In our highly digital age, influencer marketing is all the rage and very much thriving. So, what exactly is an influencer? According to Sprout Social, an influencer is “someone in your niche or industry with sway over your target audience” with “specialized knowledge, authority or insight into a specific subject.” Influencer marketing is a form of advertising that utilizes a person’s character and reputation to promote and support a brand, product, service or cause.
Influencers are beneficial because they are typically trusted and liked figures within a specific industry. According to a Harvard Business Review article, the influencer industry reached $16.4 billion in 2022, and over 75% of brands dedicate portions of their budget to influencer marketing.
As your brand builds its market strategy, consider using influencers to expand your reach and build authenticity. Here are some key points to consider when selecting your brand’s representatives.
Reach—Who will reach your target audience?
The influencer(s) representing your brand should have a following that reaches your target audience and beyond. This will ensure that your messaging reaches an appropriate audience that is likely to engage with the content and brand. Ultimately, influencers should expand your brand’s reach and do so in a productive and effective way.
Goals—What expectations do you have for this influencer?
It is critical to be clear and upfront with any potential influencers about the types of content goals that you want them to achieve. Ensure they understand these goals and will work with you to reach them. For example, if your brand aims to increase your following, your influencer could host a product giveaway with the requirements for entry being to follow your company pages and like three posts. If your brand’s goal is to increase product awareness, your influencer could record and post a product unboxing and review. There are many different ways to utilize influencers to achieve your brand goals.
Personality—Who’s personality aligns with that of your brand?
A key component of the success of influencer marketing is the relationship between the individual and their followers. Influencers share their values, interests and personalities to curate their personal brands. When selecting influencers for your company’s brand, search for someone whose personality aligns with your own.
Platform—What community have they built and what platform are they most relevant on?
Look for influencers with a strong community and following who will help expand your main consumer base. You should ensure that your possible influencer is active on the same social media platforms as your target audience. Additionally, see how audiences respond to their previous content. If there is negativity from past content, you don’t want to invite that to your own.
Outcome—What results can this influencer achieve for your brand?
Influencer marketing can drive higher engagement for your brand. With the right resources, engagement results will rise above traditional marketing engagement. When people see their favorite influencers using your brand, they will be more likely to trust their opinions and reviews and, therefore, make a purchase. Remember to regularly analyze your results and feedback to assess your marketing strategy. Overall, good influencers should be honest and authentic so that your brand is being represented in the best way possible.
With all of this in mind, it’s important to do your research to determine if influencers are the best fit for your brand and its marketing strategy. By considering all of these factors, brands can create meaningful relationships with influencers to create the best possible outlook to send to their audiences.