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Make an Impact: What Is Influencer Marketing?

2 Mins read

Be under the influence.

On average, an American company spends 11 percent of its budget on marketing. If you’re in consumer products, that figure jumps to 24 percent. Being able to save money and time on marketing is essential.

Yet corporations struggle to find cost-effective ways to market. They run expensive social media campaigns, but they see little return on investment.

Don’t abandon social media. Go to the users who know it best: influencers.

What is influencer marketing? Here is a quick guide.

What Is Influencer Marketing?

Influencer marketing is marketing through popular social media users. A company leverages a user’s popularity and personality to promote its product.

Most influencer marketing occurs through videos since 90 percent of consumers use videos to make buying decisions. If your influencer is on Pinterest or Instagram, you can run a campaign using infographics and/or text.

You can give materials for the influencers to reshare. You can also ask the influencers to come up with their own videos.

Most companies send product samples for the influencers to use in their content. Influencer marketing is best for consumer products or entertainment companies for that reason.

If you offer a service, you may need to adjust your campaign to demonstrate your service. The audience has to see the value of a product in order to buy the product.

Influencer marketing attracts younger and more tech-savvy consumers. If you’re looking to grow your audience for older people, you shouldn’t use influencers.

Most companies compensate influencers with cash. The more high-profile the influencer is, the more cash you have to pay. Some influencers accept commissions on sales as well.

How to Use Influencer Marketing

Consider what your brand is and what product you want to sell. If you want to sell a health product, you should find an influencer in the health niche.
 
 Look at different influencers and their content. Do some research to find out if the influencer has a clean image.

Then reach out to the influencer with a private message or email. Reaching out to them publicly may seem desperate.

Explain what your company is and what product you want to promote. You should provide a sample of the product to them.

If you have a script you want them to read, provide the script. But do lend them with creative freedom, especially if you want a long relationship. 77 percent of influencers say having creative freedom encourages them to partner with a brand.

Don’t be pushy. It may take some time for the influencer to advertise your product.

Once they have made the advertisement, follow up with them. Share their content on your social media pages and get to know them personally. This will encourage them to share your content in the future.

The Benefits of Influencer Marketing

Influencer marketing is a cost-effective way to grow your audience. Yet many corporations ask, “What is influencer marketing?”

You partner with a popular social media personality. You provide them with a sample of your product to demonstrate, and they make a video based on it.

Influencer marketing is successful when a company finds an influencer in their sector. A company must develop a close connection to the influencer, providing them with creative freedom. If they make an advertisement, you can expect a stronger base amongst younger, tech-savvy consumers.

Get the information you need to launch your marketing campaigns. Follow our blog for more marketing guides.

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