Influencer Marketing In 2021: How To Work
An influencer is someone who has: the power to affect the purchasing decisions of others because of his or her authority, knowledge, position, or relationship with his or her audience. a following in a distinct niche, with whom he or she actively engages.
Influencer Marketing is a modern marketing technique in which concentration is mainly placed on particular individuals rather than the entire target market.
These individuals, termed influencers, are identified as people having a profound influence on the marketing activities of many other potential buyers of a brand.
The explosion of social media over the last ten years has remarkably revolutionized communication and is making a similar impact in the business world.
This has brought about the emergence of many potential influencers, often people very active on social media (having many followers) with respected opinions due to industry expertise.
The concept of influencer marketing is more about positively impacting sales and not just increasing awareness. Therefore, the selection of a productive influencer is very brand and/or brand campaign sensitive.
Most present-day consumers do not respond well to billboards, newsletters, digital adverts, commercials, and other conventional marketing schemes.
They often prefer independent brand research or hearing about it from a trusted person. As a result, the use of influencers in marketing is turning into one of the most successful ways to pull clients and customers for all businesses including social business (Social enterprises, social benefit companies, social initiatives, non-profits, etc.).
Marketing for non-profits and other social businesses demands meeting the needs of both their donors and the clients they serve.
Influencer Marketing in 2021: How to Work With Social Media
Every social organization, regardless of its source of funding, requires effective marketing to enable them to continuously meet the needs of donors and clients while earning positive value in return.
In this modern business era, fundraising consulting, non-profit consulting, and the hiring of profit consulting services uncover and reveal some evolving key marketing techniques including influencer marketing strategies.
The strategies of influencer marketing are constantly evolving. However, aligning with the right influencer opens the sales door to their loyal audiences and those of their networks, providing the chance to relate with these audiences non-stop.
An essential factor in the establishment of an efficient influencer marketing system is identifying and engaging the most capable and best contextual fitting influencers for the brand.
Social entrepreneurs can successfully improve their value in the eyes of donors and at the same time satisfy the clients they serve by effectively making use of these traits for ideal influencer targeting:
1. Audience and Reach:
Targeting potential influencers with huge followings on various social media platforms is advantageous.
2. Relevant Connection:
This highlights the importance of targeting people with posts, comments, and messages that possess some degree of cohesion with the brand’s fundamental interests and keywords.
3. Quality and Trust:
Quality and trusted followers for Influencers provide greater capacities for potential clients. This is measured by taking special notice of audience members who actively interact with influencers in promoting the brand.
How frequent an individual posts or comments and their general activity as a whole plays a major role in influencer targeting as it serves to predict potential reach before a campaign is started.
Although influencer marketing is typically employed as a tool for consumer brands and their partnerships, these strategies and features best apply to the marketing of social businesses;
Influencer campaigns won’t achieve their marketing goals if the audience is aware that the influencer is getting paid. Therefore, it’s very important to work with individuals with a true passion for your project.
This only emphasizes that the key to a successful influencer campaign is being extremely authentic. Influencer marketing and Social Businesses are a perfect fit with respect to authenticity because potentially targeted influencers are often already outspoken about causes they support.
This simplifies their identification, facilitates the establishment of a smoother relationship, and creates a more natural fit for your message.
It’s always very important to have a clear vision of what you plan to achieve before engaging with any influencer project- especially for social businesses. Also, the process of achieving these set goals and the scale on which success will be measured is of similar importance.
Conducting strategic analysis results in productive decisions on influencer action issues like; mediums with the most relevance to brand audience and whether sharing brand content to as many people as possible is the primary objective or cooperating to generate new content to deeply connect with people.
Early engagement with influencers is advisable to seek their opinions on how best the partnership will work.
Targeting Relevant Audiences
Statistics and experience have proven that engaging with individuals and personalities with the largest social media following and fan bases as influencers to provide an endorsement for your mission doesn’t necessarily guarantee the best results.
Statistics instead suggest that more audience engagement and the highest conversion rates are provided by niche social influencers with generally smaller followings.
