Do you trust a television commercial more than you trust your best friend? Of course not. And that’s why 71% of consumers say they are more likely to make a purchase based on a referral from social media.
Influencers promote or review products and services on social media. Their level of influence depends on their reach as well as credibility. Today I’ll be talking about how to choose the best influencer for your brand, what makes an effective campaign, and finally, how to track a business revenue generated by influencers.
This is Adsoup insights, my name is Benjamin and Let’s get started!
Influencers range from world famous athletes to average consumers like… your neighbour, who just tweeted about his new running shoes. So which one is right for you?
Let’s start with the mega-influencers; real celebrities like actors, athletes and pop stars. For example, Thai TV star Aum Patchrapa. She has close to nine million followers and charges as much as one million Thai Baht for just one branded Instagram post!
These mega-influencers have the widest reach, for the highest price, but they also drive the lowest engagement rates. This might be a good option for an established brand seeking exposure for a new product but not your everyday business trying to make more sales.
In the next tier are the Internet celebrities. They include professional bloggers, Youtube stars and Instagram models. They offer a balance between visibility and action with a typical reach of fifty to five hundred thousand followers, and engagement rates of five to twenty per cent per post. An example would be illustrator and fashion blogger, Mamo. Her blog contains product reviews usually accompanied by a link or promo code. Clients include Samsung and Benefit Cosmetics.
Finally, there are brand ambassadors - non-celebrity consumers with small but dedicated followings, and content that drives high engagement levels.
Brand ambassadors promote brands they genuinely at a low-to-no cost. Many will accept free products in exchange for their advocacy, and approval from these small-time influencers can drive up to 50% engagement per post. This is a great choice for a small business looking for organic growth and immediate conversion.
No matter what level of influencer you partner with, you want your campaign to be effective. The best way to do this is to ensure that the partnership is a natural fit. If you make baby food, you should be working with mommy bloggers, not boxing champions. It’s equally important that the influencer has a genuine affinity for the product. If the mommy blogger can’t get her baby to eat your food, she’s not likely to write a convincing review.
On average, businesses generate six dollars and fifty cents for every one dollar invested in influencer marketing. The best way to track revenue is to provide your influencer with something traceable and easily shareable like a custom link or discount code. Not only does this give you the opportunity to track results in real time, but it’s also a crystal clear call to action.
Influencer marketing is a fantastic way to reach your target audience organically. Choose influencers who make sense for your brand and the goals of your campaign. Track revenue through sharable links or promo codes, and always make sure it’s a natural fit.
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