What Is Influencer Marketing?
To understand influencer marketing, we first have to understand the influencers. So what is an influencer? It’s anyone who is popular on social media and who can promote products well. They can have many followers on Facebook or Instagram. Successful YouTube or Bitchute channels or popular Twitter feeds also help. In short, if we get many clicks, we are influencers.
How Can an Influencer Help with Marketing?
Billions of people around the world use social media. It’s their go-to source for information and socialization. For that reason, major brands use it to generate more traffic and get as many new customers as possible. However, we still need to advertise our product if we want it to reach the masses. Of course, we can invest money in expensive advertising campaigns and promotion, but that wouldn’t really connect to an audience. For example, an expensive ad about a computer chair will not get someone to buy it just because it looks cool. However, if someone sees PewDiePie use the chair in enough of his videos, they will want to own it.
People like to use the same products their favorite celebrity uses. This isn’t really a new marketing strategy. Celebrity endorsements have been around for decades. But with social media, literally anyone can get a small following. It undeniably has a bigger reach than regular marketing. That’s why it’s no wonder that both old and new brands are looking into influencer marketing. There are even companies whose entire business model is based on it. The best part is that influencer marketing is not even that complicated. It all comes down to a combination of several key factors. You need the ‘who,’ the ‘how’ and the ‘where.’
What Does Successful Influencer Marketing Look Like?
Most up-and-coming companies want to know how to use influencer marketing to their advantage. Let’s focus on one example and take a look at how Bumble did it in 2018.
Bumble is a relatively recent dating app. When they wanted to reach new customers, they decided to give influencer marketing a try. Therefore, they decided to team up with DJ Marshmello, a famous musician. Marshmello has almost 15 million followers on Instagram. Most of his followers are either Millennials or Gen Z; in other words, he’s a popular influencer. Bumble promoted with the DJ where fans got the chance to be in one of his upcoming videos. All they had to do is like and follow the Bumble Instagram page. Of course, this was also an excellent opportunity to reach new Bumble users. Namely, millennials are all over 18, i.e., the perfect legal age to use a dating app. Marshmello also promoted this campaign on his own Instagram page with the #bumblepartner tag.
The campaign was a roaring success. Marshmello’s post got over 559.000 likes and comments. That gave it an engagement rate of 3.8%. Also, Bumble’s user base also increased by a significant amount.
It’s important to mention that influencer marketing needs some ‘thinking outside of the box.’ Bumble might be a dating app, but they didn’t go for their target audience. Instead, they tried their hand with the fandom of a musician. This move is genius because it brings the product to an entirely new, enormous market.
Can Social Media Marketing Boost Your Business?
Small businesses often complain that social media marketing is not suitable for sales, and they often struggle with how to turn fans on these networks into customers. Yet, we know that social media marketing is a cost-effective method for targeting large audiences, especially compared to traditional advertising.
All that is great, but as a small business owner, you’re more interested in how social media marketing impacts your business’ bottom line. Small businesses who have dabbled with social media marketing have probably asked themselves this question at some point:
“What’s the use of getting a ton of fans if they can’t be converted into sales?”- Anonymous
Having more fans is just the start of your problems
When you first started with social media marketing, your initial aim was to build as many fans as possible. The logic being that more fans equate to more sales. That’s why everyone wants more fans; you, your peers, your competitors all want a slice of the action.
There are even social media companies with offers like “get 500 Twitter fans in 30 days guaranteed” and similar to facilitate this demand. So you finally reach 500 Twitter fans (whether through a service or by your own means), and your fan base is steadily growing. The problem is, you’ve built a fan base but those fans aren’t buying what you’re selling.
In your experience, more fans only mean more status updates to send, more people to try and build relationships with, more information to process, etc etc. In other words, social media marketing has created a whole lot of extra work for your business, which, in your experience (and many small businesses experience) has not translated into more sales. Therefore, you conclude that social media marketing is not good for getting sales. And you’ve learned to accept this because that’s just the way it is.
There aren’t enough hours in the day
As a business owner, I understand the demands on your time are high, and you don’t have considerable resources like bigger companies like Coca-Cola etc, to allocate specifically for social media. In fact, your resources are typically very small. What this often means for your small business is that social media marketing is another task to be added to a list of a million other tasks, to be performed by you, a colleague or even an intern and if that task isn’t bringing results, then it should be chopped. Your small business cannot afford to spend any more time or money on activities that don’t bring sales.
