 25K-100K followers and are known for their personal, relatable content. Micro-influencers are a highly coveted resource for brands and businesses, as they have a uniquely targeted audience that tends to be more engaged. The likes, comments and shares of these particular influencers’ followers can result in higher conversion rates, making them a go-to option for marketing campaigns.
Finally, there are nano-influencers. They have an audience size of under 25,000 followers. Like micro-influencers, nano-influencers have established trust with their following, making them an effective option for brand and product promotion. In addition, nano-influencers’ affordability and general responsiveness to feedback make them an excellent partnership option. Commonly, brands will team up with a large group of nano-influencers over a small group of midlevel or top-tier influencers.
Thinking Long Term
An influencer collaboration isn’t just a flash-in-the-pan tactic. Considering the long-term relationship that can blossom from an influencer marketing campaign is important. Taking the time to source the right influencer can create a seamless experience for all parties involved. Plus, long-term relationships help build customer loyalty. Consumers will become familiarized with a product by a figure they trust, creating consistency and positioning that is vital for brand success.
Making Influencer Marketing Work For You
When looking to get started with influencer marketing, you should have a solid understanding of your target audience. Do some digging on social media to find your niche. There will be different influencers, different content and ultimately an entire community based around that niche.
It is best practice to find an influencer with an engaged audience. Engagement is more important than follower count. Reach out to the influencers with an engaged community who likes the content, leaves comments and actually cares about what the influencer has to say.
To ensure a successful campaign, I recommend spreading out your budget across a number of high engagement micro-influencers rather than one or two mega-influencers. You can reach a much more engaged audience and see better results across the board.
I believe influencer marketing is an essential piece of a successful digital marketing strategy. By working with the right influencers, you can reach new customers and expand your brand’s reach in ways traditional advertising simply cannot. Are you using influencers to reach your target market? If not, you may want to consider it—the results could be impressive.