18 May 2018
Influencer Marketing 101
The term “influencer” is fast-becoming a marketing buzzword, and for good reason. Forbes.com recently shared that 92% of consumers trust an influencer more than an advertisement or traditional celebrity endorsement. And with 47% of customers using ad-blocking technology, traditional digital advertising channels aren’t what they used to be. So it’s time to get creative. It’s time to set out to find the most influential people in your product/service niche, rather than trying to reach your target market as a whole.
So how can your company leverage this brave new world known as “Influencer Marketing”? First, you gotta play it smart.
Alright, alright. . . you see where I’m going with this. But it’s true — your website is much like a car. It can be a powerful tool if cared for properly. On the other hand, it can also be an eyesore money-pit if you neglect to maintain it.
Don’t get starstruck and stupefied by an influencer with a high follower count. With the rise of bots, many supposed “influencers” have actually purchased fake followers to boost their follower count. So don’t jump for the first influencer with over 10,000 followers you see. Take heed of Rebecca’s sage-like advice:
Rebecca Suhrawardi, fashion journalist and fellow FORBES contributor, says “More and more, brands are turning to people with far less numbers of followers — sometimes even as low as 8,000 — to help share their messages. In return, a brand receives intangible benefits like authenticity, a unique point of view, deeper storytelling and the potential of reaching a more tailored audience.”
Now that you know to dodge the follower-count bullet, let’s talk about what you should be looking for instead.
What to Look for in an Influencer
Think talent :- It’s far better to reach out to an influencer who has excellent videography skills and a magnetic personality, for example, than someone with thousands of followers but a stale approach to content creation. Invest in someone who may not have a big following now, but trust your gut if you think they’ve got the chops to become a social media star.
Demographic relevance :- Don’t be afraid to ask for screenshots of an influencer’s demographics. Facebook, Instagram, and YouTube make it easy for users to see general information on their followers. Use this data to make a wise choice. If you have a brick-and-mortar business, be sure to ask for their follower’s location data to ensure that they’re reaching a good portion of the followers in your area. There are many other considerations, such as age and gender, that will also help you to determine the fit and relevancy of the audience.
Healthy account :- Is the influencer’s number of likes and comments per post proportional to their number of followers? Remember, although they may have loads of followers, this is just a number, and you’ll only reach the active ones. Do a little sleuthing and take a look at your influencer’s most recent post. Who liked it? Do these profiles seem like a good fit for the people you’re wanting to reach? Or is the account only getting spammy comments and likes from people outside of the country? You’ll be glad you took the time to do this due-diligence, instead of being disappointed when your influencer’s post falls flat.
Super users :- Look for an influencer who truly understands the ins-and-outs of the platform. Are they making use of the platform’s most powerful features, and are they doing it well? Scrutinize with the same level of detail that you’d use to choose an actual marketing agency. Hey — did someone say marketing agency?
If we’re honest, most companies don’t have the resources to vette influencers. And even if they did find a few, the time it takes to manage the relationship with excellence and ensure they’re getting quality posts in a timely manner. . . well, let’s just say it can get pretty hairy.
If you go it alone and choose to DIY your influencer marketing, be sure to avoid these common landmines:
- Choosing influencers who aren’t a good fit
- Botching your best first impression by sounding like a total rookie
- Mismanaging the relationship and letting things fall through the cracks
- Missing out on trend opportunities by not leveraging influencer reach
While these pitfalls can damage a company’s reputation, it is entirely possible to dabble in influencer marketing in-house.
But if you want to maximize your opportunities, your friends here at Coachella Media are just a phone call away. Our influencer marketing experts will help you to source influencers and manage the relationship from start to finish. It’s just one of the many ways we make social media finally work for you.
And in the meantime, keep on Coachellin’!