These individuals often referred to as micro-influencers possess highly targeted and more online interactive audiences. Micro-influencer inspired marketing for non-profits and other social businesses produce impeccable results.
These Micro-influencers serve as passionate advocates for their brands, playing major roles in awareness and the driving of valuable action.
The ability to quantify the success of influencer marketing campaigns has always been and remains a great challenge today. It’s anything but difficult for anyone to perceive the reasons why surveys have marketers attesting to the fact that measuring Return on Investment (ROI) for influencer marketing was the greatest challenge they came across in 2017.
Tackling this challenge could begin from the initiation of a wide range of metrics like audience engagement, sentiments, and conversions to ensure more is being measured than just fan numbers.
Also, the incorporation of hashtags such as #socialgood, #socialenterprise, #socialimpact, #socialchange, #innovation, #entrepreneur, #startup, #impact #nonprofit, #funding, #grantwriting, #charity, etc. into your campaign is easy and encourages people to join the conversation enabling tracking.
To aid in this important quest for success measurement in influencer marketing campaigns, fundraising consulting, non-profit consulting, and profit consulting services would more explicitly advise social businesses to create dedicated fundraising pages for each of their influencers.
This provides a unique platform through which connections can be established with their networks, depicts the clear dollar value of donations driven by each influencer, and conclusively offers a means to assess the productivity of the partnership.
Understanding the laws surrounding the agreements between influencers and companies during partnership is critically important.
Although some influencers promote many social business causes without charge, most influencer endorsements involving highly followed individuals often require payments to safeguard official partnerships.
Influencer marketing is revolutionizing the business world in general and has the potential of optimizing marketing for social businesses.
How many followers do you need to be an influencer?
There is the influencer who has somewhere between a few hundred and 20,000 followers, with 200 being the absolute floor in most cases. While it’s true that influencers with huge numbers can drive serious traffic and deliver excellent results for big brands, those influencers also tend to be very expensive.
Strictly, from a financial standpoint, it can be advantageous for brands to bring in a number of micro-influencers. They could, literally, be buying more influence for less money.
How is it that someone with a few hundred or maybe a thousand followers might be a good investment for a brand interested in bringing in some influencers to help with their marketing?
That all comes down to engagement, which is another key metric to use when determining how many followers makes a person an effective influencer or on social media.
When a brand finds an influencer with a high engagement rate, they’ve found a person whose tribe is very connected and eager to keep that connection growing. This is proverbial marketing gold.
An influencer with fewer followers, who engages early and often with those followers on a regular basis, is likely to have more influence than a more popular influencer whose engagement is less frequent, less personal, or less connective.
9 of the Biggest Social Media Influencers on Instagram
- Daily Dose
With over 1.4 million followers on Instagram, this digital marketing agency is one of the first and biggest motivational accounts on the social medium.
Its content features powerful messages that are shared daily, and they tailor posts to everyone from those in the Fortune 500 world to the everyday person just looking to find their way.
2. Huda Kattan.
The Oklahoma-born makeup expert is arguably the world’s most influential beauty expert, with a wide-ranging social media outreach.
She started as a blogger and has transformed her Instagram page, @hudabeauty, to gain 29 million followers for the makeup tutorials she puts out.
3. Cameron Dallas.
For those who have ever thought about being an internet personality who might secure a TV deal down the line, Cameron Dallas is the guy to follow.
Though he was more popular on Vine and YouTube than he is on Instagram, his over 21 million Instagram followers suggest he isn’t doing too shabby there either.
Friends, His videos range from shorts to song previews as he also dabbles with music. His internet fame even landed him a show on Netflix, Chasing Cameron.
His posts have charismatic, personal touches to them, which helps users connect with him. Dallas proves that showing off your personality and interests can gain you a significant fandom.
4. Kayla Itsines.
An Australian personal trainer and entrepreneur with just under 10.5 million followers, Itsines posts several workout videos, inspirational messages, and diet tips on her page.
