- Dale Schaefer
Social Media Influencer Marketing
Digital marketing agencies are always seeking to stay on top of the latest trends in marketing to help get their clients' brands on the map. While technology is constantly expanding our options, one technique, social media influencing, has been around for quite some time. More companies are using social media influencers to grow their brand because of their effectiveness in reaching customers.
What is a Social Media Influencer?
An influencer is a person who is a trusted figure with a loyal following. They usually have experience or knowledge in a niche market, such as fitness or fashion, and are well-loved and trusted by their followers. Note that influencers are different from celebrities because they are not necessarily known movie stars or sports professionals.
What is Social Media Influencer Marketing?
Influencer marketing is a strategy where a brand and an influencer create a relationship to promote the company's brand. The influencer shares and recommends the brand's products and services through personal social media channels such as Facebook, Instagram, YouTube, TikTok, and Twitter. More than two-thirds (67.9%) of U.S marketers used some form of influencer marketing in 2021; that's expected to increase to 72.5% in 2022.
How does Social Media Marketing work?
The influencer is an independent agent who creates their own unique content alongside the company's advertising goals. Social media influencer marketing is so powerful because the messages come across as personal and unique.
Another reason influencer marketing is a powerful strategy is that it allows brands to reach their target audience and build trust. This is because influencers have a dedicated and engaged group of followers on social media.
Civic Science found that 14% of 18-to-24-year-olds and 11% of millennials had bought something within the last six months because a blogger or influencer recommended it. Anyone can become an influencer, so if someone is regarded as an expert or trusted figure in a brand's market, they have a way of reaching their followers and building people's trust in the brand. Suddenly, instead of being skeptical of a brand, followers believe that since an influencer they respect enjoys the brand, they will too.
Social Media Influencers: By the Numbers
The size of the influencer's following that is best for your brand depends on the market you are looking to reach. Some companies actually find that influencers with smaller fan bases are more effective. But over time, social media influencer audiences have been broken down as:
Nano-influencers: 10,000 followers or fewer
Micro-influencers: 10,000 to 100,000 followers
Macro-influencers: 100,000 to 1,000,000 followers
Mega-influencers: 1 million-plus followers
The relationship between an influencer and a brand requires a high level of trust. Therefore, companies need to beware of influencers with fake and unengaged followers, making them appear they have a broader reach than they actually do. Fortunately, companies have tools to check that the influencer obtained followers organically.
What do Social Media Influencers cost?
The cost of a social media influencer is typically calculated by the platform/platforms they use and the size of their audience. For example, industry experts suggest that Instagram influencers are paid about $1000 per 100,000 followers. On the other hand, YouTube influencers receive about $100 per 1,000 views.
MaxDRIVE Marketing can help you with all of your marketing strategies, including your social media influencer strategy. Reach out via email or give us a call at 502-775-9789. We'll help you build and implement an advertising strategy to meet your goals!