By Werner Geyser Last updated: June 14th 202112 min read Influencer marketing
You will find more articles about Influencer Marketing if you search this website. Here’s our guide to Influencer Marketing: A Beginner’s Guide. Before you consider participating in influencer marketing, there’s a fundamental question that you should ask.
Influencer Someone who has:
Important to remember that these individuals are more than marketing tools. They can be used to build relationships with brands and help them achieve their marketing goals.
Social media has grown in importance rapidly over the past decade.
What are Social Media Influencers and How do they work?
Over the past decade, social media has gained in importance quickly. According to the January 2019 We Are Social Report, 3.484 Billion people use social media. That’s 45%.
These people naturally look up to social media influencers to help them make decisions.
Social media influencers People who are known for their expertise and knowledge on a particular topic. They post regularly about the topic on their preferred social media channels, and they generate large numbers of engaged, enthusiastic people who pay close attention.
Social media influencers are a great way to promote products and create buzz.
There are many ways to distinguish different types of influencers. The most popular methods include by followinger numbers, content types, and influence level.
You can also classify influencers based on their niche. If you look at influencers in different categories, they may seem more influential.
Many celebrities are also mega-influencers. Both of these groups have less influence than celebrities because they are not experts in their niche.
Micro- and nano-influencers in a niche can make a huge impact on their followers. A company selling a product in that niche may find them of great benefit.
People with large numbers of followers on social media are called mega influencers. There aren’t any set rules for the types of followers that can be followed, but it is common to believe that mega-influencers have at least 1 million followers on at minimum one social media platform.
Mega-influencers can be celebrities who are famous offline, such as actors, athletes, musicians and reality TV stars.
However, some mega-influencers have built their huge followings online through social media and other activities.
However, only major brands should approach mega-influencers to influencer marketing.
They will charge up to $1,000,000 per post and be very picky about who they partner with. Agents will be working for mega-influencers in almost all cases to negotiate marketing deals.
One step below the mega-influencers and perhaps more accessible than influencer marketers, macro-influencers can be considered to be one of the next-level.
Macro-influencers are people who have 40,000 to 1 million followers on social networks.
These people are usually of two types.
These celebrities are usually B-grade, and have not yet reached the top. They are either online experts who have built up a larger following than typical micro-influencers. Firms engaging in influencer marketing will likely find the latter type of macro-influencer more valuable.
Macro-influencers are generally well-known and have the ability to raise awareness. It is easier for brands to find macro-influencers willing to work with them, as there are many more of them than mega-influencers.
These influencers are more comfortable working with brands than micro-influencers. This makes communication easier.
This level of influencer is not to be trusted. This category is most susceptible to influencer fraud. Some have achieved their position only through the purchase of followers.
Micro-influencers can be ordinary people who are well-versed in a particular niche.They are well-known for their expertise and have a large following on social media.
Influence is not just measured by the number of followers, but also how the micro-influencer interacts with his or her followers.
Micro-influencers could be considered to have between 1,000 and 40,000.
Micro-influencers may not know about a company’s existence before they try to reach out.
If this is the case, the company must first convince the influencer about its value.
Micro-influencers are specialists who will not let their followers down if they promote lemonade.
Influencers have a preference about who they work with because of the need for brands and micro-influencers to be in alignment with their target audiences.
Some micro-influencers will promote a brand free of charge. Some will demand payment. No matter the price, influencers are unlikely to accept involvement with an inappropriate brand for their audience.
Influence is changing. Micro-influencers have become more popular and more well-known. Some of these micro-influencers have become nearly as famous as the traditional celebrities.
Generation Z is a generation that spends more time online than they do watching TV or watching sports or movies.
Micro-influencers will be the influencers in the future, in all truth.
The internet has caused media to be fragmented into niche topics. You can find a Pinterest board or Facebook group dedicated to something you’re interested in, even if it is not a common topic.
These boards and groups are where micro-influencers can establish themselves as true influencers.
The nano-influencer is the newest type of influencer to be recognized. Although they have few followers, these people are experts in a niche or highly specialized area.
Nano-influencers can be described as the “big fish in a small pond”. They may have less than 1,000 followers in many cases. However, they will still be interested and eager to interact with the nano-influencer and hear his/her views.
Although many brands may dismiss nano-influencers because they are insignificant, they can be extremely important to companies that make niche or highly specialized products.
However, for most companies, nano-influencers are unlikely to have enough influence to be of any real benefit. Although they may be inexpensive and have a limited reach, most nano-influencers will not be able to reach large audiences.
