The Rise and Power of Influencer Marketing
The social media landscape is not how it was 10 years ago.
In the last decade, we’ve seen it grow rapidly in importance, with over three billion people using at least one social platform worldwide. With this growth in popularity, the term ‘influencer’ has become a commonly associated with social media, and is something that businesses are increasingly using to benefit their brands. From Facebook and Twitter to Instagram and Snapchat, there is no platform where you won’t find an influencer shaping people’s behaviours and decisions.
Software company Vuelio recently conducted a UK Bloggers Survey, looking into the benefits and trends of influencer marketing. With this in mind, we’ve put together a guide with everything you need to know about influencer marketing, and how you can use them to strengthen your brand…
Let’s take it back to the basics. What’s an influencer?
An influencer is an individual who has the power to affect the decision-making of others due to their authority, knowledge or relationship with their audience online. They have built a reputation and following for their knowledge on a particular topic, and they share regular posts on their platforms, generating interest in their own brand and increasing their numbers of dedicated followers.
There are four different types of influencer, and they will each do something different for your brand.
1. The Mega
This influencer has over 1 million followers, and is more of a celebrity. Think Kim Kardashian or Justin Bieber.
2. The Macro
This influencer has between 100,000 and 1 million followers, and is a mini-celebrity. They are recognised on the street, but do not have the worldwide celebrity power of The Mega. Examples of The Macro are Ashley Banjo and Izzy Judd.
3. The Micro
This influencer has around 5,000 to 100,000 followers. They usually have a focused interest or passion, and their followers relate to that. Examples of The Micro are Lauren Mahon and Lauren Causer.
4. The Nano
This influencer has between 1,000 and 5,000 followers. Although they have the least followers, they usually have the most dedicated following.
So, how can I use an influencer in my marketing strategy?
Influencers have the ability to encourage their followers to buy any product that they promote on their social media channels. With 11 people using social media platforms for the first time every second, there is something to be said for marketing to mass audiences on social media. Depending on what you want the influencer to promote will decide which type of influencer you use. Mega influencers are more suitable for promoting top-of-the-range products that will appeal to the masses, whilst macro influencers are perfect for reaching a broad demographic like young females or first-time mums. If you want to target a niche audience, for example those that are interested in vegan recipes, a nano influencer is the way to go.
There are many ways an influencer can help your brand. Depending on your budget, it can range from a simple sponsored post promoting your brand to their followers, to a wide-scale marketing campaign including videos, photoshoots and interviews with them as the face of the brand. Whichever you choose, your brand is guaranteed to reach a large number of people and attract new audiences.
Interested in using influencer marketing to excel your business? Check out our Social Content package to find out more.