Influencer Marketing

influencer marketing

What is influencer marketing?

If you are looking to reach, one growing means of doing so is with influencer marketing. In this post, we look at some of the potential of influencer marketing, as well as some of the potential challenges with this strategy.

Influencer marketing is the act of selling or endorsing a product through a high-status individual, platform or organisation that supports and understands the produce or brand being sold. One of the most common aspects of e-commerce is the use of celebrity endorsement; this is the act of using a well-known face or brand that audiences will already be affiliated with, therefore promoting your brand or product to a wider audience through relying upon pre-existing followings.

In an age of TikTok Stars and Micro-Influencers, access to celebrity endorsement has become ever more reachable.

According to Influencer Marketing Hub there are four types of influencers accessible to any business, brand, or corporation. Choosing the right one for your business will be key and will depend on the audience you’re trying to reach. So, what are the four types of influencer?

1) Nano Influencers (1K-10K followers)

Nano Influencers rely heavily on the relationship between themselves and their followers, they often engage and interact with their following and actively engage in branding deals to boost their brand and the brand’s platform. They are ideal for small independent or locally owned businesses and are the most accessible type of endorsement for a brand.

Usually, Nano Influencers and often seek to engage very directly with their following whether it be through Q&As, live streams or polls.

2) Micro Influencers (10K-100K followers)

Micro influencers have a substantially larger following than smaller social media entrepreneurs, however, micro influencers are still very likely to rely upon very direct engagement with their audiences. At this level, influencers tend to be more specialist and refined, meaning it is more helpful to brands that want to represent and engage with a particular audience.

3) Macro Influencers (100K-1 million followers)

Unlike the above and due to audience size influencers of this level are less likely to engage directly with their audience, and will also be more selective when it comes to brand endorsement. While it can be more difficult to build a commercial relationship with these influencers however, the rewards for doing so could be significant when it comes to brand exposure and sales.

4) Mega Influencers (Over 1 million followers)

Mega Influencers cross over to celebrity status and are highly unlikely to engage in brand sponsorship or endorsement unless the brand is equally as well known or prolific. They are a great thing for a brand to aspire towards however and, should your brand get there, this kind of partnership brings the prestige and exposure that will take you to the next level.

While influencer marketing is a great way to meet new, and highly engaged audiences, it does also come with some risk. Unlike traditional advertising and marketing, brands may have little or no control over how their chosen influencer behaves, or how they interact with your brand. 

Influencers have the potential to repudiate a brand as much as they have the power to endorse one. This could happen one of two ways, the influencer could ruin their own reputation – thus ruining the reputation of the brands, or the influencer could publicly reject the very brand itself. Ultimately, this does only happen on rare occasions, but it is still vital that a brand is cautious and selective when it comes to selecting who endorses their product.

Influencer e-commerce is not something to shy away from, however, with the sector expected to make over £13 billion by the end of 2021. Influencers of any status or profile have the power to reach new audiences and work with mutually beneficial brand endorsements – whatever that brand may be.

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