A NEW KIND OF STORY TELLER

A NEW KIND OF STORY TELLER

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Influencers are making waves in the world of marketing and fast becoming the go-to method for brands wanting to create a closer connection with their target audience. Influencers include the likes of celebs, bloggers, vloggers, micro-influencers and, the newest of the bunch, ‘Instagrammers’ who solely use the photo-sharing platform to promote their favourite products. Although influencer marketing is still a relatively new industry, there’s one thing that we know for sure: it works.

With YouTubers now raking in millions and celebrity endorsements constantly on our social feeds, it’s easy to see how influencer marketing could cost you a small fortune. But that no longer has to be the case. Meet micro-influencers – the new breed of influencer grabbing every marketer’s attention.

They may have a smaller following than their celebrity counterparts but this is not to be scoffed at. Micro-influencers have a far higher engagement with their followers (4-5 times more in fact), are more personable and, best of all, don’t require a huge budget.

Influencer requests are cropping up more frequently in our clients’ strategies so we’ve compiled a few top tips in creating a unique and effective influencer strategy:

1. FIND THE PERFECT FIT
If you’re going down the micro-influencer route then you need to make it count. Does their audience reflect your own? If so, go for it. They may have a smaller following but what they lack in size they make up for in having a highly saturated demographic.

2. TURN INFLUENCERS INTO ADVOCATES
Are they already a fan of your brand? Offering free products in return for a blog post is the easiest (and cheapest) way of reaching your target audience. People trust people, and if they already love your products then you’re onto a winner.

3. TELL A STORY
Unfortunately, the odd Instagram post isn’t going to cut it. It disappears from our feed in a flash and people won’t pay attention if it doesn’t benefit them. Why do they love your brand? Why are they using your products? If they can integrate your products into a themed blog post then this will resonate with their followers even more.

4. RUN AN ON-GOING CAMPAIGN
Do your research and find a handful of influencers who you would like to work with on a regular basis. Unless you’re doing a one-off event or product launch then a campaign schedule will ensure that your brand or product is consistently in your target audience’s social feeds.

5. MEASURE ENGAGEMENT
Now this is where it gets a little tricky. As influencer marketing is still fairly new, there are very few guidelines to follow when it comes to measuring how much individual engagement is worth. For marketers who are used to measuring effectiveness, this can be a real-life nightmare. Try out a few relevant influencers and see how you get on.

Do you want to build brand awareness and connect to your audience through social stars? Get in touch at [email protected]