Firstly – what is an influencer? An influencer is a trusted figure within a specific online community with a loyal, engaged following. They normally have a great knowledge base or experience in their chosen topic and have grown their following based on consistently interesting and credible content. Influencers come in all shapes and sizes – from foodies to photographers and fitness fanatics to DIY-ers.
So what is influencer marketing? Influencer marketing is a relationship between a brand and an influencer. The influencer promotes the bloggers brand, service and products through their media channels – be that a blog on their website, a video on their YouTube channel or a post to their Instagram Story in return for free experiences, products or service or payment. Typically the influencer has complete control over their message – which is great for the authenticity of the content and perfect for both influencer (maintain credibility) and brand (reach to their demographics).
So how much does the average influencer get paid? A great rule of thumb, according to Chelsea Naftelberg is $1000 per 100, 000 followers with most UK influencers with between 3, 000 and 10, 000 followers expecting to earn between £50 and £100 per post, dependent on engagement rate, campaign length, and of course, the client’s budget.
So why are brands increasingly looking to influencer marketing? It used to be that television was the only media consumers had access to – so naturally marketers flocked to TV ads. With the influence of the internet and the ever increasing popularity of social media consumers now have a huge range of choice in the content they consume – spreading brands’ audiences over various forms of media, making them harder to reach. That’s where influencers come in. With influencers gaining and maintaining more and more trust from their followers in their specific niche they are the perfect “in” to the perfectly curated audience.
So how do you choose the perfect influencer for your brand?
Be careful of fake followers. Anyone can purchase fake followers for fairly cheap nowadays with the aim to make an influencer appear to have a much larger audience than they actually do. You can check for these manually or use one of the many tools available online or in the app store to check the authenticity of the account in question.
Read through the influencer’s posts. Do they fit with your brand? It’s no good booking a health food blogger for the launch of a new menu of indulgent junk food. Are you searching for budget travelers or an influencer more interested in the luxurious? How authentic do the posts seem?
Whilst you’re looking through the posts, take a look at the engagement they have. Are their readers commenting, sharing and reacting the posts? Are they all one off comments or can you see the same profiles returning? As with any marketing campaign, engagement is key.