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The Basics of Influencer Marketing

Influencer marketing has developed itself in recent years into an essential part of the marketing strategy of companies. This is also evident from the figures. For example, it is predicted that around 5 to 10 billion dollars will be invested in influencer marketing over the next 5 years. Do you want to work with it too? In this article, I tell you what it is and, perhaps even more important, what it yields to you.influencer-marketing-talk

What is influencer marketing really?

Influencer marketing is nothing new. People used to be influenced by a leader or someone they looked up to. Influencer marketing is the word-of-mouth advertising of the current time in which everyone is always online. The difference is that the channel has changed. Influencers are active on social media and have many followers because they inspire consumers, often in a certain area (think: traveling, fashion, interior, animals, art, food, children or sports).

brand-influencer

Influencers generally publish different types of content, often processed with a product or service. As a result, they exert a great deal of influence on the consumer through the marketing channels on which the influencers are active. Today’s consumers do their own ‘research’ when they want to buy a product or service, or they happen to come into contact with them.

What can an influencer give?

Now that it is clear what we mean by ‘influencer’, it’s time to look at the benefits of influencers and with that influencer marketing.

Reach a specific target group

By using the power of influencers, you can reach a specific target group. There are various influencers worldwide, each with its own specialism. From artists to football players. Because of this, you know that the followers of these influencers are also interested in such topics, and you can reach your consumer very goal-oriented.

Visibility for a product or service

Influencers have built up a strong bond with their followers. This allows them to generate online visibility for a product or service. In addition, they can encourage followers to carry out actions, such as making a purchase, exercising more on the advice of the influencer or signing a petition. A good example of this is the Draw the Line campaign by Milieudefensie. The agency launched a campaign last year to stop the destruction in the rainforest. With the use of 10 influencers, attention was drawn to signing the petition. More than 700 people signed the petition against the development of palm oil plantations.

zoella-superdrug-influencer

Personal connection

Research shows that 84 percent of consumers see recommendations from family and friends as influential and reliable. Influencers also build a certain relationship with their followers. This allows them to share an opinion in a personal capacity. Content distributed by influencers is powerful, interactive and reliable thanks to that personal bond. It is thereby easier for a consumer to identify with a like-minded and a ‘real’ looking person, than for example with a model in a studio.

Glossary

There are a number of specific concepts that regularly return to the world of influencer marketing. Maybe some open doors, but for those who just come to see the world of influencer marketing, I explain them briefly below, with Instagram for illustration.

Boomerang
A short video of a second or 2 that plays back and forth a number of times.

Caption
A short text that is printed under or near a photo or video.

Feed
A familiar concept in the field, but did you know that influencers – especially on Instagram – often make conscious choices when it comes to the feed? For example, certain colors and themes are used to make the total picture attractive and to create recognisability.influencer-instagram-sample

Follow-for-follow
This stands for ‘Do you follow me? Then I will follow you back ‘.

Handle
your username on Instagram with the ‘@’ before it.

Nano-influencer
An influencer that generally has a  maximum of 5,000 followers.

Micro-influencer
An influencer with generally 5,000 – 50,000 followers.

Meso-influencer
An influencer with generally 50,000 – 100,000 followers.

Macro influencer
An influencer with generally 100,000 – 1,000,000 followers.

Mega influencer
An influencer with more than 1,000,000 followers in general.

Swipe-up
People behind Instagram accounts with more than 10,000 followers can add a link to their Stories. This refers followers to a particular page with more information. Very valuable if you want to generate more traffic to your website.

Take-over
When an influencer takes over an account temporarily, for example, an afternoon. For example, a brand may temporarily have its Instagram account taken over by a well-known citizen or an influencer.

The future of influencer marketing

Meanwhile, it is hopefully clear what an influencer is, and what the benefits of influencer marketing are. In the next article, we talk about the growing influencer market and the future of influencer marketing.

Is influencer marketing something for you? Leave your comment in the comments!

About the author

Vikram

Vikram is a Digital Media Strategy Consultant who helps small business owners grow their
business. He is passionate about blogging, digital marketing, and emerging technologies.

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