Influence & Influencer Marketing

Abstract

Influencer marketing is a way to influence people by leveraging influencers on the internet. Brands partner with these celebrities online to boost brand credibility and make it even more popular with potential customers.

The winning recipe is the recommendation / mention (“word of mouth marketing”) of a product by a popular person in online environments. When this is done through the “right” channel that reaches the “right” target group, the mission is fulfilled!

What does the influencer get in return?  Most often brands are rewarded with monetary compensation or in the form of products. The interesting thing is that influencer marketing has evolved into something quite natural. Bloggers with huge popularity on the Internet, thanks to themselves and alone, have discovered that their thousands of fans can bring more than personal satisfaction. Namely – additional income. Thus, this individual need is confronted with the desire of marketers to raise awareness of their brand. The result is a revolutionary collaboration in digital marketing. The best solutions offered in this marketing term will help you grow more and to improve sale.

With the emergence of a new startup business every day, the main challenge faced by startup businesses is a competition between businesses. It’s increasingly difficult for startups to “stand out” from other competitors. In fact, most startup businesses fail in their early years due to budgetary constraint, lack of competence, and resources. To avoid these things, you as a startup business must focus on how your business works “smartly”. One of them, you can take advantage of the Influencer Marketing strategy. In this article, we will deeply discuss the influence and influencer marketing, its strategies, how it helps you grow your business more and how to choose the best influencers for your business.

Influence marketing is a marketing approach that consists of taking actions focused on individuals who exercise influence or leadership over potential customers of a brand. As a benefit, influencers interfere with customers’ purchasing decisions in favor of a particular brand. This is because influencers establish a relationship of trust with their audiences.

Influencer marketing is one of the marketing strategy in which a company invites an influencer to work together to increase brand awareness and sales in accordance with the specified target market.

Through posting on blogs, social media, YouTube videos, and other social communication tools, they can market content about your business products and services to be seen and accepted by your prospective customers. The form of content provided by them is often considered more credible, liked, and authentic than other forms of media.

As stated, an influencer is someone who can exert influence in society. They can be celebrities, bloggers, YouTube, or a public figure who is considered important in a particular community.

Generally, an influencer has millions of followers on social media. However, this is not always the case. Someone with thousands followers can also be called an influencer if they have a big influence on the audience.

Yes, as the name implies, influence is the power of an influencer. They can be a trend setter on both small and large scale. Therefore, many business owners have engaged influencers to promote products thanks to this extraordinary effect. This is what became known as influencer marketing.

Types of Influencers:

In general, the types can be distinguished from the number of followers and media used to promote products. The following are three types of influencers seen from the number of followers:

  • Micro

    A micro influencer usually has a follower of 10 thousand people, even less. Judging from the amount, you might think that using micro influencers is not effective for product promotion. In fact, just the opposite. The strength of micro influencers is engagement with their followers. In fact, a study shows that the possibility of consumers buying products from micro influencer’s recommendations reaches 82%! Not only that, micro influencers have a more specific audience on a particular niche. By understanding his audience, a micro influencer is able to create content that is more relevant to his followers.

  • Macro

    If you have more than 100 thousand followers, it can be called a macro influencer. Usually macro influencers are well-known figures, although not as famous as celebrities. With the number of followers, macro influencers are potential to promote products to more people. In addition, using a macro influencer can make your product or brand look exclusive.

  • Premium

    This is the top influencer with the most followers. A premium influencer generally has millions of followers. Percentage of product purchases from premium influencer recommendations may not be as great as other influencers, but still promising. The reason, the reach of messages from premium influencers is vast. However, you need to think about the suitability of the products you offer and the budget you have.

  • Celebrity

    Celebrity or celebrity Instagram is a public figure who uses the Instagram platform as a product promotion media. People loving celebrities will follow the trend they offer and will use the products and service they give reviews, a great influencer strategy to be used in any business.

  • YouTuber

    A YouTuber is a person who uploads videos to YouTube about information, including product information. The role of the YouTuber as a product influencer is quite significant. The reason is, more than 90% of internet users know about new products through YouTube. If you work with YouTubers who have many followers, of course the potential to attract their attention to your product is getting bigger.

