Today’s social media influencers partner with a brand to expose a product or service to their loyal and engaged audience.
Over 70% of marketers will use influencer marketing by 2022. Industry professionals note that over 10% of 18-to-35-year-olds have purchased online because of a blogger’s influence. The most popular platforms for them are Instagram and TikTok.
Followers and Engagement
Micro-influencers have between 5k-25k followers, while some large and celebrity influencers can have over 1 million. The level of engagement they have is also important. In fact, bloggers with fewer followers have higher engagement.
Therefore, if you’re looking to add influencers to your social media marketing strategy, it’s best to start will nano and micro-influencers since they will have more engagement and will be less costly as well.
“If there is a relationship between credibility and the number of followers a person has on social media, it is probably an inverse relationship… the more followers somebody has, the less credible they probably are.” added technology industry analyst Josh Crandall of Netpop Research.
Why Are Fewer Followers Better?
Nano- and Micro-Influencers are ideal to test influencer marketing because:
• There are more influencers with fewer followers than those with huge followings.
• They are able to create customized content.
• They have strong connections with brands and their relevant associations.
• Influencers maintain certain credibility and loyalty amongst their followers and their opinions carry weight.
• They are loyal to their brands and have a strong relationship with them.
Planning Your Influencer Marketing Campaign
You must determine:
• Campaign goals
• Target audience and their stage in the customer journey
• The consumer’s wants and needs
• Where the audience browses and who they follow online
• The Profile of the ideal influencer that fits your target and aligns with your brand, including which platforms they’re on
• Which qualified bloggers will create custom content that fits the needs of campaigns and messaging goals
• Evaluate audience engagement
• Budget, Compensation, KPIs, and additional metrics.
As you find influencers that closely match your values and goals, you can create niche audience segments and that help reach your social media goals.
— Robert Vergara email@example.com
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