Influencer marketing has become a buzzword in the industry in a big way, and though it does provide an opportunity to work with someone who has a direct line to a large or specific audience, it is not that simple. There are many decisions to make when considering influencer marketing as an element within your content strategy.
Types of Influencers
Regardless of the platform they work on, influencers can be broken into two sub groups: macro influencers and micro influencers, each providing their own benefits and drawbacks.
A macro influencer, who will typically have over 100,000 audience members, provides you with a direct connection to a large number of potential consumers. They also tend to have a celebrity factor about them that may work as a draw for potential customers.
On the other side of the equation, micro influencers, who typically have between 10,000 and 90,000 audience members, tend to feel more accessible to viewers. This type of influencer may not provide as large of an audience, however, they tend to be people who viewers have an easier time relating to.
Scope of Content
Content is also important in influencer selection. The scope of content your prospective influencer focuses on can be broken down into two sub categories: general and niche. The question here becomes; Are you best served by working with a more general influencer who will have a wider audience demographic? Or do you need someone who only posts very specifically about your area of business and will provide a very focused and engaged audience?
Types of Influencer Campaigns
Once you have discovered whether you are interested in engaging with a macro or micro influencer, and have determined that your content needs are either general or niche, you will want to look at what type of campaign you would like to work on with an influencer that matches your needs. These can be broken into five categories.
- Sponsorship and Sharing Branded Content
These campaigns can be as simple as sponsoring a post and paying an influencer to talk about your brand or product, or they may be a little more complex where you pay for an influencer to have an experience that relates to your brand or product and have them do a post or series of posts about it.
- Social Media Takeover
Often done using influencers who have celebrity status, you have an influencer take over any of your brand’s social media platforms for a period of time as a draw to bring their audience to your platform.
You may be hosting a large or exclusive event and invite an influencer to take part either as a draw for guests, or in exchange for them to post about their experience.
- Lifestyle Integration
Seemingly more authentic than sponsorship, you may choose to work with an influencer whose lifestyle revolves around your brand and simply build your brand or product into their day to day life.
The most authentic and rewarding partnerships come from working with an influencer who has had the ability to co-develop a program with your brand. In a co-creation partnership, you engage an influencer with an idea in mind – not with the exact plans – and allow the influencer to build the details with you resulting in something that seems authentic to viewers as it represents both yours and the influencer’s brands really well.
The Final Bell
As influencer marketing continues to be not only a buzzword but a growing trend in today’s marketing industry, it is important to understand how to select not only the size of influencer you are going to be working with but also consider the type of audience they may bring to the table and the type of content you would like to create with them. There is no magic combination that will work every time for every brand. It is a matter of looking at your own marketing objectives and selecting the people and programs that align with your brand to best serve you.