The concept of influencer marketing is not necessarily a new idea, but it has significantly shifted. Before social media even existed, marketing professionals utilized celebrities to support a brand or specific product. It included a photoshoot, perhaps a commercial, and other marketing activities. However, social media has developed a unique opportunity for individuals and marketers. Average people are able to create a platform, post about their lives and interests, and formulate a powerful following. This still includes celebrities and “nepotism babies” (children of famous/rich people), which has always been an essential marketing tool. But it also includes social media influencers and Instagram models, who have both been setting the social scene via their phones.
These influencers focus on a specific interest, and create content that curates to a specific target
audience. In the midst of the Covid-19 pandemic, many average individuals took advantage of TikTok and Instagram to become internet-famous. Social media even became more casual, causing influencers to approach their marketing tactics differently. In addition to focusing on certain interests, influencers are also sharing intimate details about their lives. People are simply more interested in following influencers that feel as real as possible, causing them to create a personal relationship. Followers trust influencers when they feel as if they have a connection or common interest. This relationship may have been created through a cell phone, but it is still a vital consideration in modern social media marketing.
Businesses must understand that influencer marketing can be powerful, especially when micro and macro influencers have created trust within their followers. Influencers have the ability to market a product or service on a personal level with followers, ultimately increasing engagement with the brand. Below are some tips to help businesses of all sizes utilize this marketing tactic, and grow their brand.
1. Reflection: First, reflect on the overall message and target market of your business. This brand image will then allow a marketing specialist to make a list of what qualities that is needed within an influencer. Think about morals, interests, age, specific appeals, and the target audience of the influencer. Research the following list of specific influencers to understand who is interested in their content.
2. Influencer Level: Having a list of wanted qualities is important, and will point to a list of influencers that can make an impact on your target market. Brands must also remember that the way an influencer operates is dependent on whether or not this influencer is a micro or macro influencer, which is ultimately their follower count. This will change the accessibility, advertising price, and willingness of the influencer to engage with your brand.
3. Interest: Consider if the influencer has participated in online advertising beforehand. Some influencers refuse to engage with brands and do paid advertising, while others will promote almost any business for the right price. The most common baseline for deciding on whether or not an influencer will promote a product is whether or not they are genuinely interested. Most people do not want to advertise a company if they do not agree with the brand’s morals or do not like the product.
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