Influencer Marketing 101
Over recent years, “influencer” and “influencer marketing” have been all the buzz. But what exactly is influencer marketing, and how can your business tap into that market?
Influencer marketing is when a brand or business partners with an influencer to reach new audiences. An influencer is someone with a strong online presence and a large following, but that can be broken down even further:
Nano-influencers have approximately 1,000 followers
Micro-influencers have 1,000-100,000 followers
Macro-influencers have
100,000-1,000,000
followers
89% of marketers who currently engage with influencer marketing will increase or maintain their investment in 2023.
Studies have proven time and time again that the majority of consumers trust word of mouth recommendations from friends and family above all else. Influencers have become an extension of that - an established figure who has built trust with their audience.
That being said, picking the correct influencer to work with can take some time and consideration as well. You will want to find someone whose values, topics, and audience align with your business, product, or service. Even the number of followers an influencer has can drive different results from your partnership with them.
Micro-influencers generate up to 60% more engagement than macro influencers.
Micro-influencers have a small but powerful following. They have a close-knit relationship with their audience and are able to have a higher level of engagement with them. Because they have a smaller following, they are often more flexible in their fees for partnership as well.
Macro-influencers have a larger and more diverse audience, as well as an established position within their community and areas of interest. Because of their popularity, they likely are experienced in working with brands.
Now that you’re interested in influencer marketing and have the breakdown of the types of influencers and the benefits, where should you be promoting your content with them? Determining the type of consumer you connect with will have an impact on which platform you use; however, there are specific social media platforms that have shown the highest results.
Instagram was the most-used influencer marketing platform in the United States in 2022.
Nearly
4 million Instagram posts were published using
#Ad in
2021 and that number has only continued to grow. With the addition of the Instagram shop function and the growth in popularity of reels and video content, Instagram has become the platform that has the most effective influencer marketing. Instagram is constantly updating its features to benefit its users and frequently asks what people are looking for and how the platform can be improved.
TikTok influencer marketing can embed advertisements within organic content that flow naturally, making their presence less obvious.
Much like Instagram, TikTok has had extraordinary success and is currently the top social media platform for short form video content. In partnering with influencers on TikTok, you will be able to incorporate your product, business, or service in a way that is engaging to the audience and doesn’t feel overwhelming.
TikTok influencers have an advantage over companies as they can connect with their audience in a way that feels natural. This ultimately benefits you, as your partnership will feel more personal to the audience and will have an established trust.
On average, businesses generate $6.50 in revenue for every $1 invested in influencer marketing.
Let's Grow Together
Now that you know about the benefits of influencers and influencer marketing, you may be considering adding this to your digital marketing strategy. If you would like to get started, and are looking for support with creating a strategy or reaching out to the right influencers for your brand, email us at
hello@thesmallsocial.com. We would love to set up a discovery call to discuss how we can help you achieve your marketing goals.
