Influencer marketing is all the rage, but is it worth it for your brand?

Influencer marketing is a type of marketing where influencers provide recommendations and product placements to their followers on social media.

Influencers typically have domain expertise and social influence that allows them to effectively reach customers and prospects. It also provides a fun and informative way for consumers to learn about your brand’s products and services.

In this article, we discuss influencer marketing, how brands find influencers, and the challenges that influencer marketing poses.

Why influencers appeal to brands

Influencer marketing is effective because social influencers have a high degree of trust in their followers. When they endorse a product or service, it is perceived by the brand’s customers and prospects as a form of social validation.

Otter PR spokesperson and brand strategist Chandler Redding told CMSWire that one reason brands are interested in working with influencers is because they deliver results. Told.

“Influencer product reviews are very effective,” said Redding. “Think of it as the best testimony for your brand. When an influencer promotes your brand, he uses a unique style that your branding guidelines usually don’t allow.”

An influencer’s personality and style represents a brand, so it’s important to make sure the influencer matches the company and its products and services.

“It’s as if a serious corporate brand like Dior, which traditionally advertises in high-end, classy ads, asked Jimmy Fallon to share his new cologne on his Instagram,” said Redding. explained. You can see that they are as sophisticated as they usually have. ”

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Brands are often interested in working with influencers as they offer a high return on investment (ROI) compared to other marketing efforts. Dara Busch, co-CEO of 5WPR, said that by 2021, influencers will see the value of his marketing grow to $13.8 billion, with brands averaging for every $1 he spends on this type of marketing. said he made $5.78.

She added that influencer marketing has received a lot of attention over the past few years. “Influencers can be anyone. They can be makeup artists, video game streamers, bloggers, and even marketing executives for her.”

Additionally, Bush said influencers don’t need to have a large following if they are creating content in a niche that the brand is interested in.

Related Article: Is Influencer Marketing Right for Your B2B Marketing Plan?

How are influencers categorized or categorized?

Influencers are categorized based on the number of followers they have on a particular social media platform. Influencers include celebrities in music, TV, film, and other media, as well as niche content creators who have a large following through TikTok, YouTube, Instagram, Facebook, Pinterest, Twitter, Twitch, etc. increase.

Some influencers have thousands of followers, while others have millions. They are usually classified into tiers such as:

  • Mega influencer: Over 1 million followers
  • Macro influencers: 500,000 to 1,000,000 followers
  • Intermediate influencers: 50,000-500,000 followers
  • Micro-influencers: 10,000-50,000 followers
  • Nano-influencers: 1,000-10,000 followers

Next PR’s head of public relations, Julie Solomon, tells CMSWire that if a brand has a tight budget, it needs to reach out to micro-influencers.

“Micro-influencers have lower fees and are more likely to be open to collaborations that benefit both them and your brand,” she explained. Number, based on the assets we want you to create (review videos, static product posts, etc.)

Solomon suggested that working with smaller influencers can be more beneficial, adding that every influencer has their own set of followers. “Even if someone has less than his 5,000 social media followers, he is just as influential when it comes to his ROI for brands as an influencer with over a million. What matters is his target audience and engagement rate. ”

She recommended working with a few smaller influencers before investing effort and money in a larger influencer.

Regulating influencer content

Social media influencers are not without regulation. Instagram and Facebook have their own branded content policies for influencer marketing campaigns and endorsements.

Their rules only allow branded content to be posted using their branded content tool, and they must tag the business relationship between influencers and endorsers when promoting this content.

Meta enables influencers to connect with brands and create branded content using a tool called Brand Collabs Manager.

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