Instagram - Influence & Influencer Marketing
  • Blogger

    Blogger is someone who owns and manages a blog by adding reviews on different products and services. When a blogger recommends a product, it will certainly attract readers to try the product. If the blogger has a lot of loyal readers, marketing the product will certainly be easier and more effective.

  • Snap Chat Influencer:

    Snapchat is the most used platform today for stories sharing than any other social media networks and thus much potential for influencer marketing. Businesses found it the easiest way to use this platform to promote their products just by encouraging the influencers about their brand stories. The influencers make campaigns with the phots of the brands and share these on snap chat as they are the great influencers, people love to see them and trust them.

  • Instagram Influencers:

    Again the great fan following of a person will benefice you for sure. The influencers on Instagram work with the photos and posts they share. The video clips, influential speech about your product comes out best in your business growth.

youtubes - Influence & Influencer Marketing

What characteristics define a good influencer? Although they are becoming an unstoppable trend in the digital marketing environment, you may rush to make a wrong decision by choosing the “ambassador” of your brand.

The right influencer will allow you (among other things) to reach your market niche efficiently, increase the number of followers in your networks, and why not? Enter new markets.

The qualities should an influencer have to be a successful one are as under;

A good influencer knows how to manage his personal branding

The social media of the influencer must be a clear reflection of their values, passions and interests. The person behind it must be a reflection of what their publications demonstrate, that is, there must be a congruence between offline and online.

This is the previous step to ensure that you have an audience that is faithful to its principles and that the shared content is recognizable at first sight that is, it has developed its own tone of voice.

Thanks to this, you ensure that the “brand” of the influencer is in line with the products or services to be promoted. For example, a technology guru is perfect to publicize your electronics services, but it is not so much a fashion expert.

Know the importance of engagement

The communication and emotional connection between the influencer and his followers (regardless of the amount of these) is equally important to generate engagement towards your brand.

An editorial calendar to consistently publish and take the time to respond to comments, share and hold conversations is enough to keep the public talking about your brand.

Consider requesting results from previous campaigns in which results have been obtained thanks to their influence.

It is complemented by a good reputation

Users are able to immediately detect an influencer driven by personal interests or with little credibility. And if they suffer a setback in their careers, it is difficult for them to recover part of the reputation that preceded them.

Among the qualities of an influencer should include honesty, the fulfillment of promises, and demonstrate authenticity in their behavior.

How to build that reputation? From regularly posting valuable content to being an expert in your area, any strategy that improves your image to the public is valid.

Is passionate enough

The passion to learn, to keep abreast of the latest trends, those that could influence your brand and those to stay away from. This allows you to convey security when communicating everything about your brand.

If you find an influencer really interested in building a fruitful relationship in which you and the public benefit, you’ve got what you need!

He has marketing knowledge

Another quality of the influencer that is often missed, but that is extremely important.

A good influencer should be aware that traditional advertising is considered intrusive, and he needs to find a way to integrate brands into their content almost imperceptibly.

A good influencer has authority

No matter how much passion the influencer possesses, but he has enough authority, no one will take his opinion into account.

Someone with authority has sufficient knowledge and experience to offer adequate information to the public. And this rewards him by trusting, believing in what they are seeing or hearing.

The influencer’s authority becomes the authority of your brand.

Because in order to influence one person the most, you have to use another person. Influencer marketing is often combined with content marketing and social media marketing. Small and large companies, B2B or B2C oriented – all seek the soul mate of their brand to provide a long-term source of influence.

Today, influencer marketing is one of the most effective ways of brands in the digital world.

Influencer marketing has become something that social networks were 10 years ago. Companies know they should do it in principle, but they are not quite sure how to measure it or where to start it. Here we will discuss a list of benefits that will leave you speechless.

