Look, unless you’ve been living under a rock for the last 12 months, you will have noticed that influencer marketing has exploded! With Facebook boasting 2 billion users alongside Instagram’s 1 billion active users, it’s no wonder why!
Using popular personalities or celebrities to promote brands is not a new concept. But leveraging social media influencers to become ambassadors and grow brands is. Especially when these influencers don’t have to be famous rappers, actors or sports personalities.
Nowadays, brands are searching for social media influencers with a following that can represent their brand and share their message in a positive way. Choosing the right people, with the right audience, and maintaining a collaborative relationship is the first challenge marketers face. Of course, it is. Making sure your brands message is portrayed in the right light is essential. And ensuring that your message is being heard by the right people should be a given.
Marketers investing in influencer marketing are using social listening, or conversation monitoring, to understand what consumers are saying about their brand.
But, if you’re looking to devise a marketing strategy that includes leveraging social media influencers, there are a few things you’ll need to know.
Micro-Influencers vs Major-Influencers
The difference between micro-influencers and major-influencers is that micro-influencers are considered “regular” people, likely with a smaller, but loyal following usually in the 10s of thousands. Whereas a major-influencer are household names or celebrities with a huge following, in the 100s of thousands, or even millions. The appeal of using either to represent your brand starts with your budget, but also, on what you are trying to achieve. Both have their pros and cons.
Micro-influencers can promote your brand on a more authentic level. The fact is, people trust the authenticity of major-influencers less. Although they typically have a smaller following, micro-influencers are usually more niche orientated with a more highly targeted audience. This can be hugely beneficial for your marketing campaign, especially if your brand is aligns well with their audience.
However, the con of having a smaller following means your influencer campaign visibility may be limited. That said, it’s reported that micro-influencers’ posts receive higher engagement than major-influencers.
When it comes to major-influencer campaigns, brands can choose the celebrity that best suits their brand. This is easier done compared to micro-influencers. As the target audience available will determine whether the influencer is the right fit for your brand.
Major-influencers typically have huge audiences and the visibility of your campaign can be exponential. Also, by having your message represented by a major celebrity makes a huge statement about your brand.
But for every positive, there’s a negative. With a huge audience comes a huge price tag. And for smaller businesses, this just isn’t feasible.
The Impact Of Influencer Endorsements On Buyer Behaviour
The truth is, consumers are becoming more and more savvy and understand that celebrities get paid a lot of cash to promote products they don’t necessarily believe in. Before parting with their hard-earned cash, consumers want to be confident with their brand decisions.
Having a brand represented by “regular folk” that they relate to, who look like them and think like them, boosts confidence in their buying decisions.
Put another way, Influencers are real people. Particularly micro-influencers. They’re reputation keeps their audience loyal and they know that dishonesty can destroy their following and the hard work it took to build their own brand. This builds trust with the consumer and can help make the purchasing decision easier.
Additionally, Influencers tend to be creative with their content. Brainstorming can create new and entertaining ways to get your brand’s products or service in front of your ideal consumer by leveraging influencers.
Importance Of An Influencer Marketer Agreement
Planning on leveraging social media influencers to promote your brand?
Well, before you do, you’ll need an influencer marketer agreement in place. This is a standard agreement that outlines the details of the collaboration to ensure that all parties are on the same page moving forward.
The following basic guidelines should point you in the right direction when negotiating an agreement:
- Include the type of content you need to create whether it’s an Instagram story, Facebook post, YouTube video, sponsored blog post. etc., and how many of each.
- Include the various social media channels where you expect the Influencer to post and whether separate posts need to be created for each platform,
- Be very specific as to how you’d like them to communicate your brand’s image/message?
- Include when to schedule posts for maximize visibility.
- Be sure to address content usage rights that mention who owns the campaign content.
- Payment Terms.
The purpose of the agreement is to eliminate any surprises or uncertainty between all parties. It also helps to focus the goals of the campaign.
Want to know more about influencer marketing and how it could help your business, contact the experts at Haven today.