One of the best ways to market your brand on social media is to take help from influencers. So, how to do it effectively? Let’s see!

A decade ago, influencer marketing was done mainly by celebrities and a few dedicated bloggers. Currently, social media influencers have grown, flooded the market, and even been involved in fraud.

If you've researched influencer marketing before, you may have found conflicting information, like that you should use social influencers or that they aren't necessary for growth.

As a brand, it's harder to figure out how to use influencer marketing, but we're here to help you understand it.

What is influencer marketing?

Influencer marketing is a social media marketing that uses endorsements and product mentions from "influencers"— people with a large social following who are seen as experts in their niche. Influencer marketing works because social influencers have built up a lot of trust with their followers, and their recommendations serve as social proof for potential customers of your brand.

The value of influencer marketing

Influencer marketing on Instagram is a well-known method, but many other networks for influencers are also growing. According to Adweek, the industry will be worth $10 billion by 2020. Other networks like Snapchat, YouTube, and TikTok have influencers who appeal to different people.

Influencer marketing agency Mediakix surveyed marketers at the end of 2018 to find out how they felt about influencers for the new year.

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89% of the people polled said that the return on investment (ROI) from influencer marketing was the same as or better than other networks. In the same survey, 65% of marketers said they planned to spend more money in 2019.

Now that you know where the industry is let's look at how to make an influencer strategy.

How to create an influencer marketing strategy

An influencer program requires strategic targeting and careful planning, just like any other marketing strategy. You won't find strategic success if all you do is give away free stuff to anyone who asks for it or to the people you already know and consider friends and acquaintances.

  1. How to find influencers and what to pay them

Research is the initial stage in the implementation of any strategy. Determine which of the available platforms you wish to concentrate on first. If you're just getting started, it's best to focus on only one platform rather than trying to expand to others immediately. Your company should ideally already have a presence on this network or at least be looking at expanding its reach into it.

The industry you're in is also important when you're planning to use an influencer marketing strategy. Instagram and YouTube are great for beauty and fashion brands. On Twitch, video games are the most popular thing.

During the research phase, find out what kind of influencers you want to work with. Are you looking for famous people with a lot of fans? Or those who have less than 2000 followers? Maybe you'd like to have somewhere between 5,000 and 10,000 followers. Your budget will depend on what you choose to focus on.

Pay also varies, so you should consider what these types of influencers usually get paid. Most of the time, micro-influencers focus on a few topics and accept products. Some micro-influencers work independently, while others are part of a network or agency. Larger accounts and celebrities, on the other hand, will need to be paid, and they may even need to go through a talent agency.

You'll need to consider the expected return on investment (ROI). For example, how will you measure how much influencer posts help you reach your overall marketing goals? One way to do this is to compare what you want from influencers to what you want from other companies. For example, look at how you would compare the budget for a video production company to make an ad for you to the budget for an influencer to make a video. At first, it may seem like you can't tell how valuable an influencer is, but this method will give you a familiar way to compare and contrast.

Research is significant, and you'll return to this step often during the process.

  1. Set a budget and management strategy

Now that you know how much to pay influencers, you need to make a budget. Don't forget to include time for planning, running, and evaluating your influencer program. A successful influencer marketing campaign is not something you can just set up and let go of. It will need close watching and follow-up.

Unlike a more automated ad strategy, influencers are real people who often have multiple partnerships. This means that some of them may not post when they said they would or may make mistakes in the tags or calls to action you asked them to use. To grow these relationships, you'll need to spend more time with them and get to know what works and what doesn't in your niche. This will help you improve your approach.

  1. Decide on goals and message

Influencer marketing is used to boost brand recognition and sales. Instead of setting these two broad goals, it's more productive to focus on your brand's demands is more productive. You may want younger customers. Or you want to reach new customers with a new product. Or you can skip trends and use influencers to promote your brand.

Influencers reach certain audiences. Influencers will help you reach a highly focused audience who will likely be interested in your offering.

The conversational tone and personal narrative help distinguish influencer material from features- or sales-driven brand postings.

Message and objective are equally crucial. You don't want to stifle an influencer's creativity, but they shouldn't post about unrelated topics. Determine how you'll arrange your influencer marketing strategy and messaging.

  1. Influencer outreach: How to contact influencers

Back to step one: research. With a plan for your network, goals, and influencers, we explore how to discover them.

Remember these while researching:

  • Does the influencer post about your service? If you're a restaurant promoting a new menu, seek influencers who post about dining out and food.
  • Are they legit?? This involves scrolling and clicking on posts. A low engagement rate and spammy comments indicate a fake account.
  • They've worked with similar brands. A seasoned influencer can show you a press kit with a portfolio of their work. The more you spend on an influencer, the more you vet them.

Twitter analytics tools can help you find campaign influencers.

Decide how you'll contact them. You can message micro influencers privately on the same platform. Established ones may put company contact info in their bio. They may connect to a brand-partnership website.

  1. Review and refine your strategy

Set dates to monitor progress even if your influencer marketing strategy is ongoing. Next, we'll cover how to track results. Each campaign you build should teach you something.

Influencers are here to stay, but influencer marketing has transformed quickly and may look very different in five years. This guide will help you start constructing your approach, but like any social strategy, be ready for change.

As you have learned about Social media marketing for influencers, feel free to look at our blogs to learn more exciting aspects. You can read our article on  How to cancel all sent follow requests on Instagram 2022 and How to make money from Instagram.

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