Although the term has now entered common Influencer Marketing: Pros and Cons usage, it is good to specify some characteristics of this particular marketing strategy. In short, it is about exploiting the audience. Created by a social character to your advantage, especially if it is a niche audience strongly oriented to the sector of our business.
The strength of this strategy lies in the authority that the influencer has consolidated in a certain area.
This authority increases the trust of his followers when the character in question approves or sponsors a product similar to the reference market.
Influencer marketing today
As with “traditional” marketing, positioning is also essential for influencers.
For this reason, at the dawn of this practice, the pioneers of this marketing technique had an easier life than they do today.
The niches were almost all empty and it was enough to arrive first (and have a pinch of talent and luck) to capture your community and start monetizing sponsored videos or articles.
An example above all? Chiara Ferragni
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She has built an empire by positioning herself in Italy among the first and most well-known fashion bloggers. (a very good choice given her current turnover).
The mechanism that underlies the success of the influencer marketing strategy is rather banal: social approval. People are biologically programmed to be influenced in their choices by those who were once called Opinion Leaders, and a large part of sociology has widely and exhaustively analyzed this phenomenon.
But the fortune of a certain influencer, precisely by virtue of this mechanism, can be fluctuating.
This is because the positioning (whether of a brand or an influencer) is constantly threatened by the new.
Society changes and so do languages: a certain iconic aesthetic (photos taken in a certain way. Think of selfies, ed.) can be completely abandoned by the younger. Segment of the population by virtue of the emergence of new techniques or aesthetics.
The PROS of influencer marketing
The data proves this strategy right: well-established on Instagram, it is starting to appear on more platforms and in more types of media.
TikTok, Twitch, Snapchat further segment the niches into hyper-specific types of users. Pure gold for targeting actions.
A recent study shows that among the top marketing experts there is a widespread belief that the ROI generated by influencer marketing actions is equal to or greater than other techniques. The sample interviewed then stated that they want to increase their budget allocated to this particular strategy in the coming years.
In summary, the advantages are:
Having an audience already perfectly targeted on our product
Enjoying the reflected authority of the influencer in question
How to create an influencer marketing strategy
Like any marketing strategy, an influencer marketing plan requires research, targeting and planning.
Sending free products at random hoping that the influencer will talk about them in their stories is not a strategy.
How to find influencers and how much to pay them
First, identify the platform where your target feels most comfortable (e.g. cosmetics and fashion are popular on Instagram, video games are very popular on Twitch and so on).
Obviously, you will have to be present on that specific channel with your company.
Once you have chosen the “place”, launch a search for keywords related to your business to identify the profiles that have the greatest authority and following in the sector.
Once you have identified the ideal influencers, divide them into bands of followers (e.g. 1 million, 500k, 50k) based on your budget you will be able to understand which band is ideal for you.
Furthermore, the necessary budget can vary significantly from sector to sector.
Then there is the case of medium-large influencers who rely on agencies for their collaborations, and this is also a factor that leads to an increase in the price of the service.
So how do you set an optimal budget.
Just do some calculations on the ROI, the return on investment.
A campaign that costs 500 euros and generates 1,000 is good, one that costs 50,000 and generates 200,000 is excellent.
Here are some data (a bit old to be honest, they are from 2017) on the average rates of influencers on Instagram based on the number of followers.
The average overall price was per post.
The average price for micro-influencers with less than followers was per post.The average price for influencers with more than followers was per post. However, there are other criteria besides the number of followers to determine whether an influencer is right for us or not. Does he she already have posts in line with our market target. Does he she have a good engagement rate (reactions and comments on his her posts) Has he she already worked with brands similar to yours.
How to contact him herand influencers
Let’s jump straight to another topic assuming купить ресурс данных телемаркетинга you already have a clear channel, budget and the message you want to convey. How to contact the selected influencer.
Micro influencers can be contacted directly with a private message on the same platform.
For the more established ones, click on their profile and they will probably have contact information for partnership requests.
They may also link to a website with a portfolio of partnerships and types of services.
How to track the success of an influencer marketing campaign
There are a few ways to measure the success of your campaign.
You can create a specific hashtag or plan to use affiliate codes to track CTR and CR of your influencers’ posts.
Cons of influencer marketing
The cons are few, but devastating.
Ok, don’t be scared, but essentially not bu leads all companies can benefit from influencer marketing.
First of all because sometimes it requires a very high initial budget to get the desired results.
Furthermore, just as the necessary budget varies from sector to sector, the ROI also follows this pattern.
Therefore, for some sectors it is less convenient to invest in influencer marketing compared to other strategies. For sectors actually affected by this phenomenon, there is also the concrete risk of running into real scams. If good research and good planning are not carried out upstream.
