4 steps to successful influencer marketing
Influencers, influencers, influencers…If you work in the marketing world (or even if you don’t), there’s a strong chance you’re hearing about “social media influencers” quite often. For those who have never heard of social influencers or are still a little confused by what exactly they do: Pixlee defines a Social Media Influencer as “a user on social media who has established credibility in a specific industry. A social media influencer has access to a large audience and can persuade others by virtue of their authenticity and reach.”
Essentially, through sharing content that users engage with, these individuals establish themselves, accumulate a large number of followers and become an asset to brands looking to reach new audiences.
Whether you’re already on the social influencer train or not, the fact remains that they’ve become a force in digital marketing that brands across all industries are investing in. If you’re considering an influencer campaign and are wondering if it’s a worthwhile investment for your brand, the short answer is: it can be.
As their time in the spotlight continues, user interests change and brands face new challenges in actually reaching influencer audiences effectively. The main issue brands face now is the oversaturation of influencer content across social media platforms, so an essential component of your influencer campaign strategy will need to focus on how you’ll cut through the clutter to reach your target audience.
Here are four important factors to remember when considering hiring an influencer:
Find your sweet spot with micro influencers
Your influencer campaign doesn’t need to break the bank by going after big names with millions of followers. “Micro influencers” have roughly anywhere between 5k to 500k followers on their social channels and are the crème de la crème of influencer marketing. They’re really hitting the sweet spot for brands because they cost less to acquire and tend to have a more niche, loyal following with a higher engagement rate than similar macro influencers. Unlike big-name influencers with massive follower counts and a much higher sponsored vs. organic content ratio, there tends to be a deeper level of trust and feeling of authenticity with micro influencers and their product/brand recommendations.
Look at engagement
No matter the scale of your influencer campaign, it’s important to look at more than just follower count. Check to see if their level of follower engagement (likes, comments, etc.), matches their follower count. Low post engagement with a high follower count could mean they’re posting too often or buying followers (although Instagram has been cracking down on these profiles) – overall, it’s a red flag signaling that users aren’t engaging with the content itself.
Remember your brand and your audience
Say you own an online retail shop and you’re looking to create an influencer campaign to increase awareness of your brand and drive traffic to your site. You plan to have five micro influencers take photos wearing clothing from your shop and have them share these photos across their social channels. Do you simply choose five female and/or male influencers who fall into the fashion category? Of course not! Your brand’s aesthetic and voice should extend to the people promoting your products/services/business. When considering influencers, make sure they align with the look and feel of your brand so their audiences are more likely to engage with your sponsored brand content on their channels.
Measure, measure, measure
After every influencer campaign, it’s essential to analyze campaign performance. Did this influencer meet the campaign goals you set for them? Did their quality of content meet your expectations? And on the partnership side of things, were they easy to work with? Did they respond promptly and meet all deadlines for content creation and social sharing? Analyzing the campaign and partnership allows you to identify mistakes and successes and allows you to develop stronger business relationships with on-brand influencers for continued success and future collaboration.
Interested in learning more about crafting a strategic, thoughtful influencer campaign? Contact us at firstname.lastname@example.org.