Over the past decade, social media has become a major part of our daily lives as it connects us to the rest of the world. It is also a crucial medium for brands to connect with newer audiences. With billions of users joining platforms such as YouTube, TikTok, and Instagram, the influencer market has seen rapid growth in recent times. Between 2010 and 2021, social networking platforms almost tripled their total user base, from 970 million in 2010 to 3.81 billion users in 2020.
50.64% of the world’s total population uses social media, with Facebook being the leading social network at 2.85 billion monthly active users, Instagram at one billion users, and TikTok at 689 million users. The influencer market has seen rapid growth and is expected to grow from USD 6.0 billion in 2020 to USD 24.1 billion by 2025. The numbers make it clear that social media influencers can be indispensable to brand marketing and are here to stay. But how do you select the right one for your brand? How do you distinguish between big numbers and brand alignment?
Working with the right influencers to create a tailor-made, data-driven marketing campaign that seamlessly aligns with your brand can be a nerve-wracking process. It is vital to connect with like-minded influencers who are relevant, authentic, and most importantly, well-matched to your brand values. Here are some criteria to pay attention to while choosing influencers you can trust for your brand’s success.
Finding The Right Influencers
As per Influencer Marketing Hub, for every $1 that brands spend on influencers, they are getting an ROI of $5.78. But despite what may seem as advantages, influencer marketing can be a waste of time and effort if you aren’t working with like-minded individuals. While it is tempting to focus on an influencer with millions of followers, it is more important to look deeper. Studying an influencer’s content can help understand if they’re worth the investment and if their values match with yours.
Multiple influencers who create conversation and content that seamlessly promotes your already-existing brand indicate a bigger opportunity for success when compared to an influencer with a large following. In many cases, a small group of micro-influencers will prove to be more affordable and effective as opposed to a single macro endorsement. According to the Bloglovin’ Global Influencer Survey, the vast majority (97%) of micro-influencers will charge less than $500 for product placement in the content they produce, with 84% charging less than $250. The starting cost for macro-influencers on the other hand is $1,000 or more.
To understand how micro-influencers can bring success to your brand, let’s look at an example: Tourism-focused brands might require multiple impressions, so a group of diverse, micro-influencer travel bloggers could be your best bet. They are individuals that have between 1,000 to 100,000 followers/audience members and are referred to as experts in their niche. They offer personal recommendations to their compact, targeted audience and are always engaged with their close-knit network.
The relationship here demonstrates a high level of trust and engagement, which is more useful when there is a product that needs selling. In a study conducted by Uproar PR, it was discovered that around three-fourths of consumers prefer marketing that comes from micro-influencers.
Relevance and Authenticity Vs Engagement And Reach
There isn’t a definition of how influential someone is online. In most cases, it depends on a number of factors. So before looking at an influencer’s unique visitors, engagement rate or reach, it’s important to recognize how aligned a blogger’s content is with your messaging. An influencer cannot self-proclaim their content as authentic, as the creative expression connecting their vision and a brand’s objective is most essential.
In the endless quest for brands to create engaging content with influencers, authenticity will always reign as the most integral component of influencer marketing. The difference between good and great marketing is simple: good marketing is easy to recognize, but great marketing doesn’t look like marketing.
For instance, when Nike asked American YouTuber Casey Neistat to film a commercial for their FuelBand fitness tracker featuring the slogan “Make It Count”, he decided to set off on a journey across the world with his friend, using the brand’s money and advice. The result was a four-and-a-half-minute viral video labeled as “The Best Branding Story” ever told. It has over 30 million views today.
Tap Into Influencer Marketplaces
An influencer marketplace helps brands and businesses connect with influencers in similar industries and social channels. You can find a marketplace for just Instagram food and drink influencers or a marketplace for games and tech-based YouTube influencers, or perhaps a single platform to connect with both.
It streamlines the process between a brand and an influencer, offers end-to-end solutions and marketing tools that assist brands in choosing the appropriate influencer. Brands can view an available influencer’s metrics and access analytical features to keep track of every step taken in a campaign, ensuring nothing but success. SYFT.GG is an influencer marketplace, for gamers by gamers. It empowers gamers to monetize their content by connecting them with musicians, bands, and fans.
Lastly, it would help to bring in influencers who could personally care about your brand and marketing it. Select influencers who will be excited to promote your brand in an interesting way. Focus on the frequency and quality of their posts, and remember that true influence is about leveraging authenticity.