A brand’s influencer is a person who partners with a brand by engaging his or her own social media audience to promote chosen brands. Their actions are seen as authentic, which makes the target group, to which he or she personally belongs, respond positively to the sponsored content. 

Nowadays, consumers engage with online influencers with whom they share common values. These influencers are considered to be trusted individuals in society, due to their prominent social media presence and high following from other users.

Today, brands are leveraging the relationship between consumers and these influencers. It is enabling brands to promote their products in a more personal way through these individuals, a.k.a brand influencers. 

In the past, brands used to be the ones to dictate the customers’ needs. However, in today’s world, customers have more power than ever as they help drive companies’ marketing and branding processes. To keep growing in such a competitive business landscape, companies are now forced to adopt new word-of-mouth marketing strategies like influencer marketing.

As humans are known to trust other humans’ real and authentic recommendations more than traditional advertisements, the role of social media influencers have become more important to businesses than ever before. 

The Benefits of Having a Brand Influencer

  • Expands the company’s reach and introduces new customers to it through the brand influencer’s larger-than-average social media followings. The brand is presented by the influencer in a positive and respectful light, encouraging followers to support the company
  • Builds better trust between the brand and its consumers. Influencers each have their own personal likes and interests, which makes their actions and opinions on the brands and their products relevant and trustworthy to other consumers.
  • Influencers’ relationship with their followers is authentic and high in quality, which helps ensure long-term support and profit for the company
  • An added creative flair to marketing strategies. Companies have their stable and solid strategies, however influencers often give in their own creative input when promoting a brand. Influencers’ personal content enables brands to stand out, appear more natural and unique. 

How to Set a Relationship with a Brand Influencer?

1. Set the brand’s goals and decide how they can be achieved (new audiences, expanding awareness on a particular channel, driving traffic, creating social media engagement). 

2. Design a detailed outline for influencer collaborations – how many brand influencers and who, how big is the company’s budget, which social media channels to use, how long should the campaign last, what is the core message to transmit.

3. Identify and search for the ideal candidate (interests, areas of expertise, previous brand partnerships, target audience, reach, engagement rate). Do note that influencers with the highest number of social media followers aren’t the only choices out there. Try considering micro influencers as well as they can be just as effective. 

4. Connect with the right Influencers, ask about their experience and goals. Communicate yours and set a mutually beneficial relationship. 

5. Launch a campaign and measure results with the use of KPI.

Have another view, an anecdote that you would like to share, or just a question for the author? Feel free to comment below!

in General Marketing Definitions
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