Consumers these days gives less attention to any brand’s message unless it comes from any trusted sources. And here comes the role of social media influencers.
Let’s start our article with the following scenario:
Your business is new to the niche. No one knows your business. And you have a limited marketing budget.
Here are your options:
- Facebook Ads
- Google Adwords
- Social Media Influencers
What do you choose? Don’t know yet?
Read the complete article, and it will be ‘Crystal Clear’ that you should use ‘Influencer marketing’ over others (provided that you have a budget only for any one of these).
Table of content:
- Why Influencer marketing.
- Who’re social media influencers?
- Types of Influencers.
- How to find an influencer.
In this article, We will discuss the Who’s, Why’s and How’s of “Social media Influencers.” So, let’s take Simon Sinek’s “Start with a why” rule and start.
Why “Social Media Influencers”?
As we have discussed in one of our previous posts, People influence people.
And today, almost every consumer of yours is on social media which amplifies the “Word of mouth” marketing to a global extent.
Combining the two, i.e.,
- People give attention to brand’s message if it comes from a trusted source and,
- Social media took “Word of mouth” to a global extent.
We get the fusion in a term called “Social media Influencer.”
Hence, People are more likely to buy your brand via social media influencer because it came from a trusted reference.
The ROI of Influencer Marketing:
According to a study performed by Tomson, “Businesses are making $6.50 for every $1 spent on influencer marketing.”
The same survey also shows, Influencer Marketing is the Fastest growing customer acquisition method.
Influencer Marketing generates as much as 11X banner ad ROI.
Hence, If we look regarding the “Return on Investment,” Influencer marketing is good.
The Benefits of Social media influencers over Ads:
The following video from YouTube shows the benefits of using Influencer marketing vs. Ads:
The takeaway from the video:
- Ads use Algorithm and Influencers use community.
- People Block ads, but the same thing rarely happens with influencers.
- Ads disappear after we stop paying, while influencer content remains forever.
- The CPC and CPM of Influencer marketing vs. Facebook ads are almost same, or Influencers costs less.
Hence, Due to the community trust, longevity, and Price difference Influencers beat any Display Ads.
Reasons Why social media influencers are important:
- 74% of consumers rely on social media to influence their purchasing decision.
- Widens the Audience with quality customers.
- Helps to build the network.
- Helps build credibility.
To know more on above points. Visit here.
An important Infographics on rising of Influencer marketing:
Recently, I was surfing on twitter via Hashtags.
And, I found this awesome infographic from socialtalent
I thought it might bring value to the readers(All copyrights to SocialTalent)
Here we conclude our Why. Let’s begin the “Who.”
Who’re “Social media Influencers.”
Before defining the term “Social media influencer,” Let’s break it down into two terms:
- Social Media.
1) Social Media:
According to Tech Target,
Social media is the collective of online communications channels dedicated to community-based input, interaction, content-sharing and collaboration.
Websites and applications dedicated to forums, microblogging, social networking, social bookmarking, social curation, and wikis are among the different types of social media.
According to Influencer Analysis,
An influencer is an individual who has above-average impact on a specific niche process.
Influencers are ordinary people, who are often connected to the central roles of media outlets, consumer groups, industry associations or community tribes. Influencers may or may not be aware of your company, but represent control of an audience segment that is relevant to your business.
Such individuals are not merely marketing tools, but social relationship assets. They may be the person responsible for affecting key contracts, supporting new product releases, or part of a resource pool that increases market awareness and industry shifts before they happen.
In the end, influencers are a key type of evangelist for your company.
Combining terms ‘Social Media’ and ‘Influencer’ gives us the definition of ‘Social media influencer.’
Social media influencers:
The people/individuals who have a big following on trending and highly used social media platforms in a particular niche are Social media influencers.
These are the people who often get paid for the endorsement.
Cristiano Ronaldo’s contract with a famous brand. In 2016 alone, he has
Ronaldo posted 1,703 times overall on social media in 2016. Those posts generated 2.25 billion social interactions (likes, comments, shares, retweets and views on videos), per Hookit. Nike was referenced or its logo visible in a photo or video in 347 of the posts, which had 477 million interactions. Hookit’s methodology looks at promotion type and quality, as well as interactions and market-driven rates. The result: $499.6 million for Nike in media value from Ronaldo’s posts. (source)
Let’s move forward with our article towards the ‘How‘.
Before starting “How to find an influencer,” Let’s first divide the influencers into some specific groups.
Types of Influencers:
1.Based on Type of medium:
Influencers can be a trusted source for people from any form. People can encourage others via any of the following social media mediums:
There are tons of people out there whose dominant form of influencing and creating content is Text. Bloggers, Facebook fan pages, Famous Quora Writers, People with huge email lists, etc. can be useful Influencers in the text medium.
