The Essentials of Influencer Marketing

With Instagram and other social platforms becoming popular with every year that passes, it is not surprising that brands are taking to influencer marketing, which is a fairly new form of online marketing to build their online influence.

Influencer Marketing refers to the combination of new and old marketing tools. It is, fundamentally, a celebrity endorsement marketing in today’s content-driven market.

While Influencer marketing can have celebrities, it does not necessarily always involve them. It is primarily a collaboration between businesses and individuals who may not be popular online but not offline.

What are influencers?

An influencer refers to an individual who can:

  • Play a role in altering people’s decision to purchase a product or service owing to their online position, relationship with their followers, knowledge, and online clout.
    They tend to have a hardcore following in a specific niche and engage them regularly.
  • As opposed to today’s influencer marketing, traditional marketing back then rarely ever differentiate between celebrities and online influencers. Online influencers invest time, money, and effort to amass the following they have now by putting out engaging content and interacting with their followers.

When a brand works with an online influencer, they give themselves the chance to direct their content to a brand new target audience. This audience generally does not care about the brand. However, they do care about the influencer’s opinion on the brand or the content they put out.

What is Influencer Marketing?

Fundamentally, influencer marketing is a sort of social media marketing that makes use of individual endorsements and product mentions. These individuals have a dedicated following on social media platforms, which means their opinions are held in high regard. In other words, when you approach them and get them to market your brand, you are effectively building social proof.

The more followers they have, the bigger your audience. You need to find influencers in your niche and approach them to get your brand out there.

What is Influencer Marketing?

In a nutshell, influencer marketing refers to a sort of social media marketing where brands benefit from individual endorsements and product mentions by influencers. These influencers have a substantial following on social media platforms, which means they have many eyes watching.

The more credible they are, the more weight their opinions carry. In other words, if you choose to approach them and get them to market your brand, you are increasing your social proof.

Different influencers in different niches have audiences of different numbers and types. You need to find influencers that work best for you.

How can you build an influencer marketing strategy?

If you want to use influencer marketing to boost your brand awareness, here are a few things you should remember:

Be clear on your goals and the message you want to put out

Influencer marketing can be immensely helpful in building your brand awareness and sales if you have your goals and plans in check. Every business wants to expand its reach and increase sales. However, you need to figure out what you specifically want out of your influencer marketing campaign.

Your brand may have specific areas of improvement that you want to handle. You need to invest time and energy into determining what your strengths are and what you want to improve.

You also need to plan your message and what you want your audience to get from this marketing campaign. As you know, different influencers have different niche audiences, which means you have to plan your message properly to put across your message.

Once you are clear with what you want, you can go ahead with your influencer and put out content. By doing this, you stand an excellent chance of winning over the influencer’s audience.

Do your research and find your influencers

Research is paramount as you look for the right influencers. Now that you know what you want from your marketing campaign, you need to find influencers in your niche who can deliver what you want.

There are many things you need to take into account like your brand, niche, line of products, demographics, the kind of influencer you want, etc. If you are new to this, you may want an entire buffet of influencers to choose from, in which case you may have to hire an influencer marketing agency.

You also have to ask yourself if you want a highly popular influencer or someone for your niche. Narrow down on the follower count you want your influencer to have. This, of course, brings us to payments. Influencers charge different rates for different services, and the rates they charge also depend on their online clout.

Ultimately, you need to look at the return on investment before you decide to go ahead with an influencer.

Set aside a budget marketing campaign

At this point, you may have a large selection of influencers to choose from. You need to filter them out with the budget you decide to set aside for this. You need to have a budget set aside as you look for influencers.


If Instagram growth is on your mind, influencer marketing is an excellent idea. But, you do need to remember to do extensive research and set aside a substantial budget, especially if you plan on partnering with a very popular influencer.


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