The Rise of Influencers in Social Media Marketing

Social media influencers have built a respectable following and presence online through regular posting and the development of a brand or identity on their social media accounts. Influencers can be found in pretty much all areas, with the most important thing being that they have a loyal and engaged fanbase. Influencer marketing is where businesses can take advantage of this fanbase by collaborating with one or multiple influencers through give aways or paid promotions, to increase exposure of your business with the influencer’s followers.

This can be a very useful strategy for advertising a business and building brand recognition. According to research, the influencer industry was worth $10 billion in 2020, highlighting the potential of this type of marketing. A survey conducted of companies that had collaborated with influencers found that 89% of companies who took part thought influencer marketing was better or comparable to other marketing strategies. So, in answer to the question of whether influencer marketing is right for you, it can be beneficial to boost your own social media presence and exposure to your business. But it is essential to carefully consider which influencers you work with, looking at number of followers they have to assess whether it is a worthwhile strategy to pursue, but also whether their message and brand aligns with your business’. For example an 18 year old influencer who promotes and supports fast fashion will not be the correct brand ambassador for an environmentally friendly, high end fashion brand.

As mentioned above, influencer marketing can be very beneficial when carefully considered. Therefore, a good place to start is by scouting social media platforms and relevant hashtags to find an influencer appropriate for your company. It is also important to think about the potential reach of influencers. Have a look at their post engagement, their number of followers and comments that they get on each post. Look if they have done any other collaborations with other companies and if they post regularly.

The decision of what influencers you choose to work with will be largely determined by your budget. The more popular the influencer, with more followers, the larger their fee for posts or advertising will be so it is important to find influencers within your budget and to analyse whether this will be economically viable to do. Once you have set your budget it is important to stick with it.

When you have found an influencer that fits your budget and aligns with your brand vision and valued. It is important to reach out in a professional and friendly manner, to establish a strong working relationship. Advocate the future benefits of working together and introduce a clear outline of what you are looking for.

It is important to establish a strong working relationship with the influencer, opening a strong channel of communication so you can get the most out of the collaboration. Discuss what you want to achieve and how you can in turn help them. Work out if you want a single post, a series of posts, stories, or something else entirely. The main goal should be to create a strong message that highlights your brand or product and encourages followers to get involved.