Businesses are getting traction using influencer marketing in different stages in their promotional events. Now it has been proved that influencer marketing has the potential to uplift brand image by increasing sales. With the latest advancements in digital marketing experienced marketers are looking for the next buzzwords to take their business to another level with a better approach. They are focusing on increasing their reach and engagement by partnering with the top influencers in their niche.
If you are a brand looking to incorporate influencer marketing in your business approach this article is a must-read for you because probably you know what to do but that also comes with certain restrictions. The more you know about them the better you will get prepared for your upcoming campaign.
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It is very tempting to work with celebrity or mega influencers who has more than 100k followers on Instagram or on any other social media platform. But did you know those influencers will only have an engagement ratio of 1 to 2.5%? Is this what you want after spending a lump sum or do you want something that provides you higher engagement and reach without puncturing your pocket? When it comes to endorsing your products with influencers reach is a vital element to consider because you want as many people as possible to see your marketing material isn’t it?
If so, work with micro and nano influencers even if you have a handsome marketing budget because in the end you want result and that can happen if you play smart. Influencers with less than 10k followers on Instagram are called nano influencers and you would wonder to know they can provide around 6 to 7% engagement because they form a strong community around them where everyone knows everyone. So, if you work with them it will likely provide you with a better result than celebrity influencers.
On the other hand, if you work with micro-influencers who has followers better than 10k to 50k you will get around 4 to 6% engagement since the content creators with a smaller follower will likely provide better engagement.
So, it is essential to consider which tier of influencers you are working with. Then why do big brands work with celebrity influencers? Well, if you let a top celebrity influencer endorse your brand you might get lesser engagement but that won’t affect you if you see the bigger picture since they are backed by millions of followers where 1 to 2% engagement is equivalent or sometimes more than what you will get from micro or nano influencers. Besides working with celebrity influencers will increase your brand reputation which is important to make an impression in this aggressive market.
The rationale would be to work with different tiers of influencers for different influencer marketing campaigns and observe the results closely. So that you can understand how to get the most out of your influence marketing campaign in the future.
If you see Instagram, you will find many brands are doing a collaboration with hundreds of influencers on a barter basis which means they provide free products in exchange for an online review or a post on Instagram. You might be thinking what is wrong with that? Well, technically there is no wrong in giving away free products and ask the influencers to share their feedback but do you know does it encourage the creators to do so? Don’t they feel undecimated for their skill and knowledge? If they feel demotivated, they won’t take such work in the future and you will see their soul missing in the content which your views will hate.
Instead, you can offer discount coupons, or even start an affiliate marketing program where the influencers can earn a commission after selling your products. Do not forget to add a UTM code that would provide details of the purchase. This strategy is particularly suitable for brands that are product-based or service-based. It would provide a better chance to partner with more creators because when they will see you can provide extra perks to the influencers, they will be encouraged to work with you. This will also help them keep in mind your brand goals. Besides repeatedly endorsing your products and/or services will portray a sense of credibility to your viewers. So, drop the monotonous approach when it comes to providing perks to your influencers, respect them for their credibility and skills.
Days are gone when brands used to find their target audience roaming around Facebook now you have to diversify your social media presence in order to connect with the broader more diversified customers. Now it is crucial to generate content suitable for all social media platforms because you never know where your consumers will spend time. Over the past few years, Instagram and TikTok got famous due to influencer marketing campaigns by big brands. Small brands are not lagging as well, they now focusing on partnering with various content creators active on multiple social media platforms. Do you know TikTok provide much higher engagement than any other platform that is why big brands like Pepsi have spent millions of dollars on TikTok influencers?
You must broaden your reach to open up new possibilities for your business. Brands that stick to a single social media platform lack diversification which means restricting the reach. This is the reason Instagram influencers put TikTok videos on their Instagram feeds and gets millions of viewers. If you cater to your followers on both the platform not only that even more platforms like Snapchat, YouTube, Twitter etc. where you will get connected with a lot of new prospect customers.
Also, you must think of communicating with different languages speaking of which Apple alone have achieved 500+ active podcasts over 100 languages. If you focus on the audio-format content which will provide a better-insights into your products and services. It would also enhance your SEO. If you are thinking about partnering with multiple influencers who are able to make content in different languages (regional). It would also add a personal spin to it which connect like-minded people together through your products and services.
If you are thinking influencer marketing is a one-time thing then you are completely wrong. Influencers who work with multiple brands in a short time span might get questioned about their credibility. Brands who are looking to make their business sustainable must think of partnering with influencers on a long-term basis since it is important to establish their reputation with their customers. Similarly, if you work with the same influencers, it would enhance your brand credibility which adds more value to your customers.
Ask your team to get to know the influencers beyond collaboration so that they will feel valued and you will achieve your long-term business goals.
Sometimes brands end up hiring influencers with a higher number of followers without checking their authenticity. Sometimes they use bot services to gain more followers in order to get more brand collaboration, if you partner with one such influencer it would impact negatively. Even after posting the brand content, you will not see much activity on their posts unless they use bot services. Though Instagram has taken some serious measures against such malpractice still those are out, so be careful. If you are doubting the authenticity of an influencer check his/her profile more than twice, first check the engagement and reach.
To be on the safe side you can connect with a reputed influencer marketing platform that will guide you regarding with which you should take your influencers forward. They know how to check their profile.
As a brand owner, you must know the limitation of your team members before giving them unrealistic goals. If you keep pushing them you might not achieve the exact same outcome you are looking for from your influencer marketing campaign. So, before going on board it is necessary to know the limitations of your team members.
To be on the safe side you can connect with an experienced influencer marketing company in Canada who can help you plan a better campaign with their professional outlook. This way there will be lesser chances of error that is why big brands prefer to work with reputed influencer marketing companies for their promotional campaigns. You must know about the nuts and bolts of influencer marketing beforehand.
InfluGlue is a leading influencer marketing company in Canada with years of experience in dealing with promotional campaigns of various brands, if you are one such brand looking for top-notch influencer marketing services connect with them to get professional help. They will suggest you the best methods to go with your project after evaluating your campaign goals.
So, what are you waiting for? Connect with InfluGlue now!
Discover things that you should not do while planning your influencer marketing campaign. Gather all the necessary information beforehand which saves both your time and money.
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