Influencer marketing helps your brand stand out. There’s just too much noise for traditional promotions to make an impact on your customers. But influencer marketing lets you reach new audiences and build trust with potential customers by leveraging the power of social media influencers.
But what is influencer marketing exactly, and how can it benefit your brand? In this guide, we’ll dive into the world of influencer marketing.
We’ll explore everything from the types of social media influencers to the types of collaboration, costs, challenges, and how to set up successful influencer marketing campaigns. Let’s get started!
- Influencer marketing is a powerful marketing strategy that uses online influencers to increase brand awareness, social media reach, and brand authenticity.
- Your influencer campaign will be different based on whether you work with mega-, macro-, micro-, or nano-influencers. The type of influencer posts you collaborate on will also change your campaign, goals, and overall costs.
- Your influencer program will succeed or fail based on the different influencers you work with and will impact anything from audience perceptions of your brand’s message to your social media credibility.
- You must clearly define collaboration with any social media influencer in all parts of the relationship, from your campaign goals to the collaboration content types and the post regulations you’ll need to follow.
- Influencer Marketing Meaning
- 3 Benefits of Influencer Marketing
- The 4 Types of Influencers
- Types of Collaborations With Influencers
- The Cost of Influencer Marketing
- Examples of Influencer Marketing Campaigns
- 3 Steps to Develop an Influencer Marketing Strategy
- Common Red Flags for Influencers
- How to Collaborate With Influencers
- Mistakes to Avoid in Influencer Marketing
- How to Track Your Influencer Marketing Campaign
- Influencer Marketing Best Practices
- Influencer Marketing Tools and Platforms
- The Future of Influencer Marketing
- Final Thoughts
Influencer Marketing Meaning
Influencer marketing is a type of social media marketing that involves partnering with influential individuals online, often referred to as “influencers.”
These influencers have a strong online presence with a dedicated and engaged following. This following allows them to promote products or services effectively and shape brand perceptions.
You can build an influencer campaign on almost every social media platform, including Instagram, YouTube, TikTok, Facebook, and more.
What Influencer Marketing Is Not
Influencer marketing is not a form of advertising or sponsored content. Instead, it is a mutually beneficial collaboration between brands and influencers, with both parties gaining something from the partnership.
Instead, a successful influencer marketing campaign involves the creation of unique content that leverages the influencer’s creativity. The goal is to deliver an honest and genuine brand representation that engages the influencer’s audience with valuable and authentic insights.
3 Benefits of Influencer Marketing
According to Influencer Marketing Hub, the influencer marketing industry is expected to reach more than $20 billion in revenue. Working with brand influencers has become a core marketing tactic, thanks partly to the following benefits.
Increased Brand Awareness
One of the primary benefits of influencer marketing is the ability to boost brand awareness. By partnering with a social media influencer, your brand will gain exposure to new audiences who have never heard of you.
Influencers will showcase your product or service and create unique content that resonates with their followers. This can lead to a boost in brand visibility, ultimately resulting in more eyeballs and customers.
Targeted Audience Reach
Influencers tend to have a specific target audience that follows them for their unique content within a particular niche. Examples include fashion, beauty, and fitness. You’ll often see this with TikTok or Instagram influencer marketing.
By working with a specific influencer, your brand will directly reach your desired target market and ensure your marketing efforts are focused and relevant. This targeted reach leads to higher engagement and conversion rates for your brand.
Authenticity and Trust
Influencer marketing works in part because these key influencers have already established themselves as trustworthy and authentic individuals within their communities. You can tap into this existing trust and authenticity.
Your products or services become more appealing to your audience when leveraged through the personal brand of social influencers. Influencers act as brand ambassadors, using their personal experience with your products to create genuine endorsements.
The 4 Types of Influencers
What is a marketing influencer? Most marketing experts classify influencers into four types based on the size of their audience. These include mega-, macro-, micro-, and nano-influencers.
What Are Mega-Influencers?
Mega or celebrity influencers are the highest-tier influencers and often consist of personalities with millions of followers.
These influencers have enough reach to shape broad consumer behavior and public opinion, which makes them suitable for large-scale campaigns. Think Christiano Ronaldo, Kim Kardashian, or Selena Gomez.
