Purchase decisions are influenced by a multitude of networks of friends, family, and peers. For companies to excel online, they will need to identify and engage with their customers’ influencers across the Social Web.
Who is Influencer?
There are many definitions of influencers. Generally: they are active-minded and trend-setting and influence the organization and its potential customers, and significantly shape a customer's purchasing decision but may never be held accountable.
Social media has given normal people an opportunity to build their own brands through stimulating content and engagement. Then influencer marketing was created:
Influencer marketing involves a celebrity or other public figure endorsing a product or service.
Influencer marketing is the act of harnessing the power of individuals with a large social media presence to recommend products or services and sway the opinions of their followers (2). The pandemic sped up influencer marketing’s trend toward “unfiltered” or less-scripted content, as well as the rise of TikTok and the popularity of “everyday influencers flourished influencer marketing.
72.5% of US marketers from companies with 100 or more employees will use influencer marketing in 2022 (3).
Global spending on influencer marketing is expected to increase from $13.8 billion in 2021 to $15 billion market by the end of 2022” (4).
Why?
Explosion of short-form content, which was started by TikTok and has since spread to Instagram, YouTube, and Snapchat. Then TikTok made it easy for brands to hire content creators that catered to their needs in terms of niche, content style, and size of following.
Apple’s iOS 14 changes significantly impacted advertisers that were relying on platforms like Facebook to drive revenue. As a result, advertisers were forced to look into other methods of getting in front of consumers on social media. Influencer marketing became a preferred method.
The effects of Covid-19 linger, as more people work remotely, mobile app usage has increased, making influencers an appealing strategy for getting in front of consumers. it has been estimated that social media consumption increased by as much as 60% during the peak of Covid-19 lockdowns.
Types of Influencers
Macro Influencers
A very well-known influencer with 100,000-1 million followers.
Produce content very regularly.
Their broad audiences are young women or teens.
They are approached by brands for their visibility and their indisputable popularity.
They are able to create a buzz and thereby increase traffic to a website.
Are available for higher budget campaigns.
Celebrity influencers belong to this type.
Micro Influencers
Individuals who have 1,000-100,000 followers.
Since Micro influencers connect with a tight-knit fan base - compared to celebrities - they can associate with their audience on a deeper level by engaging more frequently with personalized and authentic content.
Micro influencers spend copious amounts of time gaining trusted followers who love their content and expertise, which is not guaranteed when working with macro influencers.
Since a micro influencer’s audience is manageable, the level of engagement with their following is high.
Most people will be more impacted by the recommendations or social media content of friends and family, rather than celebrity influencer content. Micro influencers will work in exchange for free products or services, while macro influencers charge a fee.
Nano Influencer
Content creators with a social media platform following below 10,000.
They have the best engagement within a local or super niche community.
Their smaller size means their audiences tend to be more active and loyal.
Their recommendations are perceived as more genuine.
Kid Influencers
Or “Kidfluencers” are children who have been posted online on different social media platforms generating large numbers of viewers and followers, often earning money for sponsored content.
Gaming influencers
People who advertise and talk about their gaming lifestyle through live-streaming, reviewing the games they play offers by gaming companies. It’ll be surprised that these gaming influencers are paid big bucks for their passion.
The importance of Influencer Marketing
80% of marketers have found that influence marketing with $15 billion market by the end of 2022 has been helpful in growing their business.
90% of people with access to the Internet trust recommendations from social media influencers.
90% of marketers find Influencer marketing effective. Which is measured with ROI (Return on marketing).
It has been found that influencer marketing can generate eleven times higher ROI than any other digital marketing technique.
49% of buyers rely on influencers for purchase decisions.
What is different between Content Creator and Influencer?
Content Creators are a professional name for people who understand the ideal content making of social media. They create entertaining or educational material to be expressed through any medium or channel. Content creation especially pertains to digital content.
For businesses, content creation can mean crafting newsletters, emails, digital marketing materials, brochures, social media, articles, annual reports, advertorials, editorial, and company communications, and more.
Disclaimer: This article was provided by Content Mate
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