That’s perfectly understandable, I might feel the same way too if I were in your position. But I am! I’m a small business owner, but I don’t share your conclusion as I think in certain circumstances, social media marketing can be an excellent base for sales. Let me explain why.
Social media insights
The reason social media is excellent for sales is the insights it can give your business to your fan base.
But before I do that, and in order for you to understand the reason why your social media marketing efforts aren’t converting into sales, I’d like to quickly run through a typical experience of a business new to social media, which I’ll call the “social media newbie”.
The Social Media Newbie
You’ve created your Facebook page, as well as your Twitter page. You’ve chosen the design entered your business information and have even written a few updates and have racked up a few followers. You’re feeling pleased with yourself. And so you should be because you’ve made a wise decision in getting into social media marketing, which is fast developing into one of the most important elements of small business marketing. After all, it’s free to set up, cost-effective and it gets your brand out to the public at a lower cost than with traditional advertising. But the novelty soon fades, and you start to realise your social media efforts aren’t translating into sales.
You give and give, yet…nothing
Now the warm and fuzzy feelings you initially had for this exciting new social media project and its limitless marketing opportunities turn to frustration and confusion. You start questioning whether social media marketing is a valuable use of your precious time. You’ve got a million and one other responsibilities in your business, there aren’t enough hours in the day, so why should you waste those hours on fans who ultimately bring no income to your business? How do you get the community you’ve carefully built through social media marketing to become more than just fans? You are operating a business, after all, not chilling out on Twitter and Facebook for a living.
How do you turn these fans into customers?
Going Back To Basics
The best place to start is at the beginning.
“Everything is both simpler than we can imagine and more complicated than we can conceive” – Goethe
The answer is in the term social media marketing. Look at the meaning of each word that makes up this term.
Social: building relationship with fans and nurturing those relationships.
Media: the various social networks/ technology which facilitates these relationships, e.g. Facebook, Twitter, LinkedIn etc.
Marketing: the ways of communicating your brand to achieve sales, enquiries, registrations etc.
So here’s the definition of social media marketing:
Social media marketing is essentially building and nurturing relationships using social networks and using these networks to communicate your brand‘s marketing messages.
In getting closer to figuring out how to turn fans into customers, look at your own social media marketing and ask yourself if it’s doing any of these things.
The Holy Trinity of Social Media
- Build and cultivate relationships
- Add value to your fans
- Ask for the sale
During this pandemic, socialising, learning and shopping online has become the norm. It is a good idea to invest in social media marketing if you want your business to boom.
Best Influencer Marketing Campaigns Part One
In today’s world, social media can make you or break you. Millions of people will support a cause if it gets enough likes or clicks. Moreover, crowdfunding campaigns can make anyone an entrepreneur. In short, social media offers the best marketing. However, big companies and major brands can also use it. Instead of spending thousands of dollars on commercials, they simply try out influencer marketing. It gets eyes on the product and dollars in pockets quickly.
What Is Influencer Marketing?
Influencer marketing is a new phenomenon that came with a new audience. Timid Millennials and Generation Z spend a lot of their time on social media. Whether it’s Facebook, Twitter, Instagram, or YouTube, they can’t get enough of it. In fact, these platforms made celebrities out of everyday people like us. People like PewDiePie, H3H3 Productions, the Paul brothers, Chris Ray Gun, and JonTron are to the new generation what actors and rock stars were back in the 70s and 80s. Whatever they do, their followers will support. That’s why they’re the best way to go if we want to sell a brand.
However, an influencer doesn’t even need to be that big. An Instagram model with 10.000 followers can sell a brand or a service just as well as a YouTuber or a Twitch streamer with millions of subscribers. Moreover, some of the best influencer marketing can come from unexpected places.
Influencer Marketing Campaign Examples: American Express
American Express is already a pretty strong brand. It can afford paid ads and proper promotion without any guerilla marketing. But even powerful brands such as this one turn to influencer marketing. It just doesn’t sound logical, right?
Of course, there’s a very good reason why a strong brand can benefit far more from promotion by influencers. If we think about it, promoting Amex credit cards sounds boring because, on paper, it is. But the company got a clever idea in 2018. Namely, they used influencer marketing to promote their brand with the so-called #AmexAmbassador campaign. Big names such as Chiara Ferragni, Adam Gallagher, Flaviana Matata, and even Shaquille O’Neal were involved. That’s a pretty strong group of people to advertise their brand. But the company didn’t stop there. They also focused on small accounts, influencers who get under 100.000 followers on Instagram. It’s an amazing way to do marketing—covering both major and small fanbases.
