Influencer Marketing – you’ve likely heard the term used and may even have a loose understanding of the concept, but over the past decade, the strategy behind this medium of brand awareness has become a massive part of day-to-day public relations and marketing campaigns.
More than half of the world’s population utilizes social media in some capacity, whether they have accounts across multiple platforms such as Instagram, TikTok and Facebook or have one account on YouTube or Twitch. No matter where you spend your social media time, the fact of the matter is that social media has become an essential way for brands to connect to consumers, driving loads of engagement and awareness as well as building authentic trust.
So what is influencer marketing? How can businesses and brands utilize it to best promote their brands? Well, let’s talk about it…
What is Influencer Marketing?
Influencer marketing is a form of direct consumer marketing where businesses and brands partner with “content creators”. Content creators are individuals who have a strong online presence that have built a platform on promoting products, services or experiences. The success of influencer marketing is found in the fact that this type of promotion strikes audiences as more reliable and authentic due to the trust and credibility the influencer has built with their audience – it’s like talking to your best friend.
How Does Influencer Marketing Work?
Creating a successful influencer marketing campaign relies on a simple, yet strategic set of steps. Following these steps while customizing the experience for each brand, business and influencer allows for the ultimate success in influencer marketing.
Step 1: Understand Your Brand, Goal and/or Campaign
Understanding the goal as well as your own identity is key for a successful influencer campaign. Whether the goal is to promote a new seasonal menu or to familiarize audiences with your brand in general, there needs to be a clear understanding of what you are hoping to get out of the campaign. Based on your goal you may find yourself creating a variety of different campaigns including brand ambassadorships, affiliate marketing, giveaways and contests and more.
Step 2: Identify the Right Influencers to Partner With
Next, it is important to partner with influencers that speak to a similar audience as you do. For instance, working with a foodie creator as a med spa will likely render fewer results than if you worked with a beauty influencer. This is because audiences follow and engage with influencers they trust in that specific space. If I take food recommendations from foodie influencers, I am less likely to trust them in the beauty/wellness industry.
Step 3: Identify Ideal Deliverables
Different campaigns and businesses call for different deliverables. While one business may see increased interest from a static in-feed Instagram post, another may see their audience more engaged with a reel or Tik Tok. Many times, results will also depend on the current platform algorithm – be sure to keep up with algorithm trends to know when different elements are performing better.
Step 4: Negotiate and Finalize Terms
Influencer marketing is not one size fits all. Creators and brands need to be able to customize campaigns to fit both parties. This means that while one influencer may be open to posting a full reel on Instagram, another may only be able to proceed with story posts. Negotiations can take some time, which is why it is important to have a clear goal for the campaign before starting outreach. Once you finalize terms, make sure to send a full recap of the agreed upon terms to ensure all parties are on board.
Step 5: Create Authentic Content
Influencer marketing does not work without authenticity – that’s the whole premise of this promotion tactic. Make sure that content created is authentic to what your partner typically publishes while simultaneously matching the business’s brand identity.
Step 6: Promote and Track Performance
Once content has been created, it’s time to officially hit “post” and watch the engagement soar. Make sure to keep track of all engagements including likes, comments, views and shares. Not everything is going to be a home run, but tracking performance helps to understand where your audience connects and what may be improved upon.
Influencer marketing has evolved into a powerhouse PR and marketing strategy proving it can be an effective way for brands to connect with audiences, build trust, and earn authentic promotion. The concept of influencer marketing is continuing to advance daily and one thing is certain – it isn’t going anywhere – which means brands are better off hopping on the train before it leaves the station.
