Some say influencer marketing doesn't work and that it's on its way to obsoletion, but the reality is quite the opposite. With the growing prominence of social media and digital networking, influencers are more important than ever for businesses. Whether you're a multimillion-dollar brand looking to stay relevant or a brand-new start-up seeking immediate growth, having a well-known online personality like Charli D'Amelio or Bretman Rock can be an absolute game-changer.
Influencer marketing works because it gives you access to real people and allows you to connect with them on a deeper, more personal level. You are tapping into the relationship that the influencer has built with his or her followers and winning them over that way. If an influencer stands by your product, chances are that his or her followers will do the same, purely out of support. There's no need for flashy ads or professionally edited campaigns—just having an influencer talk about your product in front of an iPhone is more than enough.
According to a Shopify study, 89% of marketers agree that the ROI on influencer marketing is comparable or better than that from other marketing strategies. Nick Veneris, the marketing manager for Refersion, reported an 82% year-on-year growth rate in his platform's sales due to influencer marketing, from $238 million to $423 million. "Influencer marketing is growing rapidly, and it’s evolving to get smarter and more measurable," he said.
Of course, choosing the right influencer is critical, as they will be representing your business. You need to make sure that their values and morals line up with yours so that the collaboration makes sense. For example, if you are promoting a make-up product, you would want to take on a beauty influencer. If you are promoting a health product, you would want to take on a fitness influencer.
Additionally, the size of their following is something to consider. Generally speaking, the more followers they have, the more expensive their price per post will be. Most start-ups will probably want to start with nano-influencers (1,000 to 10,000 followers) or micro-influencers (10,000 to 50,000) as they are more affordable and less likely to be picky about the brands they work with. Do your research so you can narrow down your options to the best possible candidates.
It all begins with a single pitch—in order to capture an influencer's attention, you must prepare a message that outlines the goal of your proposed collaboration, an attractive offer or contract, and a clear sequence of steps. Essentially, you must convince the influencer that their brand is a good match for yours. How does your product relate to the content the influencer posts? Why will the influencer's followers care about your product? These are important questions you must answer.
It can be risky to go against traditional marketing formats in favor of an influencer-driven campaign. But with the right approach and the right influencer, you can gain some much-needed exposure to your brand.