To plan the best strategy, brands must first evaluate what they want to achieve with their campaign. We have broken down the objectives that can be met with an influencer marketing strategy.\u00a0<\/span><\/p>\n\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 Awareness\u00a0<\/b><\/p>\n
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Influencer marketing is a great way to raise brand awareness; the smallest of brands can quickly catch the awareness of their targeted audience via an influencer. Plan the perfect strategy by choosing the best social channels and an influencer whose profile matches your brand and can reinforce your brand\u2019s identity and expose this to your target audience. Ensure that your brand is visible at all times and that the content isn\u2019t just about the influencer but about what your brand can bring to the user.<\/span><\/p>\nProduct launch<\/b><\/p>\n
Using an influencer to bring awareness to a new product launch is a great way to drive sales. The content should come across as a review. Users on social platforms are always looking for inspiration. Hence why Pinterest is rapidly becoming a popular app. Not only can you target users who already use a product or service similar to what your brand has to offer, but you can find potential customers who have never heard of your brand.\u00a0<\/span><\/p>\nEngagement\u00a0<\/b><\/p>\n
Influencers often have high engagement rates because users see them as normal human scouting for the best products or services that can be trusted. Many influencers, especially in the beauty and fashion industry, began making videos reviewing multiple products and brands and analysing their standards. Users share their own opinions, reviews and suggestions, and engage and consider the influencer\u2019s opinion before their next purchase. Engagement rate is a great metric to evaluate whether or not an influencer campaign is effective. <\/span>Measuring the impact of your campaign is important to ensure that your actions are driving results. The data can provide insights and learnings about your target audience that will benefit and improve other campaigns.<\/span><\/p>\n <\/p>\n
Finding the right influencer- Micro VS Macro<\/b><\/p>\n
As previously mentioned, finding the right influencer is imperative to carrying out the best campaign. When deciding which influencer will be the most effective, you must consider:<\/span><\/p>\n\n- Who they are<\/span><\/li>\n
- How many followers do they have & what platforms do they use<\/span><\/li>\n
- Where their audience is located<\/span><\/li>\n
- What content do they post\u00a0<\/span><\/li>\n
- If their values synchronise with your brand<\/span><\/li>\n<\/ul>\n
Influencers are the most beneficial when they fit coherently with your brand; make sure that the influencer isn\u2019t promoting a product or service that contradicts the interests of their audience or personal brand. Like audience segmentation in paid ads, you wouldn\u2019t promote a product or service to an audience that has no interest in your brand or what you sell. Each influencer has an audience that matches their interests, hobbies or lifestyle. Users are always looking for inspiration, and influencers can play a significant role in providing users with great content which inspire them to buy, try and even make a significant change within their lives. In today\u2019s digital age, you can find an influencer for every industry.<\/span><\/p>\nFrom mental health to hair and beauty to DIY, there is an influencer for most if not every market. Influencers range from mega, macro, micro or nano, depending on their following. Mega and macro-influencers have the highest reach, it was previously reported that <\/span>Kylie Jenner charges $1 million per sponsored social media post. If your objective is to raise awareness, choosing an influencer with a higher following would best fit. Your brand will have to be equipped enough to handle the mass attention and customer demands by choosing this influencer. Brand reputation plays a crucial role in brand awareness, and not being able to handle the demands or not being ready for the traffic can damage your brand.\u00a0 One of the benefits of working with an influencer with a heavy following is that your brand will be exposed to large audiences, but they are most expensive; therefore, it should only be considered if it is within your budget.<\/span><\/p>\n <\/p>\n
Micro and nano influencers usually produce content for specific or niche markets and communities because they have a smaller audience that engages more with their content. These smaller influencers are deemed more authentic, have more rapport with their followers, and engage regularly. Understanding your target audience will help you decide which type or set of influencers are best for your marketing strategy.\u00a0<\/span><\/p>\n <\/p>\n
How do we measure the impact of an influencer strategy?\u00a0<\/b><\/p>\n
Each metric is measured differently. Sabrina Molina, Influencer marketing Specialist explains, \u201cThere are many different metrics to measure the results of a campaign, but they are each calculated differently\u201d.\u00a0 For example, <\/span>engagement is calculated by interactions (comments + likes on a post), divided by the number of followers, and multiplied by 100 to get the percentage. <\/span>Providing a specific discount code for each influencer is a great way of increasing sales and measuring the influencer’s impact and content.\u00a0<\/span><\/p>\n\u00a0Measuring the impact of your campaign is important to ensure that your actions are driving results. The data can provide insights and learnings about your target audience that will benefit and improve other campaigns.\u00a0<\/span><\/p>\nBest practise tips<\/b><\/p>\n\n- \u00a0<\/b>Ensure that the content of the influencer matches the tone of your brand.\u00a0<\/span><\/li>\n
- \u00a0Note how the influencer interacts and engages with their audience and what content they suggest raises the engagement rate.<\/span><\/li>\n
- Choose an influencer who knows your brand and is interested in the products or services that are being promoted, the more they know, the more opinions they have, the more authentic their content will come across to the users.<\/span><\/li>\n
- Supply a discount code to increase sales and track how beneficial the influencers are to your campaign.<\/span><\/li>\n
- Test your content and use different influencers to optimise your campaign and drive results!<\/span><\/li>\n<\/ul>\n
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The effect of an Influencer\u00a0 Influencer marketing has helped many companies expand their customer reach, raise brand awareness and exceed sales. But social media platforms are overly saturated with sponsored posts. Users are looking for genuine reviews on products and are observant of cynical ads by brands and overly promoted products or services that fail […]<\/p>\n","protected":false},"author":21,"featured_media":14834,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[897],"tags":[],"class_list":["post-14774","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/posts\/14774","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/comments?post=14774"}],"version-history":[{"count":0,"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/posts\/14774\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/media\/14834"}],"wp:attachment":[{"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/media?parent=14774"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/categories?post=14774"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/tags?post=14774"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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