The power of influencer marketing lies in its ability to create genuine connections between the influencer and their audience. By leveraging their credibility and reputation, brands can create an authentic and engaging message that resonates with the target audience-making it an incredibly powerful tool for businesses looking to expand their online presence.
From TikTok to Instagram and YouTube to Facebook, influencers can promote products and services across many types of platforms, including social media, blogs, and even traditional media. If you’re still not 100% convinced it’s the way forward, here’s the lowdown on influencer marketing in 2023.
The Benefits of Influencer Marketing
Influencers are experts in their field and often the go-to for many looking for recommendations. They can provide valuable insights into your target audience, helping you create content that resonates with them in the best way possible. They can also provide valuable feedback on your product or service and help you refine your messaging for maximum impact. But besides these few things there are a few more benefits of marketing with influencers.
- Reach a Wider Audience
- Increased Brand Awareness
- Increased Engagement
- Build Trust
- Improved SEO
Audience reach: Influencer marketing allows you to reach a larger audience than traditional marketing methods. By leveraging the influence of an influencer, you can tap into their existing audience and get your message in front of way more people.
Brand awareness: Influencer marketing can help boost awareness of your brand, service or product. By joining forces with an influencer, you can reach a new audience and gain more exposure for your brand.
Boosts engagement: Influencer marketing can help to increase engagement with your brand. By partnering with an influencer, you can create content that reaches out and connects with their audience, encouraging them to interact with your brand.
Creates trust: Influencer marketing can help to build trust with your target audience. By working with an influencer, you can showcase your brand in a positive light and create a sense of trust with your target audience.
Cost-effective: Influencer marketing is a cost-effective way to reach a large audience. By partnering with an influencer, you can get your message out to a large audience without having to invest in expensive advertising campaigns.
Raises SEO: Influencer marketing can help to light a rocket under your SEO rankings. By partnering with an influencer, you can create content that is optimised for search engines and can help to improve your rankings.
The 4 Types of Influencers and Which Are Best?
Nano Influencers: Typically everyday people with a following on social media - usually under 10,000 followers. They often have a niche focus and can be very effective in promoting a product or service to their audience.
Micro-Influencers: Typically have a larger following, usually between 10,000 and 100,000 followers. They can be incredibly powerful in terms of influencing their followers, as they tend to have a close relationship with them and more time to engage.
Macro Influencers typically have a much larger following, usually between 100,000 and 1 million followers. They are often seen as more influential and have a wider reach than micro-Influencers, but cost much more in terms of payment.
Mega Influencers: The most influential type of influencer. They typically have a huge following, usually over 1 million followers. They have the widest reach and can be incredibly effective in promoting a product or service to their audience if you have the budget.
Out of the 4 types, many brands and businesses focus on micro and macro influencers due to their reach, relatability, credibility and affordability. However, Gen-z nano influencers can be just as effective if you are looking for a more cost-effective option. Ultimately, it all depends on your goals and budget.
How to Leverage Influencer Marketing
One of the most popular ways to leverage influencer marketing is through direct payments for posts. This involves paying influencers to create content for your brand, such as sponsored posts, product reviews, and giveaways. This type of content is often more effective than traditional advertising because it comes from a trusted source and is more likely to be seen and shared by their followers.
Another great way to leverage influencer marketing is through affiliate programs, which involves paying influencers a commission for each sale they generate from their posts. This is a great way to reward influencers for their hard work and incentivize them to promote your brand. It also helps to ensure that the content they create is of high quality and resonates with their followers.
To look a little closer, a member of our team partners with several brands and businesses within the skincare and anti-aging markets and receives an average of $800 - $1,000 USD per sponsored video on YouTube. On top of this, he is given an affiliate link and a code for his subscribers to use, earning him a further 10% - 15% of the total order amount.
A video will generate the partner brand or business between $20,000 to $50,000 of orders on average (depending on the product) while the affiliate code encourages the influencer to create updated content to boost that revenue stream. This just goes to show how an initial small investment can go on to work to both parties' advantage in the short and long term.
The Basics of an Influencer Marketing Strategy
Creating an effective influencer marketing strategy is essential for any business looking to reach a larger audience and boost their brand’s visibility. It’s important to remember that influencer marketing is not a one-size-fits-all approach, and it’s important to customise your strategy to meet your specific goals and objectives. Here are some tips to help you create a successful influencer marketing strategy:
Identify Your Goals: Before you start your influencer marketing campaign, it’s important to identify your goals and objectives. Are you looking to increase brand awareness, drive sales, or build relationships with your customers? Knowing what you want to achieve will help you create a more effective strategy.
Research Your Audience: Knowing your target audience is key to creating an effective influencer marketing strategy. Research the demographics of your target audience, including their age, gender, interests, and more. This will help you identify the right influencers to work with.
Choose the Right Influencers: Once you’ve identified your target audience, it’s time to find the right influencers to work with. Look for influencers who have a large, engaged following and who have an authentic connection to your brand. With that said, Nanoinfluencers with fewer than 10,000 followers can work just as well if they have an engaged audience and are more affordable. Micro and Macro influencers cost more but have more reach. Mega influencers have a huge audience but will often be hugely expensive.
Look for the 3 Rs of influence: Reach, relevance and resonance. Reach: Look for influencers who have a large, engaged following. Relevance: Look for influencers who have an authentic connection to your brand. Resonance: Look for influencers who create content that resonates with your target audience.
Create a Campaign Plan: Once you’ve identified the right influencers, it’s time to create a campaign plan. This plan should include the goals and objectives of the campaign, the timeline, the budget, and the content strategy.
Monitor and Measure: Once your influencer marketing campaign is up and running, it’s important to monitor and measure the results. Track metrics such as reach, engagement, and conversions to see how successful your campaign is.
Know The Rules to Stay Protected
Disclosure is incredibly important to the FTC, as it helps to protect consumers from deceptive marketing and false advertising. The Australian equivalent of the FTC is the Australian Competition and Consumer Commission (ACCC). The ACCC is responsible for enforcing the Competition and Consumer Act 2010 and other related legislation. The ACCC is also responsible for ensuring that businesses comply with the law and that consumers are protected from unfair practices.
At its core, disclosure helps to ensure that consumers are able to make informed decisions about the products and services they purchase. When influencers provide accurate and honest information about a product or service, it helps to ensure that consumers are able to make an informed decision about whether or not they should purchase it. Without disclosure, consumers may be misled or deceived into buying something that is not in their best interest.
By providing disclosure guidelines, the FTC and ACCC are able to ensure that influencers are not making false or misleading claims about a product or service. This helps to ensure that consumers are not being taken advantage of by influencers who are trying to make a quick buck.
Video Reviews & Content Best Practices
Video review guidelines state that influencers must provide both written and verbal disclosure if they are being paid or receiving any form of compensation to promote a product or service. This helps to ensure that consumers are aware of any potential bias that the influencer may have and that they are able to make an informed decision about whether or not to purchase the product or service.
Other content types must use hashtags #ad or #sponsored or use the appropriate tags for the platform. Failure of your influencers to disclose their paid partnerships can become extremely damaging to everyone involved, so be sure to include a disclosure clause in any contract.
How Talk Can Help
We know that influencer marketing and creative content creation are key components of any successful marketing strategy. We have the expertise and experience to help you reach your goals.
Our team of experienced professionals will work with you to create a comprehensive influencer marketing strategy that is tailored to your specific needs. We will help you identify the right influencers for your brand and create content that resonates with your target audience. We will also help you measure the success of your campaigns and ensure that you are getting the most out of your investment.