Increase Brand Confidence

The followers trust the opinion of the influencer because he is part of a community, speaks “in the same language” and understands the tastes and needs of his audience. The proximity between followers and influencer in some cases is so great that people consider him as a friend. So, if the influencer encourages or recommends the use of a certain product or hiring a service, his followers consider that he has good reasons to do so. Thus, they conclude that using the product or hiring the service and trusting the brand is the best alternative.

Reach the Target Audience Effectively

When researching about a particular product, do you trust brand advertising or the opinion of a friend more? Most people tend to respond that the opinion of another consumer generates more confidence. It is on this premise that influence marketing is based. Through its application, the target audience is reached through the recognition of the opinion of a person with a high power of influence. It is important to say that advertising continues to be important and continues to be fundamental to the success of brands. Considering this issue, it is essential that companies know how to use influence marketing.

Increase Reach Power

Large and small businesses that want to be better known, regional brands that want to expand their region of operation and other types of companies can make use of this type of marketing and increase their market share successfully. This is possible because the influencers can increase the reach of the brand. That is due to the large number of followers that these influencers have on social networks.

Influence Buying Behavior

Many people think that influence marketing is only for branding, this is a big mistake! Purchase behavior and conversion are also affected by the influencers’ opinion. As a consequence, the influencers’ discourse is able to directly mobilize the consumer buying process.

Enrich the Digital Presence

Undoubtedly, the benefits are aspects that directly influence the importance of its use. Thus, they become fundamental reasons to apply influence marketing in the organizational marketing strategy.

Legal Aspects

There are also legal aspects to this advertising practice.

  • Of course, the main problem is measurement. How to take into account the effect of the presentation of a product or service by influencers.
  • There are also doubts about the truth of users – on networks like Instagram we know that there are fake accounts or bots that generate numbers and likes that are not real people. This is where the link comes from the topic of brand safety.
  • There is also some discussion about the fact that some influencers have committed themselves to too many different brands. Doesn’t that reduce their performance?

All this comes in addition to the need to define the so-called influence and determine who is trying to influence the brand and what exactly it is trying to achieve with it. In the context of ongoing changes to Facebook’s algorithm and the decline in organic reach, influencer marketing can be quite inefficient.

The advantage of this aspect of digital marketing is the fact that social media (and internet access) allow everyone to express their opinions freely. If he is able to share fascinating content that attracts people, then he is about to become an influencer. It is with such personalities that brands try to work. It is through this strategy that the skepticism and mistrust encountered by direct advertisements are largely avoided.

71% of consumers are more likely to make a purchase based on recommendations on social media.

Do the people your influencer communicates with fit your product?

When it comes to selecting an influencer, it is common to see personalities being chosen for their style, the content they produce and the fit they have with the brand. And it is not wrong to look at all of these items. However, the main information ends up being left out: who is the audience that consumes the contents of its influencer?

The tip here is to look from the end to the beginning: pay attention to your influencer’s audience. Read the comments left in your publications, ask for prints of the areas of insights that show the age group and location of the audience that follows you.

And above all, trust your instinct. If you think there is something wrong with the comments, likes and shares of the influencer you have chosen, do not hesitate to raise these points in frank conversation.

Another point to keep an eye on is your influencer’s background. Has he run a campaign before? What were the results of these publications? What was the way used in your communication? Did the posts ring true?

For your strategy to work, your choices must be accurate.

Did you choose influencers from the right networks?

This tip is very important for micro and small companies that want to work with influencers. Whenever you are working with influencers, choose from those on the networks your company is also in.

If you are unable to communicate with the people who are going to be interested in your product and have nothing to offer if those interested are looking for you on the network, it is better not to take any chances. You will end up spending part of your budget and you will hardly get any return.

Don’t just bet on your influencer’s content

This tip is complementary to the one above. What do you offer your client when he looks for you on the social network your influencer is on?

If we are talking about a product or service that does not have an ecommerce for immediate purchase and the person interested in communicating with your influencer is looking for you, do your networks offer content complementary to those made by your influencer? How do you continue the conversation with these people?

Your brand must be much more than an influencer ad, and when the consumer is impacted by your favorite personality, you must not break the magic created by your contractor.

