If you’re active on social media, you’ve likely noticed that a lot of well-known personalities have started “selling” or “endorsing” products on their social media channels.
They aren’t doing this for free.
Companies are paying these “influencers” for advertising.
So what makes a person an “influencer” and what exactly is “influencer marketing?”
Let me break it down for you…
What Makes a Person an Influencer?
Influencers are Internet celebrities.
They have large followings on social media and naturally carry influence over their followers – hence the name influencer.
Most influencers have a niche personal brand.
They could be fashion bloggers, photographers, movie critics, fitness coaches, cooks, or video gamers – literally anything.
As long as they have a large following, they’re influencers.
The Basics of Influencer Marketing
Influencer marketing isn’t a new concept. In fact, it’s almost identical to celebrity marketing.
In both influencer marketing and celebrity marketing, marketers take a well-known person who carries influence over their target market, and they pay them to advertise their product.
The only difference between traditional celebrities and influencers is that influencers have niche “followers” and wield their influence on social media platforms.
Side note- many traditional celebrities now carry influence on social media as well, further blurring the line between influencer marketing and celebrity marketing.
While traditional celebrities tend to have a broad audience (everyone loves Brad Pitt), influencers have a more tailored audience (mainly gamers love Ninja). This is what makes influencers so attractive to marketers.
Companies can now reach their target demographic through a trusted influencer on platforms that aren’t yet oversaturated with advertisements.
Influencer marketing sounds great in theory. But does it work?
Let’s Look at the Data…
According to Social Media Today…
- 67% of marketers believe that influencer marking campaigns help them reach a more targeted audience.
- 61% of consumers rely on social media as the most important source of information when shopping.
- Influencer marketing can generate up to 11x the ROI of traditional advertising.
In addition, the Digital Marketing Institute reports …
- 70% of teens trust influencers more than traditional celebrities.
- 86% of women use social media for purchasing advice.
- 49% of consumers depend on influencer recommendations
- Influencer Marketing Campaigns earn $6.50 for every dollar spent.
The numbers speak for themselves. Influencer marketing is here to stay.
The next question you probably have is, “how do I get in on this sweet action?”
How to Get in the Game
You can either approach influencers yourself or pay a marketing company to do it for you.
Hiring a marketing company will make your life a lot easier. Marketers know the best way to contact influencers, how much to pay, what sort of campaigns are successful with your market, etc…
But most small businesses don’t have the resources to hire a big marketing firm.
The good news is that you can get started on your own.
Here’s an example…
Say you’re a barbershop owner who’s looking to increase business with influencer marketing. What’s your first move?
You need to slide into a few DMs!!
Find local influencers on Instagram and send them Direct Messages.
Ask if you can pay them to come to your barbershop, get a haircut, and then post about their experience. You may have to do some negotiating with price but that’s all it takes.
Conclusion
The Internet has turned millions of people into influencers. Social media is the new Hollywood and marketers have taken notice.
The marketing opportunities are there and the numbers speak for themselves.
Time for you to slide into the DMs and get in on the action!
Brendan Bald 