The media has changed and with it the content creators. Among many other things, one of the consequences of this new reality has been the emergence of new leaders of interest, the so-called influencers.
These are considered to be those people whose opinion is capable of mobilizing a large number of people , their followers.
As you might expect, someone with the ability to mobilize a certain audience is an added value for any marketing campaign, which is why influencer marketing is booming.
The why of influencer marketing
They began by giving their honest opinions about products and services through their personal social media accounts. They were the voice of a “friend” recommending or discouraging what they had tried. Their popularity grew and brands began to see the potential hidden behind them. No one believed in product advertising anymore, but they did believe in recommendations. The famous “word of mouth” taken to the next level.
Today, even though followers of influencers know perfectly well that there is a considerable amount of money behind product reviews, they still believe their words. They continue to trust the opinions of a person who not only shares a battery of commercial communications with them, but also their personal life.
At this point, you will understand that having them in your digital marketing campaign is very interesting because of the credibility they will give to your brand, but do you know how you should do it?
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How to introduce influencer marketing into your digital marketing campaign?
As with every marketing guide you've ever read, the first step in creating an influencer marketing campaign is to analyze and understand your target audience.
Find influencers.
Use social media to locate them and make a list of those that best fit your brand by theme.
Analyze the followers of the preselected influencers.
Once you have made a list of those influencers that could be a good fit for you, you must:
Check that your influencers' followers are real. Nowadays, the rate of fake followers, or boots, is very high. To check that the accounts meet the minimum requirements that you should demand, use a tool that provides you with a complete report, for example, Hypeauditor . We all have fake followers, but look for an influencer whose percentage of real followers must be higher than 75%, this will be an indication that they have not bought them.
Analyze the engagement rate. It will be of no use to you to work with influencers who have a thousand followers who are in line with your brand's interests if their impact on them is zero. Review their feedback, check the level of participation in the conversations and evaluate whether the response is adequate.
Check that their audience is aligned with your brand. Study the list of those followers whose audience and topic fit your interests and evaluate their true level of mass mobilization. Now that the fence has become smaller, put the influencers under the microscope. Of course, this is something you have already done previously, but at this point, you need to be much more thorough. Check that their image is beneficial to your company, which other brands they work with, how kuwait whatsapp numbers communicate and what they communicate. After that, decide what will be the best image for your company.
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Contact the influencers
With the decisions made, it's time to get in touch. The most professional ones will be hired by an agency, working with them will be like working with any other artist. The smaller influencers run their businesses themselves. Whatever the case, the right way to communicate with them will be with professionalism and care. Show them how beneficial it can be for them to work with your brand and everything your union can bring in terms of image. Keep in mind that they live off their credibility and they will not work with a brand that could harm them.
Prepare a dossier talking about your company and the specific campaign that the influencers will have to work on. Make them feel like an active part of the campaign and the company. Create bonds with them. Understand that they will be employees of your brand and treat them as such. Let them express their ideas and adapt yours to what best suits them, that way they will not work uncomfortably. The key to a successful influencer marketing campaign lies in the union of the image of the brand and that of the influencer, never in the imposition of one over the other.
Measure the results
As with any marketing campaign, measuring results is essential to understand the true scope of your strategy. To do this, you must keep an eye on:
Interaction rate : both with influencers and with the brand.
Visits and reach.
Website traffic : easily detectable via Google Analytics thanks to UTMS links.
Conversion : It depends on what you are looking for with the campaign, it can be sales or new registrations.
What do the numbers say?
The Socialpubli.com agency , specialized in working on influencer marketing campaigns, has conducted a study of advertisers with influencers in which they analyze the reality of this new marketing modality through a survey answered by 150 advertisers from Spain, Portugal, the United States, Colombia, Mexico and Peru.
This leads to the following conclusions:
Of the total sample surveyed, 93% use influencer marketing as part of their digital strategy.
30.2% use actions with influencers as a constant strategy compared to 62.8% who do so periodically or occasionally and 7% who never take them into account.
The actions that are usually carried out with the influencer marketing strategy are the promotion of content or the launching of campaigns. They are closely followed by the organization of events.
84% of respondents consider influencer marketing to be effective.
For the most part, advertisers who use influencer marketing aim to increase brand awareness and generate engagement, as they believe that this type of marketing gives them credibility and is the best way to reach their target audience.
The ideal profile of an influencer
The aforementioned study also analyses the ideal profile, according to professionals in the field, that influencers must have in order for marketing with them to be truly effective.
As you can see in the infographic, the number of followers does not determine the reach; there are many other things to analyze in order to choose those influencers that best fit your brand.