Over the past few years, Influencer Marketing has revolutionized digital marketing all over the world. Influencers have opened up a range of opportunities for companies to invest in them as an advertising platform to create content that is authentic, engaging, and converts into purchases and leads.  Keep reading to learn more about why you should incorporate influencers into your marketing and how to kickstart the process.

What is Influencer Marketing? 

User generated content (UGC) is any content generated by a user, such as reviews, videos, or other content posted on platforms such as Facebook, Twitter, Youtube, TikTok, and more. For Influencer Content, although it is also user-generated, it is done so as a partnership with a brand, and the Influencer is paid to endorse the brand’s products or services in an authentic way that resonates with their audience. 

One general misconception is that only influencers with one million or more followers will be considered influencers. What many don’t know is that the smallest influencers, , micro and nano-Influencers with less than 50,000 followers, are still regarded as potential partners for sponsorship and can be the right pick for many campaigns.

When to use Influencer Marketing

During the initial assessment for adding influencer marketing into the marketing mix, the main things to consider are how you will find, pay, and evaluate each Influencer to match the target audience and sales or lead generation goals. 

  • To get started, a dependable way to lay a sturdy foundation for successful campaigns is by researching software tools that find and evaluate an influencer’s fit for a campaign. Since the platforms will match the brand’s campaign audience and goals using criteria tied to individual influencers’ followers, it is easy to find the right social media influencer. 
  • The information provided on the many influencer marketing platforms details the profile of the Influencer’s followers and not just the total number of social media followers an influencer has. 
  • Influencer Marketing Platform costs range from under subscriptions for $100 a month to a few thousand, depending on the number of campaigns and influencers needed. 

Tip: It’s better to start with a small campaign and a small subscription level that tracks many of the metrics you need for marketing funnel reporting.

What to know before starting an Influencer campaign

  1. Create measurable goals for Influencer marketing just like any other digital campaign depending on what is essential to the revenue-generating goals of the product or service, such as
    1. number of qualified leads generated by each Influencer
    2. other the top of the funnel metrics 
  2. Pick the right audience. 
    1. Know targeting information such as demographic and psychographic information 
    2. Use an audience profile to screen out influencers who don’t have followers that fit the target audience required.  
  3. Make sure there is a way to track results.
    1.  such as Google tags with specific links for each Influencer 
    2. Or other tracking systems such as those included in the Influencer platform. 
  4. Examples of Influencer Marketing platforms:  Grin, Klear and Upfluencer 

Start small

Pilot a small campaign with a short timeline, a low number of influencers, and clear goals that provide sales or leads.

  • Another way to ensure success is to start small. 
  • Set up a pilot Influencer marketing campaign. 
  • This is the best advice and is a mainstay of most marketing. 
  • Piloting a small campaign will decrease the risk of spending too much on a campaign.
  • It’s easier to manage three influencers’ content than 10 to 20 influencers at once.

A pilot first provides the opportunity to find the right audience to generate the most impressions and traffic possible. The smaller influencers, micro-influencers under 50k, can be viewed as more authentic and trusted than the Mega Influencer with One million or more users. 

TIP Also, remember that there will be a need for a legal and brand review of what the influencers produce. Many industries such as banking, insurance, and other highly regulated products or services are not a good fit for influencer campaigns because the USG content doesn’t take legal or strict brand guidelines in mind when they produce content. Generally, Influencers want to create authentic content that is not dictated by legal or the brand. Keep in mind if there are too many changes or disclaimers exist, the content loses its ability to appeal to the Influencer audience, who will scroll by the video or post.

  • Example of a Macro influencer : Macro Influences audiences are more targeted, particularly those that care about fashion and designer brands. TikTok Macro Influencer sammijefcoate_, a designer fashion model, daily has content based on her phrase “let’s get dressed.” She has 1.9 Million followers that go to her website for products her partners pay her to showcase.
  • Example of a Mega Influencer This Influencer has fans. The only thing they have in common is their fans of the Influencer. Examples include the Kardasians, such as Kim Kardashian, with 324 million Instagram followers.
  • Example of a Micro-Influencer: @thegreenhealthproject 58.7k Instagram followers.
  • Example of a Nano influencer: @Quemeanswhat San Antonio Influencer with just under 10k followers on Twitter. She represents the local culture in San Antonio.

Bonus Tip: Here is a link to many local San Antonio Influencers to follow to learn more about our Headquarters’ city location and the influencers that are sharing what makes this city unique!

How we can help

If you’re looking to get an influencer campaign lined up with your digital ads, we’re here to help! Give us a call at (210)-858-7295 or contact us today.