According to statistics, nearly 81% of brands using influencer marketing have found it to be effective. As a brand, you need to constantly refine your content and marketing strategies.
One of the top strategies that most brands are putting their efforts into is Influencer marketing. Social media teams have been investing into Influencer marketing campaigns since the past few years and it has proven to be very lucrative.
Many brands are bringing niche creators with huge followings on board to take their brand marketing to the next level. It has been found that micro-Influencers have 22.2 times more weekly recommendations on products than an average consumer.
Among Influencers, those with a follower base of up to 10,000 are known as Micro-Influencers. A study has revealed that about 87% of responders are likely to follow the recommendations made by Micro-Influencers. Recommendations by Micro-Influencers work like peer recommendations, only more powerful.
How can influencer marketing boost brand awareness?
Influencers have huge follower bases, consisting mostly of young millennials and gen Z-ers. The followers always look up to the influencers and tend to be largely influenced by their lifestyle choices and opinions. Influencers, in this sense, have the potential to impact the purchasing and decision making habits of millennials and gen-Zers to a great extent.
Moreover, most influencers are content creators coming from backgrounds similar to most segments of their audience. Influencers, in this sense, are better able to relate with their audience and influence their decisions.
Also, influencers have a particular niche which speaks for their expertise.
What can influencers do for your brand?
Partnering with influencers will help boost brand awareness in the following ways:
- The ability to reach out to wide segments of the audience. Influencers will give you access to their audience besides your existing audience. With influencer marketing, you can generate brand awareness among new segments through influencers’ follower bases.
- Influencers have developed a relationship of trust and loyalty with their followers. As a result, influencer marketing will add the element of credibility to your brand. More credibility will provoke people to give your products a try.
- Influencer marketing also helps in word-of-mouth marketing on social media. Because influencers have many followers, their social media activity is always on their radar. Every new thing or brand they support is likely to generate conversations. Particularly if they collaborate with brands through impactful campaigns, the word can spread like fire, in the favour of your brand.
- Lastly, influencers are known content creators for particular niches and any brand they will support will automatically gain credibility. Expertise too contributes towards building credibility and thus a good name for the brand.
Influencer marketing has a lot of potential to take your social media game to the next level. Thanks to the access to reach out to large audience segments, collaborations with influencers can be very helpful in building brand awareness.
To be on top of your social media game, here are a few tips that you can follow in your influencer marketing efforts:
Partner with the Right Influencers
It is very important to pick the right influencers for your influencer marketing campaign. Look for micro-influencers that hold expertise in niches that align with your brand. This will give credibility and better direction to your influencer marketing strategy. This also means that you have a relatively common target audience.
The next most important thing to keep in mind while making a choice about which influencers to bring on board, is to measure their engagement levels. Without making the mistake of judging them by their vanity metrics, you need to dig a little deeper. It makes sense to partner with an influencer who has stronger social media engagement, than one who has a stronger follower base but mediocre audience engagement levels.
Study the content of the influencers you have shortlisted for the influencer marketing campaign. Pick the influencers whose content you liked the most and can associate with.
With the help of the our industry feed tool, you can track niche Influencers in your industry. Track and monitor Macro, Micro and even Nano-Influencers on Facebook, Instagram, YouTube etc. Pick an Influencer(s) whose work aligns with your brand and approach them.
Build an Agreement
When you are partnering with influencers, it is very important to discuss and build an agreement on the ground rules for the collaboration. Clearly lay out the ground rules and expectations.
How long is the period of partnership? What are the terms for commitment? What kind of content are you expecting them to work on? What is the goal you want them to work towards?
Most of all, you also need to make clear agreement with the influencer on the payment procedure and criteria. It is recommended to build an affiliate relationship. It is based on the principle that businesses reward influencers on the basis of a set criteria that both the parties agree on. By doing so, you will ensure better commitment and content efforts on part of the influencer.
Make Them Play Ambassadors For Your Brand`
A very smart and cost effective move is to make influencers your brand ambassador. Gone are the days when you had to spend huge sums of money to bring in influential people to become brand ambassadors. As a new section of people, with large fan bases, are taking over the social media scene, now you can replace big celebrities with micro influencers.
Influencers have the potential to inspire their audience to take certain actions. You can leverage this ability of influencers to promote your brand and boost brand awareness. Brand ambassador roles would imply long term commitments on part of the influencer.
As a brand ambassador, they would follow a multifaceted approach towards the promotion of your brand. It could mean being a part of Ad campaigns, PR events and efforts of the brand both on social media as well as offline and other ways by which you could promote your brand. You could arrive at an agreement regarding the scope of their role as brand ambassadors.
Focus On Content With Better Engagement (with inputs from influencers)
One of the most important influencer marketing tips is to leverage the content creation capabilities of the influencers. What is one of the factors behind huge fan bases of social media influencers?
The content that social media influencers create is one of the contributing factors that draws their fans. Study their content and identify creatives and ideas that drew most engagement. You could collaborate on creating new content posts along the same lines. At the same time, you can also work on creating fresh influencer marketing ideas with inputs from them.
Also because the influencers are well versed with their audiences, you can rely on their ideas to create top notch content.
Brand Reviews By Influencers
Influencer marketing is all about leveraging the audience reach and capabilities of social media influencers. You can also look at bringing influencers into short term commitments with lesser scope, perhaps to cut down on costs. In such situations, you can enter into fixed agreements with them.
Brand reviews by influencers are helpful in 2 ways. Firstly, when social media influencers conduct brand reviews, they do so in the voice of a customer. At the same time, they have a broad reach, which means greater scope to build brand awareness. Because social media influencers speak in the voice of customers when they are reviewing a product, they instill trust in a large audience for your brand.
Brand reviews should in fact, be one of the first types of content featuring influencers that goes live.
Takeovers By Social Media Influencers
Influencer marketing campaigns may involve takeovers of social media accounts of your brand. You can have influencers to post content, add stories and status or even go live through different social media handles.
Such types of takeovers work like special events. The influencers can make announcements ahead of taking over your social media account (s) on their own social media handles. Similarly, you can build anticipation by making announcements about the takeover on your social media handle (s). This will draw the attention of their followers towards your brand and boost brand awareness.
Amplify Brand Awareness Through User Generated Content
The best part about working with influencers is having the ability to inspire the audience to take actions. You must leverage this capability of influencers optimally.
Influencer marketing campaigns can be used to push user generated content. Influencers can play the role of compelling the audience to share their content with the suggested hashtag, picture or creative.
Followers and fans will be driven to share content. With influencers already promoting your brand and new UGC posts for your brand, brand awareness levels can get amplified. User generated content, in this sense, will increase visibility and brand awareness.
As the dynamics of social media marketing keep on changing, all brands need to keep up with the trends in order to be on top of the social media game. Influencer marketing is one of the most lucrative marketing efforts with the great potential to build awareness and even generate more conversions.
In order to make the most of your influencer marketing efforts, here is a snapshot of the tips that you can follow:
- Find influencers whose interests and skills align with your brand
- Discuss the ground rules for clarity regarding the terms and scope of partnership
- Make influencers your brand ambassadors
- Focus on content that has shown good engagement in the past with inputs from influencers
- Ask influencers to conduct product reviews on social media
- Bring influencers to take over your social media handles for a day or a defined period
- Leverage influencer followings by asking them to push their audience for branded content