o partner or not to partner? That seems to be the question of many marketers today when it comes to influencer marketing. Influencer marketing has been around for a long time, and its benefits can’t be ignored. Through building partnerships with influencers, brands are able to engage new audiences that are quick to trust and more likely to purchase.
The Value of Influencer Marketing
A recent study found that 57% of all marketers budget for influencer marketing, and nearly one out of every nine of those marketers claim that influencer marketing is the most effective marketing channel.
When it comes to talkin’ cash-money, marketers can expect to get a $7.65 return per $1 spent on influencer marketing. Given their high return rate and rapidly growing industry, influencers have proved that they have some serious consumer sway.
When executed correctly, influencer marketing can lead to an increase in loyal customers who are genuinely interested in your brand. With the obvious value social media influencers bring to the table, it’s no wonder that brands are frantically searching for influencer partnerships.
Hold Your Horses
Before you hastily begin your influencer search, there are some important things you need to know before you select an influencer to promote your brand. Just because your brand is partnered with a famous influencer doesn’t mean you are going to experience success. With influencer fatigue on the rise, you need to strategically arrange a partnership that will reach, engage, and earn the trust of your target audience.
The Do’s and Don’ts of Influencer Marketing
Here are some tips to help guide you as you develop your influencer marketing strategy.
Find Influencers That Engage Your Target Audience
Finding influencers that engage your target audience is a must. This shouldn’t be determined solely on age group or demographic. Deep dive into an influencer’s audience and figure out common attitudes and interests. Understanding your partnered influencer’s audience will help you develop an authentic narrative that will seamlessly introduce and promote your brand on the influencer’s account.
Avoid Traditional Influencer Ads
Who wants to see more #ad posts? We know we don’t … Think outside the box when it comes to creating influencer content and stray away from traditional influencer ads. Tip: Utilize influencers and native advertising. Branded content should be creatively portrayed to appear less like an ad and more like organic content. Advertising through meme pages and TikTok challenges are good examples of effective native advertising.
Remember that influencer partnerships don’t always produce immediate results. It takes time for a brand to build the trust of a consumer even when promoted by their favorite influencers. Be patient and be consistent with content creation and the brand voice portrayed by the influencer.
Stick to Only One Social Platform
As platforms like Facebook and Instagram become more and more saturated with sponsored content, it’s important to utilize influencers on a variety of platforms. Be open to newly-emerging and promising social media platforms. Partnering with influencers across a diverse array of networks can increase brand awareness and customer acquisition.
Generalize Your Approach for Using Influencers
No two influencers are the same, so your approach for utilizing them shouldn’t be either. Adapt your marketing strategy to fit the unique characteristics of the influencer. Remember that they got to where they are today because they created an authentic voice and style. Your brand shouldn’t try and change how they present themselves to their follower base.
Solely Chase After Celebrity Influencers
While famous influencers can be extremely beneficial when promoting a brand, don’t get completely caught up in chasing down celebrities to partner with you. Seek out a wide variety of influencers that range in followers. Just because an influencer doesn’t have millions of followers doesn’t mean they cannot effectively promote your brand. In fact, mid-tier and micro-influencers have proven to be more effective than their big-name counterparts.
Let the Search Begin
Now that you’re equipped with your newly-acquired influencer knowledge, you’re ready to begin your search. A diverse network of influencers who are authentic and relate to your brand is a powerful weapon to add to your marketing arsenal. So, what are you waiting for? Let the search begin!