Ads with Influencers

Influencer marketing – a social media strategy involving product placement and brand mentions from people considered to be experts in their field or defined as influencers by the sheer number of followers.

1. Nano Influencers (1K–10K followers)

Nano influencers typically have a very engaged social media following and great engagement rates. They are very vocal advocates of the brands and products they love and their followers appreciate their authentic recommendations and commentary. Nano influencers have a very close relationship with their followers and take the time to engage with their followers to cultivate those relationships.

2. Micro Influencers (10K–100K followers)

Even though they have a pretty large following, micro influencers are still viewed as relatable to their followers and tend to have an engaged audience. At this level, influencers tend to specialize in a particular niche. They also typically have high engagement rates and a targeted audience. This makes it easier for brands to create specialized sponsorships with these influencers.

3. Macro Influencers (100K–1M followers)

Macro influencers tend toward a broader appeal than micro influencers. They  are typically internet-made celebrities and might be social media stars, bloggers, vloggers, or podcasters. Macro influencers not only have a large audience but it’s likely that they’ve developed that audience over months or years of nurturing relationships while growing followers. Because of their larger follower numbers, they will probably have a relatively low engagement rate.

4. Mega Influencers (1M+ followers)

Since they themselves are typically celebrities, you’ll have to have a healthy marketing budget to afford them. It’s important to understand that the audiences attracted by mega influencers are going to be very broad.

How to create a successful Influencer Marketing Campaign

1. Determine your goals
To set up a successful influencer marketing campaign, you need to do three things: identify your target audience, set your budget and establish Key Performance Indicators (KPIs).

2. Choose the right social media channels
The platforms you use will depend on your end goals. Different platforms are used to reach different audiences and demographics, and the same goes for what product or service you’re marketing: beautiful photos of your product belong on Instagram, while eye-catching videos will perform better on Facebook.

3. Identify the right influencer
Remember, the influencer you choose will be representing your brand, so before you work with someone, you need to ask yourself, “Is this the best person to represent my company?” You need to do thorough research before approaching anyone. Before contacting a potential influencer, look at all their social media profiles, verify that they do not have a bad reputation online.

4. Choosing An Influencer
Your chosen influencer’s voice needs to align with your brand so that it feels authentic to your audience. There are a few ways to identify these people:

• Do a hashtag search to find out who is already posting about your brand
• Do keyword research
• Use an influencer marketing tool
• Ask others for recommendations

5. Think About your Publishing Schedule
To make sure your influencer campaign is effective, you need to coordinate all your social media platforms and align your efforts with all your other marketing endeavors, such as events, new blog posts, press releases, and more. 

6. Optimize The Content
To amplify your influencer marketing campaigns, be sure to promote posts before and after they are launched. You can also ask your influencer to promote posts throughout their social media platforms. This will allow you to put further emphasis on calls-to-action within the posts and publish more content relating to your campaigns.

7. Measure Your Results
As with any marketing efforts, you need to make sure that your influencer campaign is performing to the best of its ability to deliver ROI. Look back at the KPIs you defined when putting together your campaign strategy and answer these questions: Have you made progress? What have you learned from your audience? Which posts are performing the best? Which posts are underperforming?

Tips for more effective influencer marketing

Consider your brand
Before you seek out influencers, you should first consider your brand. Many industries have influencers that are easier to identify than others. Fashion and beauty brands are already using influencer marketing, with 60% having a strategy in place and 21% planning to create campaigns in the next 12 months.

Find the right influencers
The hardest part of influencer marketing is finding the right people for the job. In fact, 73% say finding the right influencers is the hardest part of influencer marketing.

Don’t sweat small follower counts
While a social media celebrity might be the ideal influencer on paper, look beyond the A-list. Remember that 72% say relevancy is more important than reach. If your influencers are reaching the target market for your brand, then you’ve hit the jackpot, no matter how large or small their audience may be.

Allow creative freedom
Your chosen influencers resonate with their audience for a reason. Once you’ve determined that your chosen advocate matches your brand standards and speaks to your brand’s mission, let that influencer fly free. If you try to impose rules and regulations, the relationship may break down. Worse, you might dampen the spirit of that influencer’s posts, which means their followers won’t engage anymore.

Track your metrics
The only way to know if your campaign is working is to track its success. You can’t make changes if you don’t know what’s working and what isn’t, right? Google Analytics and other automated software show you exactly where your traffic is coming from. If one of your influencers isn’t producing results, you’ll know early enough to make necessary adjustments to your campaigns.

Examples of social media influencer campaigns

Daniel Wellington

The watchmaker Daniel Wellington used a micro influencer marketing strategy to promote their products via less popular Instagram accounts. For example, they partnered with @canadianbros, a profile for two lovely dogs.

And as you can see on the screenshot below, that’s not the only brand the owner of @canadianbros is promoting.

BMW

The car manufacturer also took the advantage of influencer marketing and involved the TikTok audience to showcase their work. The hashtags #TeamBMW and #THEiX3 were used by various influencers to show off their BMWs in a creative way.