Influencers do exactly as their name would suggest—influence. Gone are the days of mainstream celebrities endorsing a product. A new age of influencers has now stepped into their place.
People do not have to star in blockbuster movies or release platinum albums to have a dedicated following. Ordinary people have created audiences based on the content they publish. Bloggers, YouTube stars, Instagram models… All these influencers can reach a multitude of people, and you should consider working with them to promote your brand.
Word-of-mouth marketing is more desirable than ever before. More than 80% of consumers seek recommendations before making purchase decisions. Influencers’ audiences start following them because they enjoy and trust the content being produced. Having an influencer endorse a product can make it much more attractive to the individuals in those audiences.
There are several things to keep in mind when working with influencers:
Match your content to the influencer.
Influencers have different styles, different voices, and different followers. Make sure to do your research before choosing an influencer to work with. Your brand should align with the influencer and your target audience should match characteristics of their followers.
Find influencers with engaged followers.
The more engaged an influencer’s following is, the more likely they will trust the messages being sent by the influencer. This increases the likelihood of influencer followers showing interest in your brand.
Influencers typically have creative control.
This is another reason you should research before choosing an influencer. Although you are partnering with the influencer to promote your brand, they get to package that however they please. Influencers know what best resonates with their followers, so trust is an important factor to keep in mind.
Create a mutually beneficial relationship.
Influencers do not support brands without asking the question, “what’s in it for me?” Give the influencer an incentive to work with your brand, whether that be monetary compensation, credibility, or invitations to special events.
Influencers are providing a new form of marketing that is taking word-of-mouth to the next level. Their reach and credibility are noteworthy and should be kept in mind when developing your next marketing strategies. Never underestimate the power of a little influence!