Influencer marketing aims to establish a bridge between your brand or product and the audience influenced by the digital influencer. Thus, you will reach new people, who will possibly buy your products or begin to identify with your brand.
Investing in this digital marketing approach can bring many benefits, as people who follow a certain influencer feel close to them and trust what they say. So when an infleuncer promotes your brand or product, their followers will have a greater tendency to become your customers.
What is a digital influencer?
To know how this strategy works, it is necessary to understand who the digital influencer is.
Social Media influencers are people who are in the digital environment that is on social networks. They have a large number of engaged people (usually thousands of followers) and have a great influence over them.
In the world of influencers, there are niches where each one has more ownership on a certain subject, such as makeup, humor, fashion, entrepreneurship, lifestyle, education, among others.
There are several types of influencers, including:
These influencers are considered “ordinary people”. It is because they are not celebrities but social media users who have gained a lot of followers and have some influence over them. Generally, they have between 10,000 and 100,000 engaged followers.
In this scenario, the most important thing is engagement, even if they don’t have as high a number of followers as celebrities, their audience is usually very engaged, interacting in posts, stories, videos, etc.
Investing in collaboration with micro-influencers can be cheaper, compared to celebrities, and can bring good returns from having a more targeted audience.
Here we can have as an example – Neha Mathur (@whiskaffair), who is a cook and recipe maker of many traditional cuisines across the Indian sub-continent.
Celebrity influencers (Macro)
Celebrity influencers, on the other hand, are the best known and with big names, generally having more than 100,000 or even millions of followers.
Investing in this type of influencer generates a greater reach that end up associating your brand with the name of celebrities. But it is much more expensive, which makes it very difficult to close partnerships.
There is a very important point to be taken into consideration when establishing a partnership with this type of influencer because he usually has great exposure in the media. Therefore, it is necessary to choose well who will work with and associate your brand. One tip is to find out if the person has similar values and ideals.
Nisha Bhatt ( @nishabhattofficial77) is a Model and Social Media Influencer with more than 4M followers on Instagram
There are also nano-influencers, with less than 10,000 followers, and who are in very small niches, but with great engagement. Even with a few followers, their influence is quite intense and can also be a good investment option.
Reannion Jean (@whatwouldreado) is a stylist and fashion blogger.
Strategies with digital influencers
Now we can understand how to put influence marketing into practice.
1st step: Define your goals
To start creating a strategy, it is necessary to define the objective to be achieved, which can be to promote your brand or product, generate leads, among others.
With the goal in mind, it’s time to think about other points:
- How can an influencer campaign bring you closer to that goal?
- What budget is available for this?
- How can your company work with this partnership?
- What audience segment do you want to reach?
2nd step: Know your target audience
It is necessary that you have or create a persona and know what their habits are, the type of content they consume through digital media, how they behave, among others.
To do this research in the best way, talk to the customers you already have, ask which digital channels they use the most, which influencers they follow and what influences them when deciding to buy a product.
All of these points are important to understanding how to reach, nurture, and establish a good relationship with your audience and which influencers you can work with to reach potential leads.
Step 3: Find the Right Influencers
Don’t just get stuck on the number of followers a particular influencer has. It is essential to choose an influencer who has something in common with your brand, who has similar values and audience to yours.
It is important to take into account other points, such as the language, that is, if the influencer has the same line as your company, what is the impression he has and which digital channels he is using, and if the price he charges is within your budget.
4th step: Plan actions together with influencers
After deciding the ideal influencer for your strategy, get in touch to talk about closing the partnership and how it will be carried out. If the influencer agrees to work with your brand, make a contract and start designing the action together with him, aligning expectations and relevant details.
5th step: Structure the partnership
After the negotiation, it’s time to structure the partnership. Talk to the chosen influencer about the objective of the campaign, what needs to be produced, how the payment will be made, what will be the rights to use the content and image by the brand, etc. It is important to let the influencer also collaborate with ideas and tell their relationship with the brand and how they think they can help achieve the goal.
Also remember that these posts must indicate that this is an advertisement. That way, the public will not feel cheated into buying something they thought was an organic opinion that was actually an ad in disguise. This can affect the trust and credibility of the brand and the influencer.
Step 6: Respect the influencer’s creative freedom
It’s important to understand that each influencer has his identity and that his followers identify with him because of that. So, the more natural and similar to the content he already produces, the more successful his campaign will be.
You’ll direct them with a briefing containing what the influencer should and shouldn’t say, product features and campaign goals, but let the influencer create the content. In this way, the campaign will no longer look like a ready-made advertisement where the person only reproduces what is being sent, but rather a partnership between the brand and the influencer.
Investing in Influencer Marketing can contribute to the success of your digital marketing strategy, considering you will be able to convey your brand values and promote your products through a voice that is recognized, trusted and admired by the public. In this way, you will be able to bring more customers to the company.
If you are interested in Influencer Marketing and want to know more about it, contact us!