However, these influencers didn’t promote the service itself. Instead, they focused on the lifestyle we can get from the service. One such promotion had to do with the Centurion Lounges on airports. Each of these lounges provides amazing food and quiet worksaces. A few will even offer shower cabins. With that in mind, the celebrities and smaller influencers went around the country and posted their photos with two hashtags, one of them being #TheCenturionLounge. They did similar campaigns at the Museum of Ice Cream and the Broadway show Hamilton.
The Success of the Campaign
How successful was influencer marketing for American Express, then? Well, 3.7 million engagements came out of the #AmexAmbassador campaign. We would say it was extremely successful. People will always be drawn to products that their favourite e-celeb promotes, and the Amex campaign is clear proof of that. But we don’t have to worry about getting celebrities with millions of views right away. A handful of small, but influential online personas can do just as well, if not better.
What is influencer marketing?
Influencer marketing is a marketing methodology that takes advantage of the influence and reach of so-called influencers or influentials, primarily through their social networks.
Influencers (formerly Influentials) are well-networked multipliers who, through their popularity, have a big impact on their fans, followers, friends . on Facebook, Instagram, Twitter. Influencers can also assert their influence through specialist contributions, performances, lectures.
What are influencers? Influencers are individuals who, on the one hand, are multipliers by their reach for the dissemination of information in their networks. On the other hand, influencers are people who have a significant influence on the opinion and the consumption habits of the people in their network.
Within social networks, Instagram and others it seems that there are people who are so-called influencers or influentials, where the tendency to spread memes is more pronounced than the average.
The term “influentials” invented in the 1940s by the American consulting company “Roper Starch Worldwide” has now been replaced by influencers, and influencers seem to me to be the most appropriate for describing the entirety of the key persons.
Primarily the younger influencers use the Internet as a source of information and communication tools. Influencers, in contrast to most people, visit the Internet several times a day, which documents an above-average need for information and great interest in current events.
As a result, they belong to the “early knowers” and often become “early adopters”. As a rule, they are people who, more than the rest (“late knowers”), inquire early about new trends, technologies, and products and are the first to buy new products.
Influencer marketing has been considered a big thing in brand communication on the Internet for several years. Today, this form of advertising has a firm place on all major and minor social media platforms, from YouTube and Instagram to Tik Tok.
The interest in influencer marketing has increased significantly in recent years. Is thus one of the trend topics in marketing.
Influencer Marketing: Product Tips from ‘People Like You and Me’ “Hello, dear ones, I’ve brought you a great product again today” – that’s the sound of Influencer Marketing, invading every day millions of speakers in living rooms and nursery rooms all over the world.
At first glance, influencer marketing hardly differs from traditional testimonial advertising with famous brand ambassadors: Both communication strategies aim to positively establish a brand or a specific product by associating it with a personal brand (influencer) among its target group (community).
‘Influencers’ are literally ‘influencers’ because they influence the opinions, interests and buying intentions of their followers. Prominent advertising figures and Internet opinion makers thus both act as so-called ‘multipliers’: they extend the effect of the brand to their fans or followers and thus multiply the size of the advertiser’s brand target group.
How does Influencer Marketing work in practice? In influencer marketing, a product, brand or company is integrated into the content of a high-reach social media opinion leader (influencer) through direct placement or sponsorship.
As a result, a brand can be targeted and positively established in the intended target group. The design of the content is primarily left to the influencer in order to maintain his credibility. Successful cooperation with influencers should always have an indirect character. Social media followers quickly notice when words are put into their idols’ mouths.
For this reason, bloggers or creators are usually given great creative freedom so that they can prepare the message according to their own target group. In the long term, respectful cooperation can lead to good influencer relations – in other words, a connection between the brands of all those involved. As part of the collaboration, the opinion leaders of the Internet are typically sent boxes of products (so-called ‘Hauls’), which they can then present in their own way. Alternatively, it funds travel and other special activities that are used to create blogs or vlogs.
As long as the resulting content is unusual for the target group and the sponsor’s brand is positive, the exact form of cooperation is of secondary importance.
Well connected influencers can be very valuable for business and companies. Although the reach in the respective industry is essential in the identification of influencers, in the opinion of many experts, qualitative aspects should be in the foreground.
Above all, it counts with which persons an influencer is networked and to what extent he counts as credible from the point of view of the target group.
When addressing influencers, personal contact is particularly promising. Noteworthy is the quality and relevance of the content offered to him. Because only if the influencer recognises an added value for his contacts or himself, he will also be willing to share the contents of the company.
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