Influencer marketing is an integral part of the modern marketing mix, which has recently grown in popularity by more than 20% globally. Companies are looking to influencers to connect their brand with the familiar faces of the internet and target selected segments of their audience. In this article, we’ve covered the important aspects of influencer marketing, from setting campaign goals to identifying a quality influencer.
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Setting campaign and influencer marketing goals
Before incorporating influencers into your marketing mix, it’s essential to ask the question: “What do I want to achieve?”. It’s important to determine what you want from influencer marketing, whether it’s to showcase your competitive advantage to potential customers, present your brand in the right light, help create social content or increase sales. The SMART method is recommended for goal setting, which includes specific, measurable, achievable, realistic and time-bound goals.
How to choose a quality influencer
Choosing the right influencer is a key step to meeting your marketing goals. It is not advisable to rely solely on the number of followers an influencer has, but it is also important to check the authenticity of the influencer’s audience. Fake followers and interactions can negatively impact the effectiveness of your campaign. Tools like Socialblade and HypeAuditor can provide valuable data on an influencer’s audience and engagement.
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Detecting fake trackers
Fake followers and interactions are a common problem in influencer marketing. Several indicators can help identify fake profiles, such as usernames containing many numbers, profiles with no or minimal photos, and profiles that follow thousands of other profiles. Additionally, if you observe a large disparity between the number of followers and likes on an influencer’s profile, or if the number of comments on photos is low compared to the number of followers, this may be a sign of a fake audience.
Influencer marketing continues to evolve with new trends such as the shift from filtered content to more authentic content, the rise of user-generated content and increased investment in influencer marketing. Another major trend is social search, with people increasingly using social media (Instagram, Facebook, TikTok, Pinterest) to find information instead of traditional search engines (Google, Seznam).
Influencer marketing remains a dynamic and effective strategy for building a brand and reaching a target audience. With the right approach and strategy, you can maximize the effectiveness of your influencer marketing campaigns and achieve your marketing goals. There is also the option of hiring a marketing agency that can help you with everything.
