Ten years ago, influencer marketing was only for celebrities and a few dedicated bloggers . Today, we are facing a remarkable rise in influencers on social networks. According to Forbes, influencer marketing is growing faster than digital ads. It has indeed been proven that influencer marketing is an effective method if it is carried out well. Most brands that try it have reported being satisfied with the results.
According to a survey made by influencing Hub marketing, 75 % of respondents will devote a budget to influence marketing next year. This only confirms the scale of this branch of digital marketing . In order to better understand this marketing tool , here are the points to consider, the advantages and the steps to start a campaign .
What is influencer marketing?
Influencer marketing is a type of social media . It appeals to endorsements and endorsements of products by influencers. People who have a loyal following and are considered experts in their field. This therefore consists of marketing to influencers, with them and through them. The goal is to convey brand messages to your target audience and theirs.
Influence marketing is similar to word of mouth marketing. However, it is not based solely on specific recommendations. The engaged public generally follows content creators. Advertising them with them on different social media platforms allows a company to extend its field of action. This will improve the notoriety of the brand and generate new prospects .
Influence marketing can be used as an independent tool or as a means of improving already existing campaigns
The benefits of influencer marketing
This marketing approach increases brand awareness and strengthens credibility, as well as the trust of the target .
Compared to other social media marketing methods, influencer marketing offers brands a viable and discreet way to communicate with customers. This can be done regardless of the widespread adoption of ad blockers and the general distrust of overt ads.
Long-term win-win partnerships
Overall, it is a win-win collaboration , because the two parties find an interest in the result. When you associate yourself with the good influencer addressed to the same market as yours, influence marketing naturally profitable .
An increase in sales
According to research, for every dollar spent on sending a message to the customer through influencers, businesses earn around $18. And this figure may be higher for many other brands.
More profitability and time savings
For an advertising campaign , you need considerable time to produce the images, duplicate them and schedule the ads on the different platforms. However, a partnership with influencers will allow you to outsource everything and save precious time .
There are many ways influencers can help brands spread messages. For example, he can opt for a post on Facebook , inspiring scenarios on Instagram , a review video on YouTube , promotional codes, links to stores, etc.
Suitability for all businesses
Whatever the size and the sector of activity, there is always room for everyone. It is provided of course to identify the influencers most suited to your needs .
Where to start to reap the rewards of influencer marketing?
To get started in influencer marketing, here are the 5 golden rules to obtain convincing results .
Identify influencers to work with
Influencer agencies can be useful, but if the company (or its budget) is small, it must make this decision itself. We must not forget: although the number of followers counts, the contents and the engagement rate of influencers are often much more important.
Finding the right platform to focus on
Most popular influencers integrate content on different channels such as Instagram, Tiktok , Twitter and more. Each platform is adapted to different formats, approaches and audiences - and this must also inform your influence marketing strategy .
The question that will need to be asked is why would the target customer create a YouTube account? What does he expect to find on Facebook? Does your campaign meet their expectations and meet their needs ?
Maintain authenticity when working with micro-influencers
We would tend to think that more followers equals more success . But many brands – not just small ones – actually prefer to work with micro-influencers. Micro-influencers can have between 1,000 and 100,000 followers , which may not seem like much. But studies show that they often have higher engagement rates than mega and macro influencers because they are perceived as closer and more trustworthy .
A conversion of loyal customers into brand ambassadors
If your brand already has a high engagement rate on social media , you may not even need to hire an influencer . Your next ambassadors could be right under your nose.
Develop a mutually beneficial relationship based on shared values
When it comes to choosing an influencer, it's essential to find someone who aligns with the brand's identity and core values And it goes both ways: financial compensation isn't the only reason influencers will want to work with you. Every influencer has strategically designed their image, and they must stay true to that identity .
In conclusion, although working with influencers has its own unique aspects, setting up a campaign is the same as most marketing campaigns . Although influencer marketing is a powerful tool , there is no single approach that works for all targets or for all periods.