It is expensive to partner with influencers on this level and is a sensible option for global brands. Celebrity endorsements work best for broad brand awareness campaigns that don’t need high levels of engagement.
What Are Macro-Influencers?
Unlike mega-influencers, macro-influencers have between 100,000 and 1 million followers. As a result, they tend to have a more focused audience in a specific industry or personal niche.
These influencers are authorities in their niche. They’ve built a strong reputation with their audience and tend to see high engagement levels.
As a result, working with macro-influencers is still expensive but can offer a more targeted approach. With the right partnership, you can establish strong brand loyalty through increased trust and credibility.
What Are Micro-Influencers?
A step below macro-influencers, micro-influencers boast followings of 10,000 to 100,000. They are best known for their strong connections with their audience and will lead or display strong credibility within a tight-knit community.
They are genuine and relatable, but they often focus on a specific niche or platform. They’re especially beneficial to work with for specific marketing channels, such as Instagram or YouTube.
In exchange, you should receive high engagement metrics along with a level of relatability and authenticity that larger types of influencers likely won’t get you.
What Are Nano-Influencers?
Nano-influencers are more peers than experts in the eyes of their followers and are considered the lowest influencer tier, with a follower count of fewer than 10,000.
As a result, their connection with their followers is genuine and often builds on personal relationships. Nano-influencers are the right fit for local and highly targeted campaigns.
Working with nano-influencers is also a great way to test the waters of influencer marketing. They tend to be low-cost, easy collaborations.
Types of Collaborations With Influencers
An effective influencer marketing strategy requires finding the right influencer type and clearly defining how you’ll work together.
The most common types of influencer collaborations include sponsored posts, product reviews, giveaways and contests, brand ambassadorships, social media takeovers, and event coverage.
The type of collaboration you choose will depend on your campaign goals and the specific influencers you’re working with.
Influencer Sponsored Posts
Sponsored posts are the most common form of collaboration with influencers. Influencers create content featuring a brand’s products or services, which they then share on their social media channels.
Your brand then has the choice of sharing it or even sponsoring the post. You will need to identify the post as sponsored content with a specific hashtag or tagline included to ensure Federal Trade Commission (FTC) compliance.
Influencer Product Reviews
Influencers provide feedback on a brand’s products or services in the form of product reviews. They can share these reviews on social media or through dedicated review platforms, which gives followers an honest and reliable source of information.
Product reviews can be an effective way to create trust with potential customers. An unsponsored positive review is especially powerful.
Of course, you do incur the risk of a negative product review; however, a strong influencer relationship can potentially mitigate this.
Influencer Giveaways and Contests
Giveaways involve influencers giving away or discounting products or services from your brand, often in exchange for a post or special hashtag. An alternative is social media contests, where the influencer’s following compete for your product as a prize.
Contests and giveaways can generate excitement and lead to a surge in brand awareness. They can also drive organic sales from followers who missed out on the winnings.
Influencer Brand Ambassadorships
Brand ambassadorships are a long-term form of collaboration between brands and influencers. The influencer becomes the face of a brand and produces promotional content that resonates with their audience.
This type of collaboration is highly effective. It creates a genuine connection with customers, increases loyalty, and builds trust with potential buyers. Of course, it is also the most expensive and complex to set up as influencers have to strongly align their brand with yours.
Influencer Social Media Takeovers
For this type of marketing, the influencer takes over your brand’s social media account for some time, usually a few hours or a day.
During that time, they’ll post content that resonates with their audience while still connecting to your brand messages and priorities.
This type of collaboration can generate excitement. It also leads to an influx of new followers for your brand, as the influencer’s followers gravitate toward your account to see the content.
Influencer Event Coverage
Collaborating with influencers on event coverage can generate awareness and enthusiasm for the event within a specific niche or community.
Individuals or multiple influencers attend your event and create social media posts about it. Sponsored posts, reviews, videos, and takeovers can all serve to promote the event.
As a result, you can generate buzz around your event while driving ticket sales and reservations.
The Cost of Influencer Marketing
The cost of influencer marketing campaigns can vary drastically depending on influencer reach and engagement rates, collaboration and content type, campaign scope, and the brand and influencer’s industry.
