Influencers are an integral part of our society’s structure, which is why more and more businesses are using influencers to promote their business and products. Nowadays, a lot goes into promoting a company, and using influencers is an excellent way to do so. So, without further ado, let’s dive into this blog and learn some tips for using influencers to promote yourself.
In 2021, 4.2 billion people will be using social networks for about 2.5 hours a day. With 7.9 billion people on earth, more than 53% of the world’s total population visits these web platforms daily. As a result, the size of the influencer marketing market has been growing steadily and is expected to be worth $13.8 billion in 2021, 20 times more than in 2015. According to a study, it’s no wonder that 93% of marketers are now using influencer marketing.
Moreover, this choice is confirmed by a study on the impact of influencers on American Internet users aged 13 to 38, which reveals that nearly 3/4 of this age group is subscribed to one of them. 56% of Internet users say they have made a purchase after seeing a publication posted by an influencer they follow and buy more easily if the influencer seems familiar with the product, the brand, or its industry.
2. Creating the campaign brief
In order to be prepared and to properly transmit all the important information to the influencer and be able to agree on everyone’s needs, it is recommended to create a brief that summarizes all the content of the mandate.
This document will be adapted and sent to the influencer after the first contact has been established and when an interest in the project is detected. In this document, you can include, among other things: project summary, campaign objective, expected results or proposed actions, target audience, social networks to prioritize, keywords, budget, duration and information on the product, service and/or brand.
3. Define how you want to work with influencers
You can offer different types of partnerships, collaborations, or mandates to an influencer. The way you work with an influencer will vary depending on the product offered or the brand in question. Be sure to check out each influencer’s editorial line and make sure they are open to this type of mandate before you offer it to them.
One of the most common ways to approach an influencer is to send the products or services for free. These gifts are then sent to establish a relationship by hoping that the influencer will appreciate the product and talk about it organically in their platforms. No brief is sent to the influencer, and the company does not expect any action from the influencer. Of course, you only send a product when you know that the influencer will appreciate it and that the company’s values are in line with those of the influencer.
On the other hand, if you absolutely want the influencer to try your product and post their review online, you usually have to pay for this mandate. However, remember that this type of content must follow the influencer’s editorial line and that they must be transparent with their followers.
4. Identify the right influencers for your brand
There are more and more influencers and content creators on social media. So how do you find the right influencers for your brand?
The right influencer for your company:
- Creates and shares quality content on a regular basis
- Has a large number of followers on one or more social media channels
- Has a high engagement rate and a high ratio of likes and comments
- It is authentic, honest and interacts with its audience
- Reaches your target audience
Has a style, tone or personality that fits with your brand.
You can find influencers of all kinds on YouTube, Instagram, Pinterest, Twitter, Snapchat, Facebook and blogs. They can even be divided into four categories of influencers:
- Micro-influencers: 5000 to 50,000 followers
- Medium reach influencers: 50,000 to 100,000 followers
- High reach influencers: 100,000 followers and more
Please note that these numbers are approximate and vary by geographic region. The numbers in Canada may be a bit higher. In the United States, macro-influencers may need to have a minimum of 500,000 followers. Usually, the larger the influencer’s audience, the larger your budget will need to be. This is why micro-influencers can be interesting and generate great results!
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