Influencer marketing has quickly become one of the most powerful strategies available to marketers. Brands big and small have turned to influencers to engage their audience as the effectiveness of traditional advertising diminishes and more young people turn to the internet for content. (influencer marketing Singapore)
Let’s start with the basics. So, what exactly is influencer marketing?
The interaction between a brand and an influencer is known as influencer marketing. Influencers use their online platforms to promote businesses, products, and services, which might include social media accounts, vlogs, and blogs.
Influencer marketing differs from celebrity endorsements in that an influencer is a regular person who has acquired a following online. Influencers might appeal to a broad audience or focus on a specific topic. They are regarded influencers once they have the ability to affect their audience’s purchasing decisions.
We spoke to some experts with experience dealing with influencers to help you get started on the right foot — or to improve your approach moving ahead.
Check out their 20 recommendations on how to improve your influencer marketing plan, which include everything from initial research to reaching out and tracking success:
Find the ideal influencer by conducting research:
1. Find an influencer who is a good fit for your brand. (influencer marketing Singapore)
Make sure you do your homework on the influencer you want to work with to make sure they’re “on-brand” with your company – that is, you have a similar voice, a similar target demographic, a similar aesthetic, and so on.
To avoid coming off as an advertisement, make sure the influencer you choose for your campaign feels genuine and is a natural fit for your company or brand.
2. Look into the analytics that are provided.
I often ask for a couple screenshots of their stats when I need to hire or collaborate with influencers. Instead of thousands of phoney followers, I can confirm that the account has an engaged audience and an adequate CTR on the bio link.
I also look at their profile and do a quick estimate of how many followers they have compared to how many people engage with their photos. In addition, I’ll look at their growth over the last few months using a free analytics tool such as Socialblade.
3. Verify that their followers are similar to your target demographic.
When assessing Instagram influencers, make sure to inquire about their audience demographics by area. It’s fantastic if you can identify a relevant influencer with 300,000 followers. However, if only 20% of your followers are in the United States, and you’re a US-based company, you’re not going to get much bang for your buck. You should also be warned that a large percentage of their followers may be bots!
4. Look for the ideal influencer for your business on a global scale.
For a local market, don’t limit yourself to local influencers. Influencers from all over the world may frequently reach a local market – and possibly at a lower cost.
Make certain you conduct thorough research. It’s pointless to pay a lot of money for an influencer’s enormous following only to discover that the majority of their followers are half-way over the world and have no access to your product.
Instead, use this to your advantage and search globally if local influencers are unavailable or pricing is too expensive.
For example, the Irish YouTube channel ‘Facts’ collaborated on a film for the firm ‘MyHeritage DNA’ that much exceeded expectations.
MyHeritage, based in Israel, sought to expand into the United States, and while Facts was based in Dublin, the majority of its almost 1.5 million customers were in the United States.
We were able to collaborate to generate content that was consistent with Facts’ style while also emphasising the benefits of the MyHeritage DNA kits. The video went viral in the United States. They expect the video to get 200k-300k views at first, but it already has 1.5 million. This only goes to demonstrate that reaching out abroad can be effective even when you’re trying to reach a more local – or even altogether different – market.
5. Take a look at previous campaigns and collaborations.
When it comes to finding influencers for your campaign, one crucial method is to look at their previous initiatives… rather than relying exclusively on the quantity of followers or news coverage they’ve gotten.
It’s crucial to pay attention to how they advertised other companies’ products or services, and to make sure that the information they used corresponds to your own. A effective influencer campaign would emphasise relevancy as well as the popularity of the influencers being targeted.
6. Based on engagement numbers, make a final decision.
When you’ve narrowed down your list of potential influencers for your campaign, base your final decision on their engagement rates. Engagement is at the heart of several of the most essential campaign metrics, including:
- Recall of the brand
- Visits to the website result in sales.
Comparing the engagement rates of organic and sponsored posts from influencers will help your campaign succeed. Unfortunately, many marketers neglect this basic principle and place too much emphasis on vanity metrics.