For example, you would potentially pay $100 for a single Instagram post through a nano-influencer but more than $1 million for a long-term partnership with a mega-influencer.
Generally, influencers charge a fee per post, with higher fees for longer-term engagements. Additionally, you need to factor in the content production and advertising costs, as well as any other associated expenses.
Examples of Influencer Marketing Campaigns
Nearly every major brand now engages in some type of influencer marketing to broaden brand awareness and engagement.
Here’s a look at three influencer marketing examples:
Glossier has become one of the most popular beauty brands on social media, thanks in large part to its influencer campaigns. One of their most successful campaigns was the #glossierpink campaign, where they encouraged their followers to post pictures of themselves wearing pink.
They worked with influencers to promote the campaign and sent out pink swag boxes to influencers, making it clear that they were part of a select group of people who were part of Glossier’s inner circle. This approach worked well, and the campaign went viral, with thousands of people posting pictures of themselves in pink and using the hashtag.
Airbnb’s Superhost campaign was one of their most rewarding influencer marketing campaigns. They partnered with a select group of Airbnb Superhosts who shared their personal stories of hosting and what it’s like to welcome strangers into their homes. The influencers were given a platform to share their stories, and the campaign was very successful, resulting in increased bookings on Airbnb.
Huda Beauty is a well-known beauty brand with a lot of influencer marketing success. One of the campaigns that stood out was their collaboration with influencer and celebrity Jackie Aina, who created a tutorial using their new foundation. The video was posted on both Jackie’s and Huda Beauty’s social media channels, and in just a few days, it was viewed over 1 million times. The campaign resulted in a lot of buzz, and the foundation sold out in many stores.
3 Steps to Develop an Influencer Marketing Strategy
Influencer marketing is at its best when it’s a strategic effort. These three steps can help you get there.
1. Set Your Marketing Goals
Before diving into your next influencer campaign, it’s essential to establish clear objectives. Your campaign expectations should include increasing brand awareness, driving sales, expanding into new markets, improving brand perceptions, and more.
Well-defined goals will help guide your campaign and measure its success. Make sure your goals are specific, measurable, and achievable to ensure your strategy aligns with your brand’s overall marketing objectives.
2. Identify the Right Influencers
Choosing the right influencers for your brand is a crucial step for the success of your campaign. Some factors to consider when you research influencers include their niche or area of expertise, their audience size and demographic, and their content and engagement quality.
The right influencer should align with your brand’s values and messaging, thereby ensuring that their content resonates with your target audience.
You should search for keywords or hashtags relevant to your industry and take a look at the most successful content before starting your influencer outreach campaign. You should also use dedicated influencer marketing platforms or perform social listening for brand and industry keywords in your influencer search.
3. Define Your Influencer Marketing Budget
Determining how much to pay influencers is challenging since compensation varies greatly. Start by setting a budget for your influencer marketing campaign.
Allocate funds for influencer compensation, content production, and any additional marketing expenses. Your budget can help you find influencers who work within your scope.
Common Red Flags for Influencers
Even the biggest social media star will hurt your brand if the fit isn’t right. When selecting influencers, look out for red flags that indicate potential future troubles in the partnership.
Common red flags include the following:
- Low engagement rates
- Past controversies or negative feedback
- A mismatch with your brand’s values, voice, or messaging
- Lack of transparency on budgets or content strategy
Additionally, monitor for influencers participating in bot or follower fraud, as this can harm your campaign’s reputation and result in a low return on investment.
How to Collaborate With Influencers
It’s time to start collaborating once you’ve identified the influencers you’d like to work with.
- Make it mutually beneficial: Offer something of value to the influencer, like monetary compensation, free products, or exclusive access to content.
- Establish clear expectations from the beginning: Create an outline of the collaboration and send it to the influencer, including any content requirements or deadlines.
- Share clear campaign guidelines: This includes which social media platforms to focus on, if you have any posting requirements or content deadlines, and what specific messaging or hashtags you need to include in posts.
- Find a balance between brand consistency and creative freedom: This will lead to more authentic and engaging content that appeals to their audience.
- Communicate openly: Most influencers will have questions about the collaboration or specific elements. Respond to these quickly with in-depth responses to ensure a smooth partnership.
