Everyone listens to someone. Today that “someone” is usually an insta-famous social media personality. Those real-time fashionistas, lavish-lifestyle instagrammers, opinionated bloggers and entertaining vloggers, are now the most trusted sources and influential individuals when it comes to promoting brands.
Influencer marketing takes full advantage of that. It’s the most effective way for brands to take products to market and to tap into their desired audience. The idea involves, getting a trusted source to share a brand’s message, instantly, to a gathered mass of individuals who not only share similar interests but also constitute the perfect target market for a brand. In theory transforming the brand’s message into sales and hard cash.
Influencer Marketing- Definition
Influencer marketing is a modern-day word-of-mouth marketing. Influencer marketing is a type of marketing which makes use of key leaders (influencers) to drive a brand’s message to their target market.
Instead of aimlessly marketing directly to a large group of consumers, brands identify a few key influencers within the same market, and who’s following encompasses their ideal target market, to spread the word via their social media platforms. This way switching followers into consumers. In return brands pay the influencers in the form of cash, products or inviting them to an event in return.
Who are the influencers?
Influencers can be anyone from social media personalities, bloggers, makeup artists, stylists, photographers, journalists.
Influencers typically have:
- A strong online presence with influence over potential customers (a strong following)
- Have a widespread reach, and returning, engaging and a captive audience on their website
- Can convey strong brand affinity through their posts
- Perceived to be experts in their niche, having built credibility and trust with their audience
Influencer Marketing: Key Components
- Locate - Identify influencers to promote your brand or specific products. Do this by filtering and browsing through our ZINE Influencer Catalogue.
- Dig deep -Consider the influencers reach, engagement, style, the social media networks they are active on and the types of compensation they accept (payment, product, event)
- Reach out -Create a marketing campaign, and contact influencers.
- Negotiate -discuss how to go forward with the collaboration (when, where and how they should post content marketing your brand)
- Keep up - Stay on top of your collaborations, by knowing when an influencer has published a post related to your brand/products and by tracking the results with ZINE
Influencer marketing, social media marketing or content marketing?
Influencer marketing encompasses social-media marketing and content marketing. Influencer marketing involving both a social media and content component. As most influencers would typically share content they’ve created to promote a brand on their social media platforms.
Influencer marketing Vs Affiliate marketing
- Brands or businesses reward the affiliates for the sales they make. It often means tracking sales directly from the content posted by the affiliate, by including custom links whether in a blog article or Instagram post that allows viewers to instantly shop a promoted product. This means that Affiliate marketing is low-risk from an investment standpoint
- There is little control over the message and there may not be a direct focus on the brand. Affiliates often feature more than one product on a page, which may be products of competitors
- Affiliate marketing is most commonly used to promote coupon codes, or price comparisons. Sites which typically aren’t suitable for fashion, beauty and lifestyle brands.
- In contrast Influencer marketing involves flat-fee payments, gifting or inviting an influencer to an event, rather than “commission”
- Influencers feature only the brand in question in a post
- Brands have a little more control and can guide the influencers as to what message or image they want to share
- Influencers are much easier to identify.