When you think of influencer marketing, does a celebrity endorsing a new sports drink or perfume come to mind?
It might surprise you to know that you would be incorrect. That is called celebrity endorsements, and the influencers we’re talking about are not Hollywood celebrities. They are normal people who have large followings on web and social media platforms like YouTube, Instagram, or Twitter. While this marketing practice is in no way new, many companies are just now realizing how effective this strategy is in today’s world.
Here are a few tips to consider if you’re interested in influencer marketing.
1. Know the Influencer and What They Stand For
Influencers spend an incredible amount of time cultivating and managing their online presence and building strong relationships with their followers. More than likely, they will fall into specific categories and niches, like fashion, music, cooking, etc. If you’re considering investing in an influencer, you want to make sure that your product/service and practices align with the influencer and their follower base. A popular makeup brand wouldn’t ask someone known for their cooking videos on YouTube to advocate their newest line of lipsticks. The YouTuber’s audience is there to learn new recipes, not to hear about your lipstick formula. Take the time to get to know influencers through their online presence. Doing this simple step could save both of you time and money.
2. Honesty is Effective
Celebrities are paid to be in commercials and advertisements to promote different products. Influencer marketing is different in that they are going to be much more honest and transparent when talking about your products and services. Influencers build their personal brand by being real and authentic with their viewers, and it’s important that an influencer promotes your brand because they actually want to, not because they’re just being paid to say nice things about you. As we mentioned above, knowing who the influencer is and what they stand for is key information when determining if they will promote your product with genuine interest.
3. Stand Out Among Others
If an influencer is particularly famous, they’re going to be harder to reach than others because tons of brands are constantly competing for their attention. If you want to stand out amongst the crowd, focus on connecting with the influencer through their social media channels. For example, comment on a photo they posted, react to status updates, and just generally engage with the influencer and their audience. Not only will this alert your presence to followers, but you will begin building a relationship with the influencer.
4. It’s Not Always About Money
A common misconception is that influencers want to be paid a lot of money to endorse products and services. Realistically, most influencers are just as satisfied to receive products in exchange for social media posts highlighting the product or a video review. So don’t assume that you necessarily have to write a check in order to get an influencer’s attention. If they genuinely enjoy your brand, an influencer will be glad to accept promotional items, gift cards, or early access to new products.