Influencer marketing for many has been make or break. Brands sometimes dive into this new realm of marketing and for the most part, don’t have a solid understanding of what to do. There’s a misconception that you need to hire an influencer with over 100,000 followers and that will give you the most brand awareness, but this isn’t necessarily the case.
What often goes wrong
Brands have this strong intent to get as much traction as possible from influencers, and of course, that’s going to be an important element to influencer marketing.
This desperation can lead to brands overpaying for influencers who aren’t bringing enough traction. Why? Because sometimes a good portion of these macro-influencer accounts followers are robots and don’t actually engage, they’re there to boost their follower number.
Due to this, brands are wasting precious ad-dollars on influencers that are ergo fooling them.
One other thing is that brands are over pushing their products with these high-level influencers and it comes across as inauthentic. Audience’s don’t want to feel like they’re having products shoved down their throat.
What to do
1. Find influencers with high engagement rate
What is considered a high engagement rate? Over 3% is above average. But why find influencers with high engagement rates?
The higher the average engagement rate of a digital influencer, the more likely their followers are going to like, comment, share, and visit links from their content.
This will inevitably result in more sales and brand awareness!
2. Utilize multiple micro-influencers
Of the 5 influencer types, micro-influencers are the most bang for your buck and have taken over the marketplace. They generally have 1k-50k followers.
But why are they so effective? Brands refuse to spend big ad-dollars on one macro-influencer (100k+ followers) and find it more beneficial to utilize multiple micro-influencers. You’re covering a wider range of the audience using multiple channels as opposed to relying on one.
You can spend less on 10 micro-influencers and reach out to a wider audience as opposed to using 1 macro-influencer.
These micro-influencers are also a very low risk due to their followers more often than not, being a low number of robots - equating to more real engagement!
3. Be authentic
Tell a story. Find an influencer you can build a relationship with and who believes in and uses your product. This way their message comes across as authentic.
Authenticity in influencer marketing is the most important key to selling. Audiences don’t want to be bombarded with “salesy” content. They want to see a particular influencer talk about a product they genuinely love and use on a regular basis.
4. Use an IMP to find influencers without fake followers and fake engagement
So what is an IMP? It’s an influencer marketing platform. Utilizing one of these platforms will be the best thing if you want to find the best influencers who don’t have fake followers or fake engagement.
The developers of these platforms have developed algorithms so the influencers on their platforms are authentic meaning, real followers, real engagement, & high engagement rates.
Some are fairly costly but other influencer marketing platforms are more affordable or free.
Take the time to find the right IMP, to find the right influencers, save money and not spend on the influencer’s who aren’t providing any real value.
The key things to take away from this article are, promote authentic content, and use an IMP to find multiple micro-influencers with high engagement rates, real engagement, and real followers.
Use this strategy and your influencer marketing promotions should generate more sales and brand awareness.