Why should i use influencer marketing
10 reasons your brand should partner with influencers
Influencers - aren't they the ones who smile and hold something in the camera on Instagram? Yes and no, because of course there are these types of influencers. But there are also quite a few other opinion leaders; and maybe the one person who fits your brand perfectly. In this article you will find out why an influencer cooperation can help you to be successful.
Who and what is an influencer?
An influencer is someone who is considered an opinion maker in a certain niche and has a certain reach. Incidentally, it doesn't always have to be the so-called mega influencers with millions of followers - in fact, it often makes more sense for brands to work with nano or micro influencers:
- Nano influencers = maximum three-digit number of followers
- Micro influencers = around four to five-digit number of followers
In comparison, they seem particularly authentic and can come up with great authority in their niche.
Back to influencers as opinion leaders: What they do, buy or promote often becomes a trend. The branding effect that a brand can draw from a cooperation is correspondingly large.
First, a brief overview of where influencers can mainly be found:
10 good reasons for influencer collaborations
Reach, authenticity and content that is easy to get: These are three popular arguments for influencer projects. Rightly so, you will find these reasons in our list. But was that really it? Of course not.
# 1 High reach and precise target group targeting
Those who follow an influencer do so out of interest. This means that when your brand works with this influential person, you automatically get the attention of a very specific target group.
At this point, a few figures from the Influencer Marketing Report 2019 by Rakuten Marketing should not be missing: Of 3,600 respondents, 41 percent said they became aware of at least one new product or brand per week - through influencers alone. Not bad, right?
How many interested people you actually reach, however, logically depends on the scale on which "your" influencer operates. The larger the fan base, the greater the wastage. Nano and micro influencers with their rather manageable number of followers, on the other hand, are a thoroughly lucrative option - after all, authenticity is particularly important here. Speaking of authentic appearance ...
# 2 A face to the product = credibility
Purchasing decisions stand and fall with the factor of trust - and we humans tend to trust a face much more quickly than an abstract company logo. When you start an influencer cooperation, it makes your brand more approachable and the advertising message more authentic.
This is especially true when you consider that influencers usually actively interact with their followers instead of just engaging in one-to-many communication. Plus: Influencers are perceived less as advertising, but rather as neutral entities, true to the motto: "You could still rate negatively if you were really not satisfied."
# 3 Emotional attachment
A recommendation has a much stronger effect on us if it comes from someone we find likeable. And that is exactly the attitude that followers have towards their influencers, especially if they have been following them for a longer period of time.
In other words: The follower ratio is based less on commercial interest than on a subjectively perceived sense of friendship. Hand in hand with this goes the fact that followers of the "friends" aka influencers are willing to share their opinion in comments. As a practical side effect, the cooperation gives you a lot of real target group feedback.
# 4 New content ideas from the professional
Nobody becomes an influencer automatically. All opinion makers who are on various social networks have one thing in common: They are passionate about creating content, and they are highly professional. As experts in their respective industry, they know in every detail what their (and at the same time your) target group wants to see and are professionals in it, outside the box to think.
In theory, everyone knows that creative approaches are indispensable in social media marketing, but implementation often becomes more difficult. Creativity at the push of a button: It's not that easy after all. For influencers, however, it is part of normal everyday work to think about how you can pick up the followers again and again.
This is one of the reasons why influencer collaborations are so lucrative, because they bring a breath of fresh air to the content strategy. A big factor when you consider that the content world is spinning faster and faster and it is becoming increasingly difficult, actually still new To develop ideas.
# 5 Sustainable contact
Cooperated once and that's it? Are you kidding me? Are you serious when you say that. The longer your brand works with the same person, the more believable the message becomes - as far as actually logical. So if your first cooperation went well, you should definitely stick with it and actively suggest further joint projects. That should also be in the interest of the influencer, because in the end you are both a successful deal.
In fact, long-term cooperation is almost a must, says Ariella Brown from PostFunnel, because influencers can only show a product or service from different angles in long-term campaigns. And what would you rather believe yourself: a single mention at the same time or a positive assessment that is repeated several times? Just.
# 6 Unobtrusive instant advertising
When influencers advertise, it is usually with a direct and understandable reference to their everyday life (well - not always, as these 5 influencer fails show). In contrast to classic advertisements or social ads, the influencer advertising mail is in a very specific context, ideally the everyday life of this person.
Instagram in particular is at the forefront when it comes to real-time storytelling. Here, most influencers take their followers with them in the stories throughout the day - and can advertise there without being intrusive.
They are obliged to label advertising as such, but that is not perceived as annoying if one can believe a survey by Kantar TNS (2019): A total of 72 percent of those surveyed said that they would not mind the advertising character. Can you say the same about social ads, banner ads, TV and radio spots? Hardly likely.
# 7 Image cultivation: keep your eyes open when choosing a partner
No brand exists in a vacuum - and the right business contacts can have a big impact on the brand image. So if you manage to build good influencer contacts, you may be able to really push the reputation of your brand.
