Influence Marketing: How to Establish an Effective Strategy Part 1
By adapting the famous word-of-mouth principle to digital, influence marketing is proving to be a particularly effective strategy, in order to improve the visibility of a brand, reach an ever wider audience and acquire new prospects.
What is influence marketing?
Influence marketing is a marketing strategy that allows a company to promote its product or service based on the reputation of leading experts and personalities in their field, influencers or opinion leaders, to share brand content with their community.
A study on the impact of influencers on American Internet users aged 13 to 38 reveals that nearly 3/4 of this age group subscribes to an influencer.
Mainly monitored because of their authenticity, entertaining personality or expertise, these influencers have a real power of prescription on social networks, YouTube and Instagram are the most widely used platforms to track an influencer. 56% of Internet users say that they have made a purchase after seeing a publication posted by an influencer they follow and buy all the more easily because the influencer seems to know the product, the brand or its sector of activity.
For a brand, influence marketing is then an effective tool to raise awareness with new targets, generate interest and generate conversion. A recent overview of influence marketing figures in 2019 reveals that 82% of professionals consider prospects generated by an influence marketing campaign to be of better quality and 58% see an increase in their visibility thanks to this strategy. Moreover, in terms of return on investment, influence marketing far outperforms traditional advertising with an ROI (return on investment) 11 times higher.
Different types of influencers
Influencers can be categorized by the size of their community and the associated impact in terms of engagement.
Nano-influencers, niche prescribers: less than 10,000 subscribers, high engagement and conversion rates, low rates.
Micro-influencers, close to their audience: between 10,000 and 100,000 subscribers, highly segmented audience and high engagement rate.
Macro-influencers, linked to multiple audiences: 100,000 to 500,000 subscribers, high visibility.
Mega-influencers, celebrities, artists and athletes: over 500,000 subscribers, high reach, low engagement rate, high rates.
6 tools to find an influencer
Finding the right influencer for an influence marketing campaign depends on many criteria: the relevance of the influencer’s expertise to the offer or content to be promoted, reputation, values, tone, preferred content, the proposed rates, the size of the influencer community, and the engagement rate of this hearing. However, identifying all these elements requires time to perform a comprehensive analysis for all potential influencers.
With the rise of the influencer phenomenon and the growing interest of companies in influence marketing, many tools for managing relationships with influencers have been developed. Both a directory of influencers, recruitment tools, networking, contractual management and performance monitoring, Influencer platforms allow professionals to save time in setting up their influence marketing campaigns and focus on their content.
Brand Celebrities, to reach celebrity influencers
The Brand Celebrities platform provides the opportunity to access a directory of qualitative and quantitative data of 1 million influencers, thousands of opinion leaders and speakers and celebrities (from athletes to star chefs) who can become brand ambassadors. More than a directory, Brand Celebrities also assists companies in making contact, setting up the contract and managing the influence marketing campaign.