Influencer marketing is the most effective type of marketing. It can be employed to improve brand awareness for online businesses particularly. Instagram is the biggest influencer marketing platform. Its usage has increased 10 times in the recent 5 years. This platform has over 1 billion users.
The amount of influencer marketing agencies also increased 10 times in 2019. This platform is predicted to increase to 22.3 billion dollars in 2024 from 9.7 billion dollars in 2019 (ER – Germany. 2020). This is a huge leap for the digital marketing industry. According to the 2020 review, companies are generating 5.78 dollars on each dollar they spend on influencer marketing.
According to a recent study, 91 percent of sellers find influencer marketing efficient, 78 percent of thinking of investing in influencer marketing, and 66 percent have decided to spend more on on influencers.
Most Popular Influencer Marketing Networks
In the recent years, social media networks have become more popular. Studies show that Instagram is used in 68 percent of the total influencer marketing, TikTok – 45 percent, Facebook – 43 percent, and YouTube – 36 percent (Haenlein et al., 2020).
This proves that video content works best for online businesses and gains more popularity in influencer marketing.
How to Find Ideal Influencers?
Check Your Followers
Observe the accounts that are following your social media websites and pages. It is likely that you will find influencers themselves in your follower list!
Compare all influencers you found and select someone with a high following for instance 10 thousand followers. Their posts should be related to your industry in one way or another. It would be easy to build a working relation since they already like your brand.
Analyse the Social Platform to be used
For online businesses, Instagram, Snapchat, Facebook, TikTok, Twitter, and YouTube are the most commonly used platforms by influencers. For example, with 1 billion users, Instagram has been used by multiple companies to create brand awareness and attract more customers.
Likewise, Snapchat was famous for its real-time thrill in the beginning. But now it includes multiple shopping features for online businesses, enabling them to accomplish their marketing goals.
Check Influencer Lists
You could also search for the famous influencers of your industry through Google. If you are a clothing brand, for instance, you can search for famous clothing influencers on Facebook. This would provide you with a quality based result. This is a great way to find micro influencers. Similarly, if you are a writing agency that specialises in marketing, you would want an influencer who can promote your marketing essay topics.
However, influencers can also be found by manual searching on particular platform you intend to use. For instance, you may look for particular hashtag trends on Twitter and create a list of micro influencers who have the best audience engagement.
Use Influencer Tools
Using influencer tools like Klear, Pixlee, or Grin is a highly effective but costly method of findings influencers. Such tools are particularly designed for influencer marketing and possess detailed records of countless influencers.
Some tools like Klear have a built-in influencer network through which you can directly contact the influencers. This is highly efficient because it allows brands observe influencer statistics, engagement ratio, views, and a lot more from their recent campaign database.
Use Database Tool
Simple database tools can also be used to find and interact with famous influencers. The most common example of this is the Ninja Outreach. It contains thousands of influencers and their contact details that can be used by brands looking for good influencers. This has made it a hundred times easier to find influencers relatable to your niche.
These kind of tools are highly effective since they possess cutting-edge research features. You can run your searches through a number of filters like; age, sex, followers, keywords, location, audience engagement ratio, industry or niche, trending hashtags, and content category. This kind of information will help you target the most relatable influencers that match your requirements and connect with you customer profile.
What Are The Steps To Arrange An Influencer Campaign?
Set out Rules
In the beginning, you have to decide the kind of influencer campaign you wish to see. You should also finalise the category of content you want from the influencers. Lastly, you should inform them of the audience engagement you are expecting
If you want maximum traffic on your website, more Instagram story and bio clicks will be required. Likewise, if you want to increase your brand awareness, the influencers will concentrate on the engagement. There is different type of influencer campaign for every e-commerce goal and target.
Contact the Influencers
You should note down your requirements and make a list of potential influencers you wish to work with. Then you should contact them using whichever means available. The average response rate is 20 to 30 percent. Based on this, you should contact 100 influencers if you need 20 for your campaign.
Decide Terms and Conditions
Discuss the terms and conditions of your contract with the influencers. The demand usually varies from influencer to influencer and the price for every content is different. This way, you can only work with the influencers who agree with your terms and conditions of payment.
For safe side, you can request them to share evidence of their audience engagement and demographics. This will make it easier for your brand to decide which influencers would work best for your advertisement campaign.
Observe the Content
Make sure to get the content from the influencers before they upload it. This is an essential habit because you are the ideal judge for the type of content that works for your brand. Besides, influencers may have misspelled the company’s name which could cause problems. Maybe you wanted them to add a hashtag saying Buy Marketing Essay and they did not. Or perhaps they forgot to mention the new discount you are offering on your essays.
Upload and Analyse
After uploading the content, it will take some time to kick in. Analyse the number of impressions, likes, comments, and views. You may also check your website traffic throughout the campaign.
Analyse and document this data on record in company’s CRM. Develop an internal database of campaign results. This will help you improve your next campaign for the business.
Bibliography
ER – Germany. 2020. Traditional Marketing Vs Digital Marketing. Online Available at: https://eazyresearch.com/blog/traditional-marketing-vs-digital-marketing/ Accessed on [23 June 2022].
Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J. and Welte, D., 2020. Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co. California management review, 63(1), pp.5-25.