For eg., If Neil Patel writes an article on his blog saying that XYZ is a better option, hundreds of thousands including me will believe him and not even check the competitor’s product.
People hear to audiobooks, podcasts, etc. kind of Audio medium on a daily basis. The individuals who dominate the platforms like Spotify or Soundcloud can be major Influencers in the Audio medium.
For eg., If Gary Vaynerchuck spreads a message to check out new K-Swiss shoes via his podcast, Many will look at the product directly or indirectly. And, maybe if they like those ‘customers are converted.’
With the increasing popularity of image sharing sites like Instagram, Facebook, Snapchat, etc. influencers in those platforms can be found in heavy amount.
Video content trumps all the above forms of interactions. Alone on YouTube, a total of billion hours of content is watched every day.
There are millions of Content creators like product reviewers, Vloggers, Niche based YouTuber alone on YouTube, The leading video sharing company. You can contact any of them for paid endorsements.
Let’s take an example: Marques Brownlee, I guess, can be the perfect example of video influencers. He is the dominating YouTuber in his space. So, Many people check his reviews on tech products from his channel before actually purchasing.
2. Based on audience size:
Another way to derive Social media influencers is by the amount of audience they have:
Based on the public, Influencers can be divided into two basic parts.
- Micro Influencers.
- Macro Influencers.
Micro influencers are the particular group of influencers having a small-medium size of the audience. The size of the audience can vary from starting small as 5000 to large as 100,000.
Micro-influencers are social media users unlike typical celebrities, experts, or public figures. They’re individuals who work or specialize in a particular vertical and frequently share social media content about their interests. Unlike traditional “influencers,” micro-influencers have a more modest number of followers — typically in the thousands or tens of thousands — but they boast hyper-engaged audiences. –source
For eg., John has a community of 50,000 followers and is in Health and Fitness niche. So, you can contact him to give a shoutout for your new revolutionary protein powder for a small budget of marketing.
Macro influencers mostly are public figures, and celebrities having an audience size in terms of millions. The engagement rate o is low compared to micro influencers.
For this also we can take the same example of Cristiano Ronaldo with Nike.
Which Kind of Influencers should you go for, Micro or Macro?
According to me, You should go for Micro influencers over Macro Influencers. Because,
- We can have good ROI for a small budget.
- The engagement is high and real.
- They’re mostly niche specific.
So, If you don’t have more budget, go for micro influencers. And if you have a high budget, Go for 10-15 micro influencers (Based on the budget).
In short, Go for micro influencers for better ROI.
Basic Things to consider while searching for influencers:
To find a good influencer, two things are needed to be considered for evaluation.
Evaluate the audience:
Evaluating the audience is the most necessary thing to find your potential customer. Because if you are looking for a 22-year-old girl with 500k followers filled with shitty boys. And marketing for middle-aged women, you are going to miss the mark and lose your money.
Evaluate the Engagements:
The number of followers matters but only until they are properly engaging with the page of influencers. Because if they have 150k followers and average of 2000 likes per post then it’s not worth it. If they have good engagements like 10,000 likes for 150k followers or 80,000 video views for 150k followers. Then that’s awesome!!
How to find “Social media Influencers.”
We can find Social media influencers in many ways. Some of them are as follows:
1) Cold call Influencers directly:
One of the most practical advice by Gary Vaynerchuk is to DM(Direct Message) every single person on Instagram within your niche and asking them to be your perfect influencers. Here’s the video on How to network on Instagram and same goes with all other social media platforms(email, twitter, facebook, etc.)
Hence, The best way to contact an social media influencer is to direct message them with ‘What they will get in return of your brand’s promotion.’
Cold call them and provide value!
2) Search by Hashtags and contact them:
If your product or service is niche based, you can easily find the perfect influencers using Hashtags.
Almost every major social media platform let it be Instagram or Twitter, or Facebook has Hashtags.
Hence, You can quickly search for the keyword related to your brand’s Products or Service and find perfect social media influencers for Shoutouts.
3) Via Web Applications:
If your time is more valuable than investing in direct messages, There are other options. There are many websites out there providing services to find Perfect Niche based influencers. To name some reputed Websites of the type, Here are some:
In short, You can go to either of the Websites, Register and find perfect niche leading Social media influencers to promote your brand.
Social media influencers as of today are one of the most underpriced attention gainers. Before this asset becomes a spam machine, leverage it for the sake of brand value.
Using Social Media Influencers will increase awareness and Eventually create sales for the brand. Hence, using Social Media Influencers can be one of the most promising marketing technique with a positive ROI.
Don’t Put all the eggs in one basket.
Influencer marketing is good, but it doesn’t work all the time. Hence, Put a small part of your marketing budget into it and others into other Digital Marketing platforms like Facebook Ads or Google Adwords.
If you think, I can add more things to these article for future readers, comment below. I would love to hear your opinions in the comment section below.
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