Influencer marketing is now part of nearly every marketing mix. But who are influencers?
Influencers are bloggers and social media users with a strong following and high engagement rate. Characterised by a fanbase of loyal followers, influencers provide trusted opinions and followers make purchases based on their recommendations. Having mastered the art of managing multiple channels and communities, the term ‘influencer’ has been adopted to describe these ‘stars’ of social media.
Influencers on social media can have a huge impact on their fans and followers; this also goes for purchasing decisions. If a big YouTuber recommends a product on their channel, many followers will buy the product based on this recommendation, or at the least, explore the product and the brand.
Influencer: Impact on Social Media and Blogs
www.businessdictionary.com regards an influencer to be “an individual who has the power to affect purchase decisions of others”. For an influencer who is active on social media, this is crucial as there are many who make a living out of sharing products on their social channels to support a brand’s marketing strategy.
Influencers are users of social media and bloggers, who are perceived to be trustworthy and whose opinions are valued enough by their community to be able to impact the communities’ purchasing decisions.
As a result, influencers offer a lot of potential for brands and advertisers. With the help of an influencer, your product could become the latest must-have item amongst an entire online community. Micro-influencers alone are estimated to have up to 10K followers on average. This kind of reach could have major impact for a brand’s sales and return on investment (ROI).
Micro-Influencer: Opportunity or Hype?
The definition of an influencer doesn’t include any statement about their amount of followers for a reason. More important than the gross reach is the net reach and relevancy of the audience for your marketing goals. Micro-influencers, with a smaller following but higher engagement rate than social media ‘stars’, can be a great choice for brands.
Now you know the power of the influencer, you can start to find the right influencer for your next collaboration.
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