Mistakes to Avoid in Influencer Marketing
If you manage your campaign incorrectly, influencer marketing will backfire. In order to create a successful influencer marketing strategy, you’ll want to watch out for the following mistakes:
Not Researching Influencers
It is important to research your influencer’s background, past content, and engagement rates to avoid a mismatch in brand messaging and values.
Neglecting to Establish Clear Guidelines
Always establish clear guidelines between yourself and the influencer. Only clear guidelines and expectations can lead to a successful collaboration that meets everyone’s marketing and content goals.
Ignoring FTC Regulations
Familiarize yourself with FTC influencer guidelines to avoid potential legal action and damage to your brand’s reputation.
Not Monitoring Campaigns
Monitor your campaigns to avoid ineffective partnerships and content that fails to reach your target audience.
How to Track Your Influencer Marketing Campaign
It’s important to track the progress of your influencer marketing campaign once it’s underway.
You can measure the success of your campaign by tracking key performance indicators, such as engagement rates, impressions, website traffic, and sales. You will gain valuable insights into the effectiveness of your campaign by analyzing these metrics.
For example, impressions and engagement rates metrics matter if you’re looking to increase brand awareness. Similarly, web traffic and sales work better for conversion-focused goals.
Use analytics tools to measure the success of your campaign. Google Analytics can help with any website-based metrics, while platform-specific tools like Instagram Insights measure reach and engagement.
Additionally, monitor content regularly to ensure influencers are posting as agreed and adhering to brand guidelines.
Influencer Marketing Best Practices
Every influencer campaign is unique; however, these general best practices will apply regardless of your industry, scope, and campaign goals.
Navigating Influencer Marketing Regulations
You should always follow FTC guidelines for influencer marketing. That includes proper disclosure of sponsored content and ensuring that influencer endorsements are genuine and not misleading.
If you maintain transparency and follow these regulations, they can protect both your brand and the influencers you work with.
Maintaining Brand Reputation
Partnering with influencers has a significant impact on your brand’s reputation. Ensure the influencers you collaborate with align with your brand’s values and messaging.
Monitor their content and behavior to ensure consistency with your brand’s image. This will help protect your brand reputation while promoting a positive and authentic relationship with your chosen influencers.
Adapting to Changing Social Media Algorithms
Social media platforms are constantly evolving, and staying informed about any updates to their algorithms or features is crucial to success.
Adapt your influencer marketing strategy to any changes you see. This helps to maintain visibility and engagement and ensures that your campaign remains effective and relevant over time.
Influencer Marketing Tools and Platforms
Management of influencer campaigns is usually manual or automatic; however, the right influencer marketing platform will streamline your approach. A few examples include Aspire, CreatorIQ, Upfluence, Grin, and others.
These platforms can help you discover influencers, manage your campaigns, and track performance. They become especially valuable as you look to scale your campaigns, which will save you time and resources while optimizing your campaign performance.
The Future of Influencer Marketing
Influencer marketing will likely continue to evolve, with new platforms and technologies shaping the landscape. This means you’ll need to continue adapting your strategy to remain relevant and competitive in the ever-changing world of social media marketing.
Here are some predictions:
- Micro-influencers will continue to rise, driven by the demand for relatability and authenticity.
- Vertical videos will continue to gain popularity among mobile users, influencing marketing strategies.
- Artificial intelligence will revolutionize influencer marketing, detecting fraud and improving influencer selection.
- Transparency and authenticity will be essential as consumers become more discerning.
- Social commerce will expand, allowing influencers to generate income through direct sales on social media.
Influencer marketing has proven to be a powerful marketing tool. If you use it effectively, you will increase your brand awareness, reach targeted audiences, and build audience trust.
Now that we’ve answered the question, “What is influencer marketing?” you can implement a strategy for your brand.
Do it right, and your brand will harness the power of this innovative marketing tactic to achieve core objectives. If you find the right influencers and carefully craft campaigns and partnerships with them, your possibilities for growth and success are endless.
Madison Banks is a driven marketing writer with a focus on influencer marketing. Her campaigns have helped thousands of brands increase their visibility and improve user engagement rates, making her a valuable asset to any organization. A true New Yorker at heart, Madison enjoys exploring the city’s vibrant nightlife and attending Broadway shows in her spare time.