Influencer Marketing

Let's learn about influencer marketing

January 24, 2018

Influencer marketing is one of the most recent forms of promoting brands and businesses, but it’s one of the fastest growing sectors of the marketing industry, and there’s a reason for this: It works.

So, what is influencer marketing? When an individual runs a successful blog, community, or social media account that relates to a particular field or industry, the individual is referred to as having an influence over their audience and niche. As an example, if an individual creates YouTube videos where they review video gaming equipment, then you can expect that almost all of their audience will be interested in video gaming, and video gaming equipment, to some degree.

Using the same example, companies who create gaming equipment can tap into the individual’s influence and reach, and use their YouTube channel to promote their own products to a highly targeted audience. Rather than running a traditional video ad campaign, the influencer who runs the YouTube channel, and who has developed a rapport with his audience, will create a positive video review recommending the gaming product. This is like the modern equivalent of sponsorship or endorsement marketing.

Influencers with smaller audiences, or who are just starting out, will often create and publish videos for free, in exchange for receiving the item they are reviewing. In this case, the gaming equipment company would send the YouTuber a free gaming joystick. The YouTuber would then review and publish the video to their audience, in exchange for getting to keep the joystick.

For more established influencers with larger audiences, it will cost a fee which will vary on an individual basis, and will be dependent on certain factors, such as which particular niche their channel or blog appeals to.

Influencers develop a deep connection with their audience, and it’s because of this that influencer marketing is so effective. It’s the modern version of a celebrity or respected individual endorsing a particular product. Influencer marketing will offer one of the highest conversion rates of all marketing methods.

Contacting influencers is rather straightforward, and they will often provide their contact details on their site or channel. All you need to do is to send a simple email or message explaining your business, product or service, and to ask for information on their pricing structures and details on how their process works.

Cost, reach, and conversion rates will all vary depending on audience, industry, and other factors.

You may decide to use an influencer on a one-off basis, or as part of an ongoing partnership. You may also decide to try out a few different influencers to see which is the most effective for you.

When seeking influencers, search for people who are active within your industry, and who have an established relationship with their audience. Take a look at the videos and posts they’ve created where they promoted another company’s product or service, and see whether they will be the right fit for you. The best part of influencer marketing is that they appear to your audience to be recommendations rather than traditional adverts.