It’s no surprise that influencer marketing is becoming more and more popular. Studies have found that people are more likely to try new things and to buy the products that people they admire are using.
And so – influencer marketing became a strategy.
As more companies incorporate influencer marketing into their brand strategy and campaigns, it’s becoming more important to understand how it works. We also need to look at the power of what it can do. Only when this happens can marketers reach the full potential of a marketing campaign that makes use of influencers.
What is influencer marketing?
Influencer marketing is a strategy that can help brands reach their target audience in an authentic and engaging way. This method allows marketers to promote a product or service and establish engagement with the viewers.
It involves the use of influencers’ fame to promote a product or service.
Reaching new audiences with influencer marketing
1. Increased brand awareness
Social media is a powerful tool that involves influencer marketing. With so many people invested in an influencer, it becomes almost as easy as pie to reach a larger target audience.
Macro influencers
A macro influencer is a type of influencer who has a large following audience on social media platforms. They range from thousands to millions of followers. They have built a strong personal image and often have influence across multiple niches. Macro influencers include celebrities, well-known personalities, industry experts, and public figures.
Macro influencers are sought after by brands and marketers because they have a wide reach. It makes it much easier to expose your product’s image and brand message. They have a significant impact on their followers’ opinions and purchasing decisions.
However, nothing comes without a cost…right? Macro influencers are generally very expensive because they are known to show a significant impact.
2. Targeted reach
Influencer marketing is a great way to reach your desired audience. This is what a niche market refers to. Most influencers focus on specific entertainment such as sports, gaming, or even lifestyles. So, let’s talk about micro-influencers
Micro-influencers
Unlike macro influencers that we spoke about earlier, micro-influencers have a smaller follow count, but they have a specific niche. This type of influencer has a follow count of 10,000 to 100,000 and has a high engagement rate. It’s perfect for a company wanting to meet a desired or a specific audience.
Don’t underestimate the power of a micro-influencer for your brand. They are an effective way to boost ROI and to establish social proof and customer loyalty. Micro-influencers can be just as effective and at a lower cost! However, it’s important to choose the right influencer for your brand.
3. Trust and credibility
Influencers often have a strong bond of trust with their followers. When influencers recommend or promote your brand, their audience is more likely to trust the brand too.
Influencer marketing can establish trust and credibility in the following ways:
- Authenticity: Influencers build trust by being authentic and genuine in their content. They share their personal experiences, opinions, and recommendations, which resonate with their followers. Marketers should aim to collaborate with influencers who genuinely believe in their brand. This way, they can use their authenticity and credibility to reach new audiences.
- Expertise: Many influencers are considered experts or thought leaders in their respective niches. They have a deep understanding of their industry and are trusted sources of information or advice for their followers. When influencers endorse your brand or products as an expert in the field, it helps add credibility and increase trust among their followers. This is because they respect the advice or words of the experienced influencer.
- Transparency: Transparency is crucial in influencer marketing. Influencers who are transparent about their partnerships build trust with their audience. When influencers clearly state that they are working with a brand and share their genuine opinions about the products or services, it enhances their credibility. This in turn ensures that their recommendations are seen as true and honest.
- Engaging and relatable content: Influencers create content that is engaging, relatable, and resonates with their followers. They often share personal stories, provide helpful tips, and create engaging visuals or videos when editing. By using influencers who create high-quality content that aligns with your brand values, you can leverage their ability to connect with their audience. This leaves a good impression on the audience which will drive your sales and brand image.
- Social proof: Influencers act as social proof for your brand. When they advertise their positive experiences with your brand to their followers, it reinforces the quality and value of your product. This social proof helps to build trust among their audience who sees them as a reliable source of guidance. Not to mention that these followers also look up to these influencers and try to inhabit their routines as well as their products or sponsorships.
Collaborating with influencers who embody these qualities can enhance your brand’s reputation and attract new audiences who trust the influencer’s opinion and recommendations.
4. Amplified Content Distribution
Influencers generally have high engagement rates and metrics. Metrics are important when running an influencer marketing campaign. These metrics ensure that your content is being engaged while reaching new audiences.
Engagement Rate
Influencer engagement is an important indicator of an influencer’s overall performance. It’s important to understand an influencer’s engagement rate before the decision to collaborate is made. The engagement rate will influence brand loyalty and image as well as promote the product or service more. Most influences will have an engagement rate of 1% to 3%. This means that any engagement rate above 3% is great.
Follow count
The higher the influencer’s follower count, the larger the number of people you will reach. Follow rate refers to the average follow count that is maintained throughout a certain time. What you are looking for is when an influencer crafts and maintains a good relationship with their followers. This is because it will increase the influencers’ effectiveness. However, it’s also worth it to consider influencers going viral.
Influencers can create and share content related to your brand. They can do this in the form of reviews, endorsements, tutorials, or sponsored posts. This content is then shared on their social media with their followers. And, when people see this it increases the visibility of your brand and its message. Influencers often have a strong engagement rate. This makes it more likely that their followers will see, interact with, and share the content. These actions allow for a higher follow rate for your brand’s advantage as well. The result is a snowball effect of reaching even more people.
5. Improved content creation:
Collaborating with an influencer to create content can be a great way to reach new audiences. Influencers have a large following (aka audience) and as we spoke of in the previous point – there are tons of benefits.
Influencers are experts in creating extremely engaging and high-quality content. I mean, they do it for a living, so who would you rather trust? They won the hearts of their followers already. Because of them, you can ensure that the content they are advertising for you will 100% resonate with the people who already love them.
By partnering with an influencer, businesses can take advantage of their expertise to create content that wows people. This will not only benefit the influencer, but also the business. While the focus is on them, they will redirect all the much-desired attention to you, as more eyes will be drawn to the product in the content. Improved content creation through influencers is one of the best ways to attract new audiences and increase visibility.
Let’s wrap up…
Influencer marketing is an effective strategy to expand your reach and attract new audiences. It confidently presents itself as a tool for every audience who may not have been exposed to your brand otherwise. Better yet, people will love your product because they love the people promoting it.
Influencer marketing has proven that it reaches a larger target area through many aspects. From increased brand awareness and niche markets, to trust and authenticity, content distribution, and great content, it has you covered.