influencer marketing

What is ‘Influencer Marketing’?

By Hannah Rankine

‘Influencer marketing’ is a concept we hear more and more about in today’s modern world. It has been a buzzword over the last decade and mainstream media often refer to it, but it is now considered an established form of marketing. 

But what exactly is an influencer? And how can they bring value to businesses? Influencer marketing is a hybrid of old and new marketing tools. It takes the idea of celebrity endorsement and places it in a modern-day, digital world. Before the internet existed, many people would be influenced by celebrities and public figures in magazines, for example. The idea and purpose of an influencer in today’s society are very similar, except their content is consumed predominately online, often via social media platforms. 

 

cookery influencer

 

An influencer (aka content creator), by definition, is “a person with the ability to influence potential buyers of a product or service by recommending it on social media”. This can be achieved through online platforms such as Instagram, YouTube, Facebook, Twitter or a blog. 
An influencer tends to have a large online following in a distinct niche and is therefore generally considered an expert in their specific field. For example, fashion, beauty, fitness, food and travel are popular industries in which you would find influencers. 

 

How can influencers bring value to businesses?

Think of it this way. Let’s say you’re a jewellery brand that has 50k followers on Instagram. You could potentially setup a collaboration with an Instagram influencer who has 100k followers. The cost of doing this varies greatly, but it’s a great way of reaching your target audience beyond your own social media following. 

It works for smaller brands too that may not have a large budget. If you’re a start-up company that sells activewear, you could team up with a local personal trainer with a large clientele to promote your products. This is a win-win situation for everyone as the personal trainer can receive some brand-new free activewear, and your products can be showcased to their clients via their social media channels. 

 

instagram statistics

 

Influencer marketing can be very beneficial for many brands as it’s often a cheaper option in comparison to other marketing techniques. A recent survey revealed that 89% of marketers say the ROI from influencer marketing is comparable to or better than other marketing channels, so it’s no wonder so many brands are increasingly choosing this marketing method. 

 

How to set up an influencer marketing campaign

Influencer marketing isn’t as easy as you might think. Firstly, you must find an influencer who represents your brand’s core values, voice and vision. For example, if you’re a company that promotes veganism, a meat-eating influencer probably wouldn’t be the best choice for a collaboration. You will also need to ensure that your influencer’s online following represents your target audience. There would be no point in choosing a female influencer if your business sells predominately to men. You will also need to work closely with your influencer to choose how they will market your products. 

 

influencer beauty products

 

Types of Influencer Marketing Campaigns

Here are a few types of influencer marketing campaigns you can consider:

  • Gifting: Giving free products to an influencer in exchange for reviews or mentions.
  • Guest posting: Creating and contributing content for an influencer’s blog.
  • Sponsored content: Paying for your brand to be featured on an influencer’s blog or social channel. You may or may not create the content for the post.
  • Co-creating content: Partnering with an influencer to create content that is featured on your website, their website, or a third-party website.
  • Social media mentions: Creating a social media marketing strategy with an influencer to mention your brand, share your content, or post about you.
  • Contests and giveaways: Running a contest and asking an influencer to share your giveaway with their followers.
  • Influencer takeover: Allowing an influencer to take control of your social media account for a set amount of time.
  • Affiliate links: Providing a unique link to a product that gives the influencer a percentage of each sale they drive.
  • Discount codes: Giving an influencer a unique discount code for your product or service that they can share with their audience.
  • Brand ambassadors: Forming relationships with loyal brand fans wherein they mention or promote your brand, products, and services in exchange for exclusive offers, free products, or being featured by your brand.

 

Choosing the right influencer to distribute the right content with the right campaign can be tricky, so it’s important you devise an informed influencer marketing strategy to ensure your budget is spent effectively.

 

tech influencer

 

Here at Snap, we recently worked on a collaborative project to capture content at the Minquiers (a small sandbank off the south coast of Jersey) for multiple local brands. Using Influencer Marketing, we were able to help boost the online presence for all the small businesses involved by using a well-structured social media marketing strategy. Check out the full project here. 

 

Stinky Bay Minquiers Uncovered

 

If you’re a business owner looking to take that initial step towards influencer marketing, or maybe you’re a content creator/blogger looking to grow your audience and collaborate with innovative brands, get in touch today to see how we can help.