How to Define an Influencer

Influencer- one of the biggest buzz words in the advertising industry. Dictionary.com defines an influencer as:

  1. A person or thing that influences
  2. A person who has the power to influence many people, as through social media or traditional media.

Companies small to large have been exploring opportunities to partner with influencers because of continuous shifts in consumer behavior. It is said that 90% of consumers trust peer recommendations and only 30% of consumers trust ads. (Nielsen)

Influencers of all sizes, micro to macro, are changing the game in how to efficiently and also genuinely reach their networks, which see them as their friends, to drive sales and generate overall awareness

In a world where everyone is seemingly an influencer the task of selecting an influencer to partner with might seem overwhelming. Prior to reaching out on social networks to influencers, here are a few things to consider:

Strategy:

  1. First and foremost, identify what your specific goals are. Do you want to drive sales? Do you want to generate brand awareness for a new product?
  2. Pinpoint how you are going to measure said goals. Is it x amount in product sales? X amount in social lift to your brand pages?
  3. Focus in on your core demographic. The more targeted the better. Who is going to purchase your product? Who this new product going to resonate the most with?

Identifying Social Influencers:

There are three types of social influencers and based upon your strategy which type of influencer you select might vary.

Micro-influencers:

  • Have more than 1,000+ followers

Macro-influencers:

  • Have more than 100,000+ followers

Celebrities:

  • Typically have more than 1,000,000+ followers

But before you race off to Instagram to contact the huge macro influencers or even celebrities, it’s key to note that not all influencers and their audience networks are created equal! There’s much more to consider than just the number of followers they have and how many likes they get on each photo. Take a look at how this influencer interacts with their audience. Do they respond to comments, to direct messages? Are they actively engaged with their audience?  Influencers that take the time to build a relationship with their audience hold the most influence. That influence is what’s going to help drive a successful campaign.

The Takeaway:

As consumer behavior continues to change us as marketers have to be nimble. We have to continue to explore emerging avenues as they appear to reach consumers in ways that drive results.

I’ll leave you with a few last stats, in case you’re still on the fence about diving into influencer marketing:

  • 81% of marketers who have used influencer marketing judged it to be effective.
  • 51% of marketers believe they get better customers from influencer marketing.
  • 59% of marketers increased their influencer marketing budgets last year.

 

Lastly-

  • On average, businesses generate $6.50 for every $1 invested in influencer marketing.

Does your current marketing strategy provide you with that return? Hop the fence!

 

Sources:

https://www.dictionary.com/browse/influencer

https://www.nielsen.com/us/en/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html

https://www.singlegrain.com/content-marketing-strategy-2/what-is-influencer-marketing-chris/

Sample Influencer Marketing Campaigns run by iHeartMedia Milwaukee    

 

Blog Written by Samantha Bratel, Account Executive

Sam