Internet users are much more likely to trust the advice of other consumers in their community, rather than the advertisements served by brands or influencers. In this context, influencers can greatly contribute to success and improve the notoriety and image of a company, a brand or a sector of activity by making connections.
Working with an influencer can create buzz around your product or service and can generate a return on investment 11 times that of traditional digital marketing. This type of marketing is called “influence marketing”. As part of a global E-reputation strategy for a company and a brand, this strategy can be winning, it is important to understand the issues and the strategies to use.
Table of Contents
- What is a social media influencer?
- How can an influencer affect your online image?
- How to choose the right influencer for your influencer campaign?
What is a social media influencer?
They are the people who significantly impact the opinions and actions of other members of their networks. He can be an ordinary person, a journalist, an expert in a specific field or a person with celebrity status.
Over the past decade, social media has grown rapidly in importance. According to We Are Social’s 2018 Global Digital Statshot, over 3 billion people actively use social media, accounting for 40% of the world’s population. Inevitably, these people look to those who are social media specialists for guidance in their decision-making.
Social media influencers have built a reputation for their knowledge and expertise on a particular subject, or for a particular talent such as humor. They post regularly and generate a large number of enthusiastic and engaged fans and followers who pay close attention to their views and recommendations with a high engagement rate.
Each influencer group has advantages and disadvantages for businesses and advertisers who want to interact with them., depending on the objectives and challenges of a particular initiative or campaign. The bigger ones can reach a very large audience in a single post, while the smaller ones can sometimes help campaigns reach the more specialized audience of a particular community.
The bulk of social influencer marketing today happens in social media.
What different platforms do they use?
It does not have equal influence on all social platforms. Usually it is known on a particular social site and duplicates its content or tries other approaches on others.
Some platforms are more suitable for certain content formats, styles, subjects and audiences… Some have a number of followers that greatly exceeds millions of subscribers.
In general, they can be defined by the social channel in the following ways:
- Instagram (Insta for close friends): Instagrammers create highly visual content, captioned with shorthand written content.
- Snapchat: It is the social media used by young people to share instant photos and videos.
- Youtube : Youtubers focus exclusively on creating videos.
- blogging: Bloggers create textual and visual content on a multitude of subjects (fashion, science, health, etc.).
- Facebook : On Facebook they are rarer. When they are present on other media, they use Facebook as a relay for their main social network.
- Twitch: Mainly known in the world of video games to a young audience who broadcasts their games live.
- Linkedin: This social network is intended for professionals and will be a privileged place for B2B influencer marketing.
What are the different types of influencers?
The majority of them fall into the following categories:
- Celebrities: categories frequently reserved for big brands, mainly in fashion, they are not easily accessible to the majority of companies.
- Experts, Opinion leaders and journalists: they earn respect because of their qualifications, position or experience within their area of expertise. Rather than sealing a commercial agreement with them, a company will first seek to receive from them a recommendation, an opinion, a press article, an invitation to a TV set, a report …
- Bloggers and content creators: When a popular blogger positively mentions your product or service in one of their posts, it can impact their readers. They will then be tempted to test and share your product in turn.
- Micro-Influencers: they are ordinary people who have made themselves known by their knowledge of certain specialized niches. Obtaining partnerships with them can open the door to audiences that are sometimes small, but extremely qualitative.
Monitoring will help identify potential influencers in your industry and those who already have an influence with target consumers.
How can an influencer affect your online image?
It is important to note that these people are not just marketing tools, but rather social relationship assets that brands can collaborate with to achieve their marketing strategy goals.
Make the company and the brand more attractive
Businesses and their direct communication are ineffective with potential consumers compared to the power of recommendation. By using a known figure as an ambassador, you give your business a known face and break the cold image of the disembodied company and improve its online reputation through another type of relationship.
By offering products that respect the values of the community gathered around him, you facilitate networking and avoid too direct advertising. The aim is to allow potential customers to to appropriate the feeling of the decision purchase.
Create relevant content by engaging:
In general, for many of them, they are creators (videos, photos, blogs, etc.). Their productions are already appreciated by their fans. Rather than forcing them to broadcast content, involve them!. By carrying out your influence campaigns themselves, they will integrate the promotion of your brand into their universe, respecting the codes and style that made them successful, and, which attracted the attention and support of their fans. .
While content posted by a brand may appear static, the engaging nature of influencer content prompts people to comment and discuss.
They create positive associations with brands
Fans and followers share a number of values and interests with him. The associations and positive strategies created with it are immediately transferred to your brand as long as your communication respects the DNA of its audience and the usual editorial line.
How to choose the right influencer for your influencer campaign?
Running an influencer marketing campaign is a hot trend that can come with risks if one associates with those whose credibility or actions may be detrimental to the associated brand.
The Community Manager who knows the consumers and the business community well can bring his experience to choose the most relevant influencers.
A damaged reputation takes time to rebuild. Even cutting ties with an influencer who makes a mistake won’t immediately restore your image to them.
- It is essential to do extensive research on those to partner with.
- Find a socially responsible partner and performing will help reduce reputational risks.
- Make sure he understands your goals and is genuinely interested in the brand and its key values.
- Check that his past actions and words cannot harm you in the future. Indeed, it often happens that past remarks are reflected in the media x years later.
- A large number of followers or subscribers may not match the qualities sought nor how their membership will drive engagement with your brand. Target the smallest in quantity, but with a more qualitative audience for you and real notoriety in the communities you are targeting.
- Plan for contractual clauses and the reactions to be adopted by each party in the event of a crisis.
- Partnerships with those specializing in your sector or your niche can better target your target audience and communities.
- Constantly check. Keep in mind that anyone can say anything at any time.