With the seemingly unstoppable rise of social media, the power held by many of its most popular users continues to be of interest to PR companies. But what is influencer marketing? And how important is it in a modern PR strategy?
Here, Prominent’s Client Services Manager Grace Harrison looks at influencer marketing and the ways to implement it in your campaigns.
At a fundamental level, influencer marketing is a method that uses endorsements and product mentions from influencers with a dedicated following.
Influencers are people – usually with large or passionate social media followings – who use their influence to promote a product or service.
When I think of my first memory of influencer marketing, I am reminded of Jamie Oliver as the face of Sainsburys, Gary Lineker for Walkers and maybe even Father Christmas for Coca Cola!
Fast forward 20 years, and the term influencer now prompts you to think of the latest Love Island contestants promoting teeth whitening products alongside their ‘go to’ skincare routine on social media.
However, it isn’t all bad – and if the right combination is found, then the sky really is the limit for your brand.
There are four types of influencers: Mega, Macro, Micro and Nano.
Mega influencers have a following of more than 1 million and often include famous actors, musicians, athletes, and other public figures. They can give your brand unparalleled exposure, but partnering with them comes at an eye watering cost.
Macro influencers have a following ranging from 100,000 to 1 million and have earned their reputation through content creation for a specific audience.
Micro influencers have between 10,000 to 100,000 highly engaged followers and are the unsung heroes of the influencer marketing landscape. They have a passionate audience and receive genuine interaction. Businesses often find that micro influencers drive substantial brand growth.
And finally, Nano influencers. They may be small, but they can be mighty. They are helpful for businesses looking to target specific communities and demographics without breaking the bank.
There are a whole host of reasons why you should include influencer marketing in your strategy – but here are my top three:
1. It is a great way to reach your target consumer quickly.
2. It can improve brand awareness and increase conversions.
3. It builds credibility and trust.
Research has shown that one third of consumers do not trust traditional advertising and will refuse to engage with your brand online. This is where influencer marketing comes in.
Influencers can introduce your product in a relaxed way that isn’t as in your face as some things you see on TV.
Take Mrs Hinch as a prime example. She has earned her audience’s trust and any cleaning product she endorses on her Instagram flies off the shelves in minutes.
She managed to make finding a bottle of Zoflora in the shops look like winning the lottery.
Indeed she might as well have won the lottery – having started as a nano influencer and established authority within her niche, she is now rolling with the big boys by reportedly charging a whopping £25,000 per post.
When it comes to finding the right influencers, it’s a case of research, research and more research.
Once you have established your niche, campaign goals and requirements – and have specific KPI’s in place, you can begin your search.
Here’s a step-by-step guide of what to do next.
1. Make a list of influencers who align with your goals and analyse their profiles by looking at their follower demographic, reach, interaction etc.
2. Make sure their content is relevant to your brand’s offering. If engagement is high but their content isn’t relevant, then don’t waste your time and money.
3. Check their values align with yours. This will ensure the partnership appears authentic.
4. Put together a strong outreach message. This might include sending them your product and interacting with their posts.
5. Find out how much it will set you back.
6. Check for any red flags such as inconsistent communication, unusually low engagement for the number of followers they have, changing the terms of the agreement or doctoring images.
There are numerous benefits to influencer marketing.
Influencers have a unique voice in the marketing landscape and if you pick the right one, they can ultimately grow your business to where you want it to be in an effective and timely way.
Influencer marketing is open to everyone – not just skincare brands targeting Love Island viewers.
But it’s important you take the time to consider what it is you want to get out of an influencer campaign.
Failure to prepare is very much preparing to fail.
If you need help creating an influencer marketing strategy, contact us today via 01473 276126 or drop us a line. We’re here to help.
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