Marketing is constantly adapting and evolving. Algorithms are changing, new techniques are being introduced, and the once popular practices have been left in the dust. One such technique that has become wildly popular within the last few years is influencer marketing. The use of influencers, however, is not a new technique by any means. In fact, it dates back as far as 1760, but it’s safe to say it’s come a considerable distance since. But what actually is influencer marketing? As one of the top marketing agencies Maldon, our team are here to help!
What is an Influencer?
Essentially, an Influencer is someone who has built a significant following on social media platforms, such as Instagram, TikTok and YouTube. As the name suggests, these individuals have the ability to influence the opinions and purchasing decisions of their followers. Influencers are often experts in their fields, meaning people trust their opinions and endorsements.
What Are the Different Types of Influencers?
Based on the size of their following, influencers can be broken down into:
Nano Influencers
Nano Influencers have a following of between 1k and 10k users. Due to this relatively small audience, these accounts will typically have a higher engagement rate than most. Because of their openness to free collaboration, nano influencers are ideal for smaller businesses with a tight budget.
Micro Influencers
Micro Influencers have an audience of between 10k and 100k followers, focusing on a single niche like fashion or food. Partnerships best suit brands focused on the same niche, however, sourcing these collaborations can prove challenging. This is something top marketing agencies Maldon like VerriBerri can help with!
Macro Influencers
Macro Influencers have an audience of between 100k and 1M followers. They typically have lower engagement rates than nano and micro influencers, however, due to moving away from a specific niche. These accounts are great for building brand awareness, but they often come with a significant cost per collaboration.
Mega Influencers
An Influencer can be classed as ‘mega’ when they have both reached and surpassed one million followers. When you think of a mega influencer, think celebrities, social media A-listers and Love Island royalty. As you’d expect, these Influencers come with a hefty price tag, making them predominantly accessible for already established, well-known brands.
What is Influencer Marketing?
With large followings and high levels of influence over their audience, influencers are seen as the perfect promotional medium. In fact, modern influencer marketing was made popular by creators on YouTube. Once they achieved certain followings and views, YouTube began paying these accounts to continue making content on its platform. Brands caught on to this, using these individuals within their marketing campaigns through paid sponsorships. As you’d expect, the impact on a brand’s sales from these partnerships were enormous. Today, however, Instagram and TikTok are the platforms in which influencer marketing has become most popular.
What Services Can Influencer Marketing Agencies Maldon Offer?
Influencer marketing has become an incredibly versatile technique. It offers a variety of options, regardless of a business’s budget. The main four include gifting, paid collaborations, ambassadorships, and affiliate marketing. As one of the top marketing agencies Maldon, we have extensive experience in managing and overseeing all these campaigns.
Gifting
Gifting is arguably the simplest form of influencer marketing, and because of this, is typically the cheapest. It involves sending a product or press package to an influencer, in return for a mention on their page. As gifting is often unpaid, however, these creators aren’t contractually obliged to promote your products on their page. By taking the time to target the right individuals, you can greatly increase the likelihood that they do!
Because of the ‘free’ nature of gifting, it tends to work better when targeted towards smaller influencers. After all, just imagine how many gifted products macro and mega influencers receive every month, and how many they promote. If you really want to make an impact, you must be prioritising engagement rate. Regardless of audience size, this can make influencer marketing incredibly successful.
Paid Collaborations
Paid collaborations follow a similar approach to gifting; however, you’re required to pay for an influencer to promote your brand. Because of this, you can target creators with a much larger audience than you otherwise would with gifting. With paid collaborations, influencers are contractually obliged to share your brand with their followers.
Brand Ambassadorships
It’s relatively common for larger businesses in particular to include brand ambassadorships within influencer programs. These are exclusive long-term paid collaborations with an influencer or celebrity who becomes the face of your brand. Brand ambassadors may be required to act as a spokesperson, post regularly, or get involved with other marketing campaigns.
Affiliate Marketing
As part of your Influencer marketing campaign, you may choose to combine it with affiliate marketing. This involves creating a unique code for influencers to share with their audience when featuring your brand on their page. When one of their followers uses this code, they receive a small discount, and the creator receives a commission. This makes it a great way of tracking the success of each individual Influencer collaboration.
Identifying the Perfect Influencer
As you’d expect, not every Influencer will be beneficial to collaborate with. One of the most important parts of influencer marketing is identifying creators relevant to your business, within your targeted industry. Say you’re a fitness attire brand, for example. How useful would a collaboration with a food influencer or ‘mommy-blogger’ be? The majority of their followers will be outside your target audience, which significantly limits the success of your influencer campaign.
Contact Us
If you’re new to Influencer marketing, it can be difficult to know where to begin. What strategy should I be using? What type of Influencer should I be targeting? How much of my budget should I be allocating? These are just a few of the questions top influencer marketing agencies Maldon like VerriBerri can help answer. To get in touch with our team, click here, or call us today on 01376 386 850.