Alternatively, cooperations are a way of breaking new ground in terms of image technology. An example: For some time now, “Yoga With Adriene” founder Adriene Mishler has been the face of the Adidas yoga line. A smart move, because just a few years ago who would have associated the sports brand Adidas with the wellness world of yoga tutorials on YouTube?
Attention: A cooperation does not automatically mean that the brand image goes through the roof in a positive way. There are plenty of examples of failed campaigns - and the most important lesson from them is, make sure you choose the right person to work with.
# 8 Little production effort
Influencers are content professionals in every way because, as I said, they know best what their followers want to see. As a rule, they can also estimate very well what the ideal time to post is - a question that many social media marketers have already grudged their teeth on ...
For your cooperation this means: The smartest strategy is to let the influencer himself do the content production and posting. The smartest and cheapest, because you save yourself a lot of work and still get (authentic) postings that hit the mark.
Overall, influencer cooperation tends to be the cheaper solution. Yes, there are the Caro Daurs of this world who get an estimated 5,000 euros for a post - but that's not the rule in this country. Attention: “cheap” does not mean “low price”. Being an influencer is a job that often involves a lot of work. You should reward them appropriately.
# 9 Success is easy to measure
Marketing measures must of course not only be planned and implemented, but also evaluated. Common key figures are:
The big advantage of influencer cooperations: Your business partner knows his most important key figures best himself and can provide valuable input in the analysis. The cooperation is very efficient in several ways. Plus: the brand and the influencer can both learn from this continuously and continue to optimize the common strategy.
# 10 No ad blockers
Advertising, advertising, even more advertising: in order not to have to deal with that, almost 30 percent of Internet users in Germany use an ad blocker. Pretty bad news for all marketers who want to attract attention with advertising banners and the like.
It looks different with influencer advertising, because it is organic posts. Instagram stories, blog posts, YouTube videos and the like can easily bypass the ad blockers - and as we already know, the majority of followers are not bothered by the promotional nature of such posts.
So much for the benefits that cooperation with opinion leaders can have. The only question that remains is how you actually implement such a project.
How to skilfully approach an influencer cooperation
A collaboration with influencers can essentially be divided into three phases:
- the search for the right person
- the "getting to know each other"
- the cooperation including evaluation
What happens after that depends entirely on whether the joint project goes well. Ideally, both parties are satisfied and phases 4, 5, 6 and more follow: the next campaigns.
The infographic gives you an overview of what you need to know about the individual stages of the cooperation. Or you just read on - finally we explained the process in more detail again.
Step 1: Pre-sorting, background check and rough planning
Admittedly, not every would-be influencer out there actually understands something about business. It is important to be thorough when making your choice. For example, it is very important that the number of followers is not the only factor. A few hundred active followers are much better than thousands of inactive or even bought (bot) followers.
Fortunately, there are now various tools for the influencer search, so the selection cannot fail. Alternatively, you can contact an agency that specializes in influencer relations.
By the way, in this first step you should already know how you envision the collaboration. What are the specific goals, the budget and the consideration that you can offer as a business partner?
Step 2: "Getting to know" and making contact
As soon as the shortlist is made, you should get in touch with the relevant people - but not yet with the specific request! Leave a nice comment, share posts and the like. These little gestures of appreciation put your brand on the influencer's radar.
Sure, not every influencer receives hundreds of inquiries every day. Nevertheless: Checking e-mails and going through offers takes time. And how likely is it that an influencer will even dig deeper into your message if it comes out of nowhere? Without a first "sniff" in advance, it may well be that you don't even get into the conversation.
Apropos conversation: What should such a cooperation request look like? Clearly: individual. The request must show that you know what the influencer is doing. Nobody likes mass processing. It is also important to propose a specific deal and provide as much information as possible - that shortens the whole process, and both sides are happy about that.
Step 3: cooperation and evaluation
A collaboration means exactly that: working together. As soon as the client and the influencer have reached an agreement, a common cause is called for in the implementation. At the same time, however, for you as an entrepreneur: give the influencer freedom, because, as I said, he or she knows the audience best.
Rather, it is about clarifying who should do what and in what period. Of course, the evaluation is just as important as soon as the stone has started rolling. It is best to discuss this point at an early stage so that there are no misunderstandings.
Conclusion: not without my influencer ... right?
The market volume for influencer marketing in German-speaking countries is estimated at around 990 million euros for 2020. A number that shows that there is tremendous potential there, and your competition most likely knows that too.
If you are now toying with the idea of starting such a cooperation, here is a final tip: Do not see the cooperation as a the Advertising miracle product par excellence. Rather, it should a part of the marketing mix and not its entire foundation.
With this in mind: Good luck with your first influencer project - and don't forget: keep it real!
Keyvan Haghighat Mehr is co-founder and COO of the social media agency media by nature GmbH based in Hamburg. The innovative agency from Hamburg's Speicherstadt has specialized in social media and stages brands along the entire customer journey - data-driven and therefore 100 percent measurable. Customers include Lufthansa, Hagebau, Wolters Kluwer and other well-known brands. The potential of influencer marketing has not yet been exhausted for Keyvan and his team, which is why it is now time to pass on the knowledge.
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