Certainly, you have probably heard the term “Influencer Marketing” frequently in recent times, as it is increasingly incorporated into companies’ marketing strategies. In fact, 68% of German companies already include budgets for social relation campaigns in their annual expenditures.
Of course, influencers can also be politicians, celebrities, experts, bloggers, or journalists, but in the following, I will focus primarily on social media influencers.
But first – why is there so much hype?
Influencer marketing is often praised for being more credible than traditional advertising. A visitor feels as if they know the influencer personally, even though they likely have never met them in real life. This sense of familiarity comes from daily posts and stories that are intended to appear authentic, taking the visitor on a journey into the influencer’s life.
Influencers often act as role models, seemingly leading lives that many followers aspire to. This increases the likelihood that followers will purchase the same products as the influencer, either to feel more like them or because they perceive the product as a recommendation from a trusted friend. Numerous studies have confirmed that consumers are influenced by this type of recommendation marketing. The often long-standing trust relationship between influencer and follower also impacts brand perception.
Finding the right influencer
If your company is looking for an influencer to promote your products or services, do not make the mistake of focusing solely on their follower count, as numbers can easily be manipulated. Tools exist to verify whether followers were purchased or grown organically.
More important than follower count is the connection between the influencer and their audience. Influencers with higher engagement rates generally offer more value to a company, but the type of engagement also matters. Are interactions mostly positive, or are there many negative comments? The engagement rate can also indicate whether a profile has been manipulated. For example, a profile with 100,000 followers but only 250 likes per post suggests artificial inflation. However, note that as follower numbers grow, engagement rate percentage often naturally decreases. Only in exceptional cases might it make sense to work with an influencer who has artificially inflated numbers, though personally, I would advise against it.
You should also consider your industry and whether your product is a niche offering. Influencers focused on a specific niche may have fewer followers but are well-known within their niche. Your target audience and industry should always guide influencer selection.
Before collaborating, review the influencer’s content and image. For instance, it would not make sense to hire a fitness enthusiast to promote a popular chips brand—the target audience is mismatched, as health-conscious individuals are likely your audience, leading to ineffective outreach.
It is also important not to dictate exactly how the influencer presents your product or service. Letting them decide ensures more authentic and effective promotion, as followers are familiar with the influencer’s style and would notice inauthentic posts.
Questions to consider before collaboration:
- Does the influencer reflect my company’s values?
- Does the influencer’s audience align with my product’s target group?
- What goals do I want to achieve with this collaboration?
What makes the perfect influencer?
As a rule of thumb, an influencer should appear likable and trustworthy, so their statements are accepted without question. Their values should align with your target audience. Influencers should also create a sense of exclusivity, making followers feel they are among the first to hear about a product or receive a special offer.
Do not overdo it as a company. It is better to work with a few selected brand ambassadors, which appears more credible and trustworthy.
Additional benefits of influencer marketing:
- Social proof: Products promoted by influencers feel current and relevant, making customers feel socially validated.
- Direct feedback: Receive honest responses from buyers on whether they like the product, and anticipate common questions to address in your presentations.
- Brand growth: Increases brand awareness, strengthens brand image, promotes products or services, and supports new product launches.
1. Budgets for influencer campaigns – Source: linqia.com
