More and more companies are engaging influencers who can introduce their product or service to their target audience like no other. Whether it concerns a new line of sunglasses, soft drinks, office supplies, a new gadget, or tools: suitable influencers exist in virtually every sector to strengthen your brand. In this article, we will delve into the principles of influencer marketing so that you can determine whether it would be beneficial for your business to sit down with an influencer.
First of all, the question: when is someone an influencer? There are a number of criteria that a good influencer meets. He or she is very active on social media and has a large reach among an audience that listens well to him or her. These individuals are representatives of their own 'brand', of themselves, in other words. Their fans see the influencer as a kind of role model, sometimes even as a friend, which only increases the influence an influencer has on his or her audience. If the influencer uses a specific product or has been to a particular hospitality establishment, then it simply *must* be a great product or a fantastic place.
Of all social media channels, Instagram and YouTube are the most important platforms for influencers. The significant role of (moving) images on these channels offers them the opportunity to literally show a product or service to the audience. And that naturally has much more impact than just a written piece. Furthermore, it is much easier to establish a deep connection with the audience through videos and photos.
You might primarily think of fashion bloggers and vloggers when it comes to influencers, but there are now many more industries in which influencers are active. Think, for example, of sports, healthy living, cars, makeup, coffee, holidays, and so on.
Word-of-mouth advertising, but structured
Standard advertisements are having less and less influence; word-of-mouth marketing and recommendations from acquaintances, on the other hand, are much more effective. By using influencer marketing, you therefore tap into the increasingly critical consumer and their need to be informed by a real person. After all, you are more likely to take a friend's word for it that you really should visit that new coffee shop because the coffee is so good, than to believe an advertisement about it. It works the same way with influencer marketing.
You can use influencer marketing for various purposes: to generate brand awareness, create engagement, showcase a new product or service, or promote your own social media channels. It is important to be clear beforehand about exactly what your goal is, because this allows you to measure during and after the campaign whether it has had the desired impact.
The right match and the right content
The most important condition you must set for yourself when getting started with influencer marketing is that the influencer must be a good fit for your brand. Otherwise, the message will not come across as credible, and you will achieve the opposite effect. Additionally, it is important to realize that influencer marketing is now facing considerable opposition, especially among millennials. Previously, it was only sporadically that an Instagrammer promoted a specific product; now, many people's timelines are filled with sponsored content and influencer marketing posts, which can cause irritation among the end user. Yet, that is naturally the person you want to reach and warm up to your brand. It is therefore important for both the brand itself and the influencer that the match is good and that the content the influencer creates about your product or service is truly relevant to the target audience.
A good example is that of Albert Heijn. They use various influencers to generate more awareness of the fact that the supermarket chain sells all kinds of products for making healthy, quick saladsThe influencer's follower benefits from this: he or she can get started with the recipe themselves and no longer has to think about which supermarket to go to to get the ingredients. The content is therefore relevant. In addition, Albert Heijn introduced a number of hashtags (such as #AHvers) for this campaign to measure the actual reach of the campaign.
The right motives
After reading this information, influencer marketing might sound like the golden egg for your organization. But beware: using influencers purely because it is a trend is not smart. It is important that you know what needs exist within your target audience and who they view as influencers. Are these people who fit your brand? Furthermore, does using an influencer actually fit into your marketing strategy? So, compare the needs of your target audience with those of your company and see which items from both lists you can match.
Is using an influencer the right way to meet these needs? If so, there are several ways to approach setting up an influencer marketing campaign. For example, you could contact an 'influencer broker' who has various influencers in their database. Or look closer to home and reach out to the local hero in your region (an athlete, entrepreneur, musician, valued volunteer, etc.). Who knows, a great collaboration might be closer than you think.
Success!