Named by Time magazine as one of the Top 30 Most Influential People on the Internet, Itsines creates posts that feature her Bikini Body Guides (BBG), showing herself or other women on the program.
5. Cooking with Mima.
Much like fitness, food is another thing you can easily promote on social media and attract a diverse following. With 2.4 million followers, owner Marian Ezzedine makes her page a one-stop source for easy-to-make recipes, with particular emphasis on healthier food options.
6. Selena Gomez.
The most followed person on Instagram for three years until soccer star Cristiano Ronaldo recently usurped her, Gomez is a phenomenal celebrity influencer.
With over 144 million followers, the award-winning singer has often used her social to promote charitable causes such as her initiative against human trafficking and protecting children from violence.
7. Kylie Jenner.
Kylie Jenner has become a powerful influencer thanks to her 118.5 million followers. Being a versatile woman, she flaunts her modeling, socialite status, and makeup empire through her Instagram posts.
She also makes good money off sponsored posts too. According to Hopper HQ’s Instagram Rich List, Jenner makes one million dollars per sponsored Instagram post, making her the highest-paid Instagram influencer around.
Jenner promotes her own products. She is always seen showing off her newest makeup kits. It can be helpful for your business to show the people behind your brand, using or demonstrating your products.
8. Cristiano Ronaldo.
As mentioned, no one has a bigger social media following in the world than the Juventus soccer megastar and five-time Ballon d’Or winner. Ronaldo ranks third on that highest-paid Instagram influencer list, making $750,000 per sponsored post.
His 145.3 million followers are privy to several of those sponsored posts, including his paid partnerships ranging from Nike to his own underwear line.
He also shares various games and training posts as well as family photos. Wherever Ronaldo goes, the world is sure to follow.
One particular thing that Ronaldo does well on Instagram is that he posts often. He keeps his fans committed to his content with regular updates on his life. Keep your followers interested in your content by consistently posting and sharing good content.
9. Zach King
Another internet personality and filmmaker who found fame through his vlogs and other videos, Zach King has over 21 million followers thanks to his stories that make people smile.
He posts random videos, comedic videos, and other fun visuals. Everything he posts is designed to get you to laugh or smile, making life’s stresses easier to contend with.
Zach King is dominating the casual content game. People want to see light-hearted content in their feed. So try sharing the occasional meme or quote that relates to your business but will make your followers smile and maybe even send it to their friends.
5 Important Strategies Big Brands Implement With Influencers
Traditional forms of advertising just aren’t cutting it anymore. Commercials and online advertisements are easily overlooked, skipped, and muted, leaving budgets with little to show in regards to customer acquisition and brand awareness.
This is 2021 and people are searching for information from those they trust or see as experts. That’s what makes influencer marketing so valuable.
It opens the door for authentic stories and experiences to formulate around brands in a way that can’t be accomplished through other types of advertising.
If you’ve been hesitant to take the plunge into influencer marketing, then hopefully these five strategies that big brands implement will change your mind.
1. Celebrities or No Celebrities? That is the Question.
It makes sense to think that if a brand hired a celebrity with millions of followers, their campaign would be more successful because it would reach a larger audience.
But this couldn’t be further from the truth.
Recent research has shown that engagement actually starts to decrease as follower counts grow. After evaluating over 800,000 Instagram users, Markerly discovered that those with 1,000 or fewer followers had an 8% engagement rate, while users with over 10 million followers only had a 1.6% engagement rate.
The research goes on to show that hiring influencers with 10,000 to 100,000 followers gets you the best results.
One of the biggest reasons for this is because micro-influencers tend to build a following based on what they share on their blog or social channels.
If someone consistently posts about being a mom, odds are that other moms are going to follow along and relate to that influencer’s content.
With each new post, more and more credibility is built, and eventually, this influencer may become their audience’s go-to expert on the topic.
By the time that influencer publishes a sponsored post about a product they’re raving about, they’ve already built the trust of their audience, and those followers will want to try the product as well.
