Founder and CEO of Gleweethe fastest and easiest all-in-one platform to connect, collaborate and execute influencer marketing campaigns.
Whether you scroll, double-tap, or share, the rise of social media and the digital boom have forced brands to get creative in their approach to attracting and retaining their audience. Platforms like TikTok, Instagram and YouTube have turned into consumer hubs for news, entertainment and education, making niche experts a beacon of trust, reliability and influence. As a result, brands should consider prioritizing influencer marketing, making it a critical part of a forward-thinking digital marketing strategy.
Influencer marketing explained
Influencer marketing has exploded in recent years, leaving huge clues to the future of digital marketing. What exactly is influencer marketing? It is a form of paid marketing where brands hire people with large social media followings to promote their products. When it comes to influencer impact, it is not limited to one platform; their reach can run across the spectrum of social media. An influencer can be a TikTok creator, journalist, blogger, activist, dog groomer, you name it. They have entered influencer territory when they have a devoted following behind them.
So, what makes influencer marketing such an impactful tactic? It all comes down to trust. Influencers have garnered their following through authentic, consistent content while maintaining strong connections with their niche audiences. This makes followers confident in their recommendations and suggestions. A study shows 84% of shoppers made a purchase recommended by an influencer. And it doesn’t stop with the influencer’s posts. Their followers can share their posts to their own personal social media network, increasing their exposure.
For brands, partnering with influencers has a laundry list of benefits: from helping build brand recognition, driving sales, creating user-generated content, and more. At its core, it enables companies to reach new and larger audiences that would otherwise go untapped. Partnering with influencers can also be a very cost-effective option. Traditional advertising tactics can be more expensive, while collaborations with influencers can cost significantly less and have a higher return on investment.
As the CEO of an influencer marketing platform, I am eager to share my insights with those who want to get the best results from their influencer marketing initiatives.
What different types of influencers mean for your business
Influencers are typically valued based on their impact on their audience, ranging from size to niche. But when it comes to digital marketing, the number of followers is not always the most important indicator of a successful influencer. It is essential to know the different types of influencers and how they can determine the trajectory of your marketing goals. Let’s break it down:
A “mega” macro influencer, also known as a celebrity influencer, is a person who has more than 2.5 million followers. As the top social media influencer category, they generate high engagement on posts. As such, it’s important for brands looking to expand their audience in the social media world.
The next level is the macro influencer, with a following of 500,000 to 2.5 million. When an influencer regularly posts about their interests and niche, they generally have higher engagement rates based on their audience size, as the consumers who follow them are also interested in that particular niche. They are used to working with brands to promote products or services, making them a useful tool for brand awareness.
Medium influencers Have 100,000 to 500,000 social media followers. They have enough followers to influence their followers’ purchasing decisions. Medium-sized influencers are generally more affordable for brands looking to showcase their product or service to a large audience. Brands should be critical when choosing a mid-tier influencer, as the level of engagement of their audience varies considerably. It is especially important for brands to choose an influencer who is trustworthy and has an authentic following on social media.
Micro influencers have between 25,000 and 100,000 followers and are known for their personal, relatable content. Micro-influencers are a highly coveted resource for brands and businesses as they have a uniquely targeted audience that tends to be more engaged. The likes, comments, and shares of these particular influencers’ followers can result in higher conversion rates, making them a go-to option for marketing campaigns.
Finally there are nano influencers. They have an audience of less than 25,000 followers. Like micro-influencers, nano-influencers have built trust with their followers, making them an effective option for brand and product promotion. In addition, nano-influencers’ affordability and general response to feedback make them an excellent collaboration option. Typically, brands partner with a large group of nano influencers over a small group of middle or top influencers.
Think long term
An influencer collaboration isn’t just a flash-in-the-pan tactic. Considering the long-term relationship that can blossom from an influencer marketing campaign is important. Taking the time to find the right influencer can create a seamless experience for all parties involved. In addition, long-term relationships help build customer loyalty. Consumers will become familiar with a product through a figure they trust, creating consistency and positioning essential to a brand’s success.
Making influencer marketing work for you
To get started with influencer marketing, you need to have a good understanding of your target audience. Do some social media research to find your niche. There will be different influencers, different content and eventually a whole community around that niche.
It’s good practice to find an influencer with an engaged audience. Engagement is more important than the number of followers. Reach the influencers with an engaged community that likes the content, leaves comments and really cares about what the influencer has to say.
To ensure a successful campaign, I recommend spreading your budget across a number of high-involvement micro-influencers rather than one or two mega-influencers. You can reach a much more engaged audience and see better results across the board.
I believe that influencer marketing is an essential part of a successful digital marketing strategy. By partnering with the right influencers, you can reach new customers and expand your brand’s reach in a way that traditional advertising simply can’t. Do you use influencers to reach your target audience? If not, you might want to consider it – the results can be impressive.
Shreya has been with todaybusinessupdates.com for 3 years, writing copy for client websites, blog posts, EDMs and other mediums to engage readers and encourage action. By collaborating with clients, our SEO manager and the wider todaybusinessupdates.com team, Shreya seeks to understand an audience before creating memorable, persuasive copy.