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How to succeed with influencer marketing

Over the last few years, influencer marketing has become an integral part of many brands’ communications. Over 70 per cent of consumers consult social media before purchasing a product or service, with influencer marketing becoming a central focus of many brands’ social strategies.

However, before beginning an influencer campaign, it’s crucial that brands not only select the most relevant influencers for their audience, but also use the most effective channels and messaging.

Firstly, companies need to determine the goals of their campaign. Is it an increased reach, higher engagement rate or more traffic to the website? This will establish whether a micro influencer or macro influencer is essential.

Micro influencers are considered to be day-to-day individuals that are more approachable to the general public as their lifestyle appears more obtainable and achievable than macro-influencers. They usually have less than 10,000 followers, so working with micro influencers is great for increased engagement with a niche audience that is genuinely interested in the sector you operate within and your corresponding product offering.

Macro influencers are better known as household names that have a significant following that is between hundreds of thousands and millions. They are deemed as less approachable by the general public as their lifestyle is aspirational, rather than achievable. However, this can be beneficial for brands as it can promote them to a mass audience, encouraging stronger brand awareness and affinity.

When it comes to the cost of working with influencers, there isn’t a one size fits all approach. This is due to a wide range of different factors: the social media platform the campaign is to be hosted on, the following of the influencer themselves, the engagement levels the influencer typically receives and the product or service. Generally, the more popular and effective an influencer is on a selected social platform i.e. Instagram, YouTube or Snapchat, the more they will charge for their service.

To give you a rough guide, influencers who use their blog to leverage results will charge by the incoming site traffic and monthly impressions, while Instagram users with 10,000 to 50,000 followers can charge from £100 upwards.

It’s vital to consider whether the influencer is most popular on the channel that will generate the greatest return on investment for your brand. For example, if Instagram is your most lucrative social channel, it’s crucial the influencer has a high and engaged audience on this channel.

You must also ensure that the communications are in line with your brand identity, without being too corporate or promotional. Audiences that feel an influencer is promoting a brand or product that isn’t in line with their core values will be quick to dismiss both the brand and the influencer, leading to a drop in potential sales and engagement levels.

Whilst influencer marketing can be a lucrative and successful tactic for brands, they must first ensure they are choosing the right influencer, on the right platform, to promote the right product.

To find out how the HROC team can help you with your next influencer campaign, email gary.hebblethwaite@hroc.co.uk or call us on 0121 454 9707.

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