Influencer Marketing: The Good, The Bad, And The Straight-Up Weird Part Of It: Part 2

Usually, it depends on how many followers they have, how many people an influencer can reach, the extent to which they will endorse the product, how active are their social media presence and the success of their past endorsements have performed.  Influencers may be categorized into tiers (top-, mega-, macro-, micro-, and nano-influencers), based on their number of followers.

While top-tier influencers and celebrities may receive a six or seven-figure fee for a single social-media post, payment may include free products or services. And for influencers with a smaller audience, free products or services may be the only form of compensation. In most countries, influencers are obligated to tell their audiences whether a post is a sponsored one or not, if an influencer is failing to meet the requirement they might get in trouble with the law because they are not following the rules.

Finding the right influencer to promote your brand is very important as their followers are your target future customers, product and benefits matching is key. For skincare products, they should use an influencer with good skin. Likewise, a full glam makeup product may use bold colours to convey its brand. If an influencer is known for their natural makeup, they will clash with the brand. 

Now that you have learned about how to properly engage with influencers, but does it mean that influencer marketing is the absolute way to go to promote your products? You might need to consider some aspects too, and we will understand further in the next part of this article.