Does your influencer convey truth?

Great influencers are very good at reaching out to your product or service. However, as we mentioned earlier, people already have greater insight into what is or is not advertising. Some great influencers are no longer perceived as normal people and become celebrities. And people know what celebrities sell.

A good Influence Marketing strategy must know what the main objective of your campaign is and, therefore, put that factor in the balance when choosing an influencer.

Digital leaders have a much greater reliability among their followers and, probably, they may be a better option for smaller companies, which seek to insert their product or service into people’s routine.

Choose your talents very carefully;

The sale is the consequence of a very good marketing action. There must be a real and genuine connection, otherwise you will go unnoticed;

Be 100% aligned with your real goals with hiring the influencer. He should know that there are goals behind his contract and what you really expect from him;

One-off actions do not turn pointer. A sporadic post is unlikely to build anything for your brand;

Think about how to work your Influence Marketing strategy for longer periods. To convey even more truth to followers, the influencer must show that his brand is really present in his daily life.

To learn all about Influence Marketing and how to generate sales with digital influencers, download our eBook! Just fill in the details below to access it for free. You will find lots of actionable tips and strategies!

It is difficult to get consumers’ attention with originality nowadays. At least that’s what most brands think. The users are oversaturated. From original messages, fresh packaging, “unique” brands and “irresistible” offers. Television ads can no longer boast of the influence they had decades ago.  Not when a new player enters the game – the online world.

The evolution of social media and the ever-changing customer preferences have created many challenges for marketers. Starting with ad blockers, which are a real scourge for advertisers, and come to the diminishing popularity of traditional media. All these variables require immediate action on the part of the business. Measures that effectively combat competition but do not “intrude” on consumers. Or to put it another way, providing the desired content from “trusted sources.”

Does your campaign generate empathy between influencers and their followers?

An influencer’s job is to generate connection, and it is from that trust between follower and personality that he lives. Your brand cannot ask for that trust to be betrayed by legal texts and false promotions. If your brand offers a coupon for the influencer to distribute, for example, but with the same discount that you already give in your stores, what is the real benefit you are generating?

Working with an influencer is different than working with a media campaign. People will question about your product, about its quality, they will clear up doubts and criticize when they feel cheated.

Be transparent, align assumptions and don’t plaster your influencer. Quite the contrary: have opportunities for him to make his brand better understood by his followers.

How Boundless Technologies work for Influencers:

Boundless Technologies has been serving in digital industries for last 16 years and are experts in proposing the best solution by implementing strategies adapted to your business objectives. We work with more than 100 influencers worldwide, from microinfluencers to the most important and famous. Our methodology and creative approach allows us to create the most original and appropriate content for your audience, with an innovative approach and thinking about your goals. We have a record of registered micro influencers from different countries.

  • We look for the types of influencers.

    We have an extensive database of more than more than 100 influencers worldwide segmented by different categories, age, sex, followers and countries to promote your product.

  • Our company negotiates with the best talents and creators

    Wediscover and contact the top influencers to meet the objectives of the project. In addition, we ensure that your results, data and profile are aligned with the requirements of your campaign and influencers strategy through a systematic analysis that we reflect in an influencer profile document.
    We take into consideration all the aspects in which the campaign is working to generate a contract with the influencers to help them create the best possible collaboration by giving them:
    Product knowledge
    Content
    Brand and product values
    We also allow them to include the content as per to influence their community within the legal aspects for sure.

  • We make a clear contract with obligations and requirements:

    We best understand the needs of clients and influencers thus manage a campaign to get best results with satisfying both. We make clear contract shows;
    Number of content to develop
    Number of publications to be made
    Aspects that must be included in the content (hashtag, url, mention, etc.
    Content Formats
    Date and hours of publication
    Metrics and data that will be requested to measure the project.

  • Proper Reporting and Matrices:

    We do satisfy our clients with a proper reporting system with all the metrics corresponding to each social network and adapted to the specific needs of each project. Our all reports will show a complete quantitative and qualitative conclusions and recommendations as lessons learned from the campaign.