Today, influencer marketing is dominated by social media, mainly with micro-influencers and blogging. YouTubers are quickly becoming more important due to increased interest in video.
Social media influencers (predominantly microbloggers) and bloggers have the best relationships with their followers. This is something that brands are now encouraging and recognizing.
Since the beginning, blogging has been linked to influencer marketing. Many blogs are highly influential. A positive mention of your product by a well-known blogger can result in your followers wanting to purchase your product.
Numerous bloggers have established large followings in certain sectors. There are many blogs that have a huge following on topics such as personal development, finances, childrearing, music and other topics.
Respect from their readers is the key ingredient of all successful blogs.
Guest posting is a variation of having a blogger recommend your product. You can usually control the content and place a link to your site in your author bio if you are able to grab a spot on a big blog.
You may be able buy sponsored posts on a blog that is well-respected and popular. You can either write the post yourself, or influence the blogger to do it for you.
A sponsored post is not like a mention in a blogger’s post or guest post that you have written. You will need to pay for it (and it will likely be labeled so).
This has not affected the results of many companies that have sponsored posts on blogs. Generation Z seems to be particularly immune to the Sponsored Content tag. As long as the product is aligned with the blog’s core audiences, it shouldn’t pose a problem.
A blog isn’t the only type of content that is popular on the internet. Video is another favorite content type. Instead of each video maker creating their own website, many create a YouTube channel. Brands often align with popular YouTube content creators.
Podcasting is a relatively recent form of online content that is growing in popularity. John Lee Dumas, Entrepreneurs on Fire, is perhaps the most well-known example of podcasting. Digital Trends has compiled a list of the Top Podcasts for 2019.
Only Social Posts
Bloggers, podcasters, YouTubers, and others don’t rely on existing audiences to simply visit their sites looking for new content. These content creators and bloggers are often micro-influencers, as they promote new videos or posts on social media.
The majority of influential people are now on social media. Although you can find influencers across all social media channels, Instagram is the most popular. Many influencers create their posts around stunning images.
Celebrities were the first influencers. They still have a part to play but their influence is diminishing.
Celebrity endorsements have been a key part of influencer marketing. For many years, businesses have discovered that celebrity endorsements and promotions can increase sales. Many companies still use celebrities as influencers, especially high-end brands.
Most brands face the problem of not having enough traditional celebrities to endorse their products. They also don’t have the budget to pay for them.
If a company makes a product that celebrities already love and use, this is an exception. If the product is popular, celebrities may be willing to speak out about how great they think it is.
Many musical instrument manufacturers benefit from musicians choosing to play their instruments.
Celebrities can be a problem as influencers. They may not have the credibility to sell the product. Justin Bieber might be influential if he recommends a type of cream for acne, but he would not have much chance to influence the purchasing habits of people looking for retirement villages.
Celebrities might have many followers and huge social media followings. It is not clear how much influence celebrities have over their followers.
Journalists, industry experts, and thought leaders can be considered influencers. They are able to hold important positions for brands.
Industry leaders and thought-leaders gain respect for their expertise, qualifications, and experience. This respect is often earned through the reputation of their workplace.
A journalist for a major newspaper may not be an expert on the subject matter he reports on, but is respected because he is a skilled writer and can work at such a high-profile publication.
These experts include:
You can use a journalist from a national newspaper to talk positively about your company. This situation is advantageous in that most likely the journalist will write the report for no cost.
Bloggers and content creators often collaborate with thought leaders and industry leaders. It is not unusual to see these people quoted in blogs and used in social media campaigns.
It is becoming increasingly difficult to distinguish between social media and traditional media.
When working with opinion leaders, it is important to remember that they may have built their reputation offline and may not have many active social followers.
The best influencers are those who have established a reputation online as experts in a particular field. Although they are similar to important opinion leaders, their online reputation is often more informal than their offline activity.
They have built that reputation through their social posts, blog posts, podcasts, and videos they create and post to YouTube.
Although nobody has yet created a generic term for these people, the British agency, PMYB, has come up with their trade-marked name – Chromo-Influencers(tm).
These influencers are the best performing, and they are based on 46 key factors that have an impact on consumer behavior.
These influencers are the most skilled communicators and have the highest level of engagement with their followers.
They are able to attract their followers and make themselves known as experts in their field.
The subject matter of their expertise will determine how many followers they have. You will be amazed at the number of people who follow these individuals in comparison to other experts in their niche.