Influencer Marketing in 2021
This is a win-win situation because as more followers begin to talk about the product or buy it, the brand should experience a lift in their own follower counts, as well as their sales.
Aside from having better engagement rates and a more targeted audience, micro-influencers also cost significantly less than celebrities. Hopper HQ recently shared that a single Instagram post from Selena Gomez costs $550,000.
In contrast, it costs $214 on average to hire a micro-influencer in the United States to post on Instagram. That means a brand could hire approximately 2,570 micro-influencers in exchange for one Selena Gomez post.
Bigelow Tea, in collaboration with Walmart, realized their money was better spent with micro-influencers, so they worked with Collective Bias on their Tea Moments campaign, and the results were stunning.
By hiring influencers in the healthy living and wellness verticals, the product fit authentically into their blogs and social channels.
The content was so well received by the influencers’ audiences that Bigelow Tea experienced an 18.5% sales lift and over 44 million impressions from the campaign.
2. Creative Freedom – What It Means and Why It’s Important
A common mistake brands make when first working with influencers is trying to have too much control over the process. If you chat with an influencer, odds are they’ll tell you creative freedom is one of the most important things they look for before agreeing to participate in a campaign.
They understand what their unique voice is, and if they aren’t offered the ability to keep that voice, odds are they’ll decline to work on the campaign.
Or worse, if they participate in the campaign and their followers don’t respond well to it because it appears inauthentic, the brand may develop a negative conversation amongst their target audience.
While it may be difficult for brands to give up control of the creative process, it’s important for influencers to be trusted to do their best work. This is why hiring influencers who are on-brand with your values and style is so important.
DSW’s 12 Days of Converse campaign found five influencers that fit their ideal demo and hired them to design two to three pairs of Chuck Taylors, then announce to their followers that they could win a pair of their own.
Those simple details paved the way for influencers to unleash their creativity, and the response from their followers was insane. For less than $15,000, the campaign generated over 3 million impressions and over 100,000 engagements.
DSW continues to be an active participant in influencer marketing campaigns, and its revenue has steadily increased year after year.
For the fiscal year 2016, DSW company revenues were at $2.7 billion, and they are now at $2.8 billion for 2017, which is a record high for the company.
3. Exist Where Your Audience Exists
Ten years ago, blogs and websites were some of the only online ways to tell audiences about your product. Today, there are several social platforms available to advertise on, like Facebook, Instagram, Pinterest, and YouTube. So how do you know which platform is best to have influencers post on?
With social media constantly changing social, it’s difficult to pinpoint exactly where you should have content going live so that your ideal target audience sees it, so an alternate strategy is to have influencers post on multiple platforms.
Bertolli hired nine influencers to publish blog posts, social amplification, and videos about their olive oil products so that no audience was left out.
By doing so, their campaign generated an estimated 6.8 million total views and $14.37 in earned media revenue for each $1 they spent on the campaign.
The blog posts were great for sharing recipes that called for using the product, and those recipes were in turn easy to pin on Pinterest.
Instagram was a useful platform for showcasing one of the final recipe images, and to direct readers to get the full recipe on their blog.
Airheads had a similar strategy. In their campaign, the anchor videos lived on YouTube and were amplified on other social platforms to generate more traffic.
This strategy resulted in over 1.3 million video views from just three influencers, and over 44,000 social engagements across all channels.
4 Think Numbers Are Everything? Not So Fast!
It’s easy to get caught up in the numbers you see from a viewer’s perspective. For example, if your campaign goal is to get over 20 million impressions and 10,000 engagements, it may be very tempting to look for influencers who have a high following and lots of comments or likes on their posts.
The unfortunate reality is that numbers don’t tell the entire story. In fact, many influencers participate in Instagram pods and Facebook threads where they share their content with their influencer peers, and everyone then likes and comments to help make it seem like that influencer has an engaged following.
On the outside, the numbers look solid, but on a deeper level, the goal of reaching the target audience isn’t achieved.
One way brands can avoid this pitfall is by hiring influencers who consistently create quality content and fit the brand’s image.
