Online presence is increasingly becoming a norm, making influencer marketing an indispensable strategy. As an organization, do you want to collaborate with an influencer? That hasn't just been arranged yet. In this blog, you'll read everything you need to know about influencer marketing.
Before I tell you more about influencer marketing, it's useful to know what influencers actually are. An influencer is a person who has a number of followers on an online platform, such as YouTube, TikTok, or Instagram. If an account has a lot of followers, this does not necessarily mean that this person is an influencer. After all, influencing means influencing. They create content about a passion or interest, so that the audience sees the influencer as credible.
There are different types of influencers based on the number of followers:
• Mega Influencer: Mega-influencers are the best-known, but also the most expensive ones to work with. These influencers have over one million followers, and are mostly celebrities. Their audience is too large to reach a specific target group.
• Macro influencer: Macro influencers have between 100,000 and one million followers. These influencers often owe their fame and high number of followers to posting online content.
• Micro-influencer: Micro-influencers have between 10,000 and 100,000 followers. These influencers fall into a certain category and therefore have a specific target group. They are often seen as experts in an area and are therefore trusted by their followers.
• Nano influencers: Nano influencers have between 1,000 and 10,000 followers on their socials. These influencers have a strong relationship with their followers, so their followers are highly engaged.
Influencer marketing is a form of marketing where brands collaborate with influencers. Influencers are role models for their followers and this is how they influence their buying behavior. By partnering with an influencer, brands can promote their products or services to targeted audiences and benefit from the influencer's credibility and reach.
Influencers create content where they put the product or service on a authentic way present to followers. This can take the form of a sponsored post, product reviews, or sharing experiences with the product. The intention is to arouse the interest of the followers, that they get to know the product and ultimately buy it.
There are several reasons for using influencer marketing:
• Increase reach and visibility: Influencers often have a large number of followers and a specific target group that they can reach. By working together, you increase your visibility among the public.
• Build credibility and trust: Recommending a product or service is more credible than advertising. People often trust the opinions of the influencers they follow.
• Target group-oriented: Influencers often know who their audience is and where their interests lie. If the influencer mainly focuses on sports, chances are that the followers will also find this interesting. By working with an influencer who has the same target group as your product or service, you can make targeted marketing efforts.
• Creative content: Influencers focus on creating content. You can benefit from the creative and engaging content they create about your product. They put your product in a positive light in a unique way.
• Increasing engagement: If the influencer promotes your product, it can encourage followers to give likes, share the post, or even actively participate in discussions about your brand.
Now that you know what kind of influencers there are and why you can use influencer marketing, it's time to take the next step. Which influencer are you deploying now? First, make sure you choose an influencer who has the right target group for your product or service. In addition, you pay attention to your goals, but your budget and the type of content also play a role in choosing an influencer. Below, I have listed the types of influencers with their advantages and disadvantages.
• Benefits: They have a wide reach, are well-known, and your product or service will be announced to a large audience.
• Cons: They are expensive and less personally engaged with their audience.
• Why use: If you want to reach a large audience and have a big budget.
• Benefits: They have a wide reach and are still well-known, they focus more on a specific topic, and are more affordable.
• Cons: They are not cheap, and less personal than micro- and nano-influencers.
• Why use: If you want to reach a wide audience but can't afford mega-influencers, and if your brand fits the topic that the influencer is focusing on.
• Benefits: They are more engaged with their followers, more focused on their audience, and often more affordable than mega and macro influencers.
• Cons: They have a smaller reach than mega and macro influencers.
• Why use: If you want to reach an engaged audience within a
specific topic, and if your budget is limited.
• Benefits: The followers are highly engaged, they have a strong personal relationship with their followers and are usually affordable.
• Cons: They have a small range.
• Why use: If you want to reach a highly engaged and focused audience, and if your budget is limited.
Now that you've gained a deeper insight into influencer marketing, it's time to get started. Have fun!
