Social media marketing is constantly changing, and NAM highlighted in our Top 5 Digital Trends for 2021 – that Social Influencers are a key trend for 2021.
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Influencer marketing
You all know and have heard of, The Top 5 Instagram Influencers in The World for 2020 ( source; mediakix)
However, don’t worry you don’t need to hire “The Rock” there is potential for everyone, in fact have you heard of Cameron Dallas and Kayla Itsines – check them out on Instagram as well they are in the Top 10.
So, what is an Influencer?
An influencer is someone that sways your potential audience to follow certain trends and their purchase intentions. Celebrities were the original influencers, however due to the increased use of influencer marketing, different categories have been established.
· Mega-Influencers are the celebrities that have a massive following on social media platforms generally over 1 million followers. These individuals have normally achieved fame in a different aspect of their life such as acting.
· Macro- influencers have less followers, however the majority are celebrities but generally have careers in areas such as reality TV or perhaps a current trend that appeal to smaller audiences.
· Micro-Influencers have less followers around a few thousand and are the influencers of the future and key to watch, as there following is still growing.
· Nano-Influencers coincidentally have even less followers, however they tend to operate in a specialised niche.
Influencer Marketing for Business
Influencers can help to increase brand awareness and reach in certain target markets and demographic potential. This is achieved due to certain influencers having a global audience, therefore sponsored posts are exposed to a larger pool. Social media posts can also be shared allowing for further reach than just the influencers followers.
Influencers can help achieve more than just brand awareness as they can increase brand engagement and awareness as well as ultimately product sales. Influencers combine their own respective brand awareness with a personal touch and consistent posting to draw users in. Customers also seek opinions and validation on social media for their purchase decisions.
Therefore, influencers can play a key part in digital word of mouth as customers look for opinions from sources they respect. The key question to ask for any business is……. Are they influencing your target demographics?
Influencer marketing is accessible to most businesses as the less followers the cheaper the sponsored posts are. Hence businesses with a smaller marketing budget can still utilise the potential of an influencer.
However, you may be under the misconception that more followers mean more engagement however this theory is mostly true although the followers of Mega- influencers generally are not as invested and there demographics not as targeted. Therefore, using Nano-Influencers can be more effective as they usually have a more engaged audience due to them operating in your niche demographics.
Unlike traditional advertising methods conversions and engagement can be tracked directly to the influencers. Click- through can be tracked to assess how many individuals complete the action you intended them to take. Cost-per-click is another metric that can be used to determine how much it costs for each click. Therefore, traffic generated by an influencer can be tracked allowing for return on investment to be established.
The advancements in social media platforms have allowed for an increase in short videos, permitting for more creative content. Brand influencers can create short videos of their products and benefits increasing engagement for customers. To further this consumers, view video content as more trustworthy and reliable generating a stronger relationship with the brand and influencer.
Overall, there are different types of influencers allowing for the majority of organisations to tap into this marketing channel. Influencer marketing can benefit a business by raising brand awareness and engagement. Influencer marketing also builds stronger relationships between customers and brands increasing repeat purchase intention.
NAM have a wealth of knowledge regarding Social Influencers marketing we can help you first to establish your target potential – who are they, what do they do and help you target your potential. Then introduce you to potential influencers, write content and manage and drive the campaign.
NAM works very closely with a global agency to help you find the right influencers campaign for you and your business whilst always managing your campaign and your expectations.