Influencer Marketing in 2021
According to Jonathan Long, Market Domination Media’s founder, small accounts often outperform the larger ones, sometimes up to 300%. That’s right – 300%.
When brands stop looking at numbers, they are forced to look at each influencer as an individual instead. What does that person bring to the table? Do they regularly interact with their followers? Are their photos telling a story?
These are all questions brands should ask before launching an influencer marketing campaign.
Subaru understood the importance of quality over quantity and hired influencers to post a total of 58 sponsored posts for their Meet and Owner campaign.
Since almost everyone owns a car, Subaru found relevant influencers in a variety of verticals, like fitness and art, to share their story.
1.9 million likes and 9,000 comments later, Subaru not only received increased brand sentiment and awareness, but they also positioned themselves to have another standout year in the auto industry. In fact, influencer marketing is to partly thank for their 10% sales growth in 2016.
5 Surface Data Doesn’t Tell the Entire Story
Once a campaign has wrapped, it can be easy to walk away from it and start on the next big project. But in order to continuously execute a solid influencer marketing strategy, it’s important to revisit the data and take a deeper dive into the analytics of each campaign.
For example, knowing how many referrals are being sent your way, how many new leads you’ve gotten, what sales growth you’ve seen, and customer acquisition costs are all measurements that should be assessed on a deeper level.
Charmin partnered with Mavrck to help track clicks to coupons, product reviews, and sign-ups for an entire quarter so that they could look for trends in data, like the ones mentioned above.
Over the course of that quarter, Charmin was able to see that they received over, 5,300 coupon clicks, 1,800 product reviews, and an average product rating of 4.82 out of 5.
If you aren’t sure how or where to look to analyze your results, Social Media Examiner has some great tips for how brands can conduct analysis on their own with a little help from Google Analytics.
It’s Time to Take the Plunge!
One final takeaway to consider is that every influencer marketing campaign is different. What worked for one brand might not work for another, and that’s why following these five strategies are so important.
They help outline the basis for a successful campaign but avoid getting too far into the weeds. Anyone who is looking to improve their marketing approach should consider implementing these five strategies the next time they work with influencers.
As mentioned previously, influencer marketing continues to grow and be a powerhouse for brands big and small. By putting these five strategies into practice, you can set yourself up for a successful campaign that reaches your ideal audience and builds your brand sentiment.
Benefits of Using an Influencer Marketing Platform
The biggest benefit of using influencer marketing platforms is that they can help you save time by minimizing your effort. You don’t need to spend hours on social media scouting for influencers. Instead, the platforms will provide a list of influencers and also present their statistics to you.
Many of these platforms can help you set up and manage your campaigns with ease. You can also use them to track the progress of your campaigns and optimize them accordingly. Many platforms also give you the ability to generate detailed reports about the campaigns.
10 Benefits of Influencer Marketing to Grow Your Business
- Builds Trust and Shows Authority. …
- Improves Brand Awareness. …
- Effectively Reaches Your Target Audience and Drives Purchasing Decisions. …
- Access To Millennial & Gen Z Consumers. …
- Influencers Are Trendsetters. …
- Long-Term Influencer Relationships. …
- Immense Reach & Visibility. …
- Manage Your Brands Reputation.
- Lead Generation
- Long-Term Benefits
31 of the Best Influencer Marketing Platforms for 2021
Influencer marketing platforms, especially those targeting the 1 BILLION monthly active Instagram users and other social media platforms, have boomed over the last few years.
It’s been a race by startups to see who can build the largest database of brands and influencers, have the best features for facilitating collaborations between the two parties, and optimizing the best business model for growth.
These platforms have taken off on the back of ‘the rise of the individual brand’. Millions of people across social networks have built audiences numbering in the thousands to the millions – and brands want to access.
People are spending more time-consuming Instagram stories and posts published by their favorite influencers and less time in front of the TV.
This has created an opportunity for savvy entrepreneurs to build marketplaces and platforms that enable a brand to tap into influencers with very specific audiences and a high engagement rate.
