Is it worth investing money in influencer marketing, that is, promotion through influencers? What are all the benefits of cooperation with influencers and why is this way of promotion extremely popular today? How to choose an influencer for promotion and what to look out for?
Influencer marketing has become a very popular way of promoting various popular and less popular brands in recent years. Statistics show how the number of brands that are ready to cooperate with influencers is growing. Also, the data indicate that cooperation with influencers is a very high-quality way of promoting products and services.
If you have your own project or sell a product/service – you must have wondered if it made sense to cooperate with influencers and how financially expensive it is. Below we bring you a few ideas and rules you should follow before cooperating with influencers:
Influencers bring an excellent return on investment
Research has shown that influencer marketing is one of the highest quality and best methods of promotion in recent years. Although public opinion is probably completely opposite, Advertising through influencers proves to be a hit for many. Of course, in order for influencer marketing to bring the desired return of money, it is necessary to harmonize several important factors that affect end customers, i.e. followers.
The advantage of influencer marketing is certainly that you advertise to a precisely targeted group of people that influencers know very well. By that alone, influencers know how to present a certain product to the people who follow them – and thus achieve an excellent conversion. Product/service promotion itself is related to the goals that a certain brand wants to achieve through influencer advertising.
Research has shown that the largest percentage of brands use influencer marketing to raise brand awareness and reach new potential clients. Therefore, the basis of influencer marketing is activities that spread brand awareness among a new audience – and brands are very satisfied with these results. Furthermore, even half of the brands declare that they are extremely satisfied with the increase in sales which is a direct result of promoting products/services through influencers.
Quality selection of influencers is the most important step to success
Today, we have a lot of influencers on the market who are active on several different popular platforms. Of course, Instagram still gets the most attention among influencers, followed by TikTok, YouTube, Facebook, etc. Interestingly, according to statistics, even 84% of influencers on Instagram are women. However, this should not surprise us considering the fact that lifestyle the most popular category which is promoted through influencer marketing. The market of influencer marketing this year should surpass the level of 15 billion dollars worth.
In the sea of high-quality and low-quality influencers, it is necessary to choose wisely which influencer you want to work with. Namely, in some cases, big influencers are better (with a large number of followers), while in some situations micro influencers (with a smaller number of followers) are better. When choosing an influencer for cooperation, it is very important choose an influencer whose attitudes and content correspond to the story told by our brand. Therefore, it is necessary that the influencer has a topic as close as possible – to the functionalities of our brand.
A wisely chosen influencer will bring the much-desired reach and return on investment, while a wrongly chosen influencer will only harm your brand. So, when choosing an influencer for cooperation, first of all you need to see if the influencer’s content corresponds to the content you want to promote. After that, you need to request detailed reach statistics to see how popular a certain influencer actually is (the number of followers is not that important). Ultimately you need to consider the potential for cooperation and the way a particular influencer will tell your story.
Freedom to create influencer content brings results
Influencers know their audience best and know exactly what kind of content suits their audience best and at the same time brings the best results. Therefore, one of the main mistakes of many brands is excessive interference in the creation of posts to collaborate with influencers. Instead of brands directing every step of promotion through influencers – they should give influencers the freedom to create the posts they feel are optimal. So, influencers should independently create posts to promote the brands’ products/services – in order to achieve the best results.
In this case, brands should assume only a regulatory role, ie they should react in the event that they are by no means satisfied with the publication created by an individual influencer. Of course, influencers come up with various ideas, so it is to be expected that some ideas will sometimes go beyond the framework of strict brand structures – in that case, the brand should react by stopping the content. But in all other situations brands should let influencers create the content that will most resonate with their audience.
The freedom that brands will provide to influencers will give influencers an additional wind behind them and they will make additional efforts to promote certain services/products. It is a well-known fact that influencers are very bothered by the interference of brands in the creation of content and mark this as one of the main problems of cooperation. The basis of this should be sought in the fact that influencers do not want to tire their audience with monotonous content, because then it does not bring results to either the brand or the influencer. Therefore, if you plan to work with influencers, be prepared to leave the baton of creating posts to the influencers. Let them create the content – and you all just approve what the influencers have prepared to promote your brand.
Brands must build on the influencer’s story
Many brands make a big mistake when they miss the opportunity to convert a new audience into customers due to influencer promotion. Namely, many brands welcome influencer posts a bit awkwardly and they don’t prepare in time for the potential influx of new users – once the influencer publishes content for the brand. Of course, the brand must be ready for the influx of new users when doing influencer marketing. The fact is that influencer marketing it generally brings an immediate effect that lasts for one day – and after that the results drop sharply. You should use that one day in order to turn a new audience into your clients, that is, customers.
After the influencer prepares the post, the brand itself must rely on the influencer’s story. If necessary, the brand should build a special landing page that will be visited by the audience from the influencer’s profile – in order to channel as many people as possible into clients. Of course, brands can acquire a new audience in various other ways – but they must not be unprepared to welcome visitors sent by influencers. Otherwise, such promotion through influencers will have a miserable result and brands will ultimately not be satisfied with the cooperation.
After the end of the cooperation, of course request influencer statistics in order to make sure that the results that were initially announced were achieved. If necessary, test several influencers, that is, create a wider campaign in which you will include several different influencers who will promote your brand. Influencer promotion prices range from HRK 500 to HRK 50,000 (when we talk about domestic influencers), but they can be much bigger in the foreign market. It is best to ask the influencer for the price of the promotion – with a yes you must have an idea in advance of how many posts you want and what you want to achieve with the campaign. A high-quality approach at the beginning of the cooperation will result in a well-executed cooperation – to mutual satisfaction. Good luck!