Top Influencer Marketing Platforms to Boost your Campaigns:
- Influencer Marketing Platform #1: Heepsy
- Influencer Marketing Platform #2: Fourstarzz Media
- Marketing Platform Influencer #3: Traackr
- Influencer Marketing Platform #4: TapInfluence
- Influencer Marketing Platform #5: Ambassador
- Marketing Platform Influencer #6: Onalytica
- Influencer Marketing Platform #7: MARKERLY
- Influencer Marketing Platform #8: Tidal Labs
- Marketing Platform Influencer #9: Cision
- Influencer Marketing Platform #10: Carro
- Influencer Marketing Platform #11: Grapevine
- Marketing Platform Influencer #12: Captiv8
- Influencer Marketing Platform #13: Fohr
- Influencer Marketing Platform #14: Open Influence
- Marketing Platform Influencer #15: Buzzoole
- Influencer Marketing Platform #16: TRIBE
- Influencer Marketing Platform #17: The Shelf
- Marketing Platform Influencer #18: Popular Pays
- Influencer Marketing Platform #19: Influencity
- Influencer Marketing Platform #20: Scrunch
- Marketing Platform Influencer #21: TAKUMI
- Influencer Marketing Platform #22: Klear
- Influencer Marketing Platform #23: Publicfast
- Marketing Platform Influencer #24: Reachbird.io
- Influencer Marketing Platform #25: ZINE
- Influencer Marketing Platform #26: FameBit
- Marketing Platform Influencer #27: Peg
- Influencer Marketing Platform #28: Juulr
- Influencer Marketing Platform #29: Mavrck
- Marketing Platform Influencer #30: MuseFind
- Influencer Marketing Platform #31: Sideqik
- Marketing Platform Influencer #32: Flyout
Influencer Marketing has become one of the most powerful tools in the marketing teams’ toolkits today. It is not expected to disappear anytime soon with most of the majority brands using this effective strategy.
Research shows that is probably going to continue throughout the years, why? People no longer trust their brands.
These traditional marketing techniques no longer influence, and they are now influenced by those people whom they trust and respect.
On the other hand, there are still numerous brands who still misunderstand what is “influencer marketing,” thus making it an effective tool.
Truth be told, 74% of purchases are made by word-of-mouth recommendations, and influencer marketing is one of the most effective ways to drive word-of-mouth sales.
It is no wonder that marketers are increasingly embracing influencer branding and marketing strategies to achieve their business goals and objectives.
Influencer Marketing In 2021
This article outlines the most common influencer marketing mistakes to steer clear of in order to be successful and avoid overlooked costs.
No platform that delivers a better return on investment (ROI) than YouTube when it comes to influencer marketing on social media. Stars of these online videos are beginning to shine more than those mainstream celebrities.
With their one-billion viewers these YouTube stars are walking on its way to success, and to prove it more influential, most of the audiences are teenagers.
Leadership is influence, nothing more nothing less. Our influence with others usually is not in all areas. It is imperative to know we can influence people in certain areas, but in some areas not influence them at all.
With influence comes responsibility. When we lead people we must understand that we are responsible for them, and sometimes to them. Your influence on others is either positive or negative.
Influencer Marketing In 2021
The average influencer can take home anywhere from $30,000 to $100,000 per year by promoting products like clothing, food, hotels and even vitamin supplements on their pages. Users with more than 1 million followers can make more than $100,000, or even up to $250,000, per sponsored post, according to a 2018 Vox report.
People of positive influence add value to others. People who influence others have integrity. The first great need, therefore, is integrity and great purpose. There is a nurturing quality about people who influence other people.
Unfortunately, many leaders love their position more than they love their people. Influencers have the ability to enlarge people. Enlarging others begins with enlarging yourself first.
What you have is what you give. When you are empty, you cannot enlarge anyone. An influencer also helps people in the journey by navigating for them.
Friends, An influencer also reproduces other people. An influencer has the ability not only to draw people to himself but also to reproduce them in life. This is what mentoring is all about.
Influencer Marketing in 2021
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