Influencer marketing is on the rise and we see it dominating the digital landscape in Nigeria and across the globe in a couple of years. The endorsement partnership between Davido and Infinix will not have gone viral without the use of media as the media was the driving for that broadcasted Davido’s (Influencer) endorsement of Infinix.
When a celebrity enter a shop to buy something and snap with a product then post on the social media, the business start to experience huge sales, especially from people in the industry that needs it regularly.
Brands and advertising agencies all over the world search manually on the social media for industry professionals with huge fan base on their social network such as Instagram, Facebook etc to post about the product, tag them; which amazingly usually lead to high followers, higher sales, more downloads/subscription among others.
Initially, in the beginning, an influencer was measured by how many followers and fans he or she had. The problem with this was that companies and “influencers” could buy fake followers. Some individuals who made themselves out to be influencers by buying fake followers took advantage of the opportunity by charging too much for their endorsements.
The unreliability of measuring an influencer’s value based on number of followers alone shifted the focus to engagement. Brands began looking for influencers who not only had a large fan base, but also had followers that were actively engaged. Companies shifted their focus of finding influencers on multiple social media networks such as Facebook, Twitter, YouTube and Instagram, Snapchat among others.
Companies soon found out that while influencers had many fans and followers who were also engaged, the content the influencer produced wasn’t an appropriate match for what the brand was going for and the loyalty of the influencer couldn’t be counted on.
The content an influencer put out soon became the most important element brands came to look for when hiring an influencer for their products.
With the rise in the use of social networks and smartphones, companies saw the need to shift their marketing from being salesy and only about the company and its products to being all about the audience and consumer.
Companies needed influencers who were loyal to the brand and who encapsulated their ideal audience. This will ensure that the messaging and content produced will be in line with the company’s voice and appropriate to the audience they are trying to reach.
With the loyalty, costs, and the great opportunity for a wrong fit between an influencer and a brand, it is worthy to ask why marketers even bother with influencer marketing and instead of just stick to paid advertising? The answer reiterated the importance of good content.
In today’s online marketing, content has be the priority as it puts the needs and interests of the audience and customer first. While paid ads may be cheaper and is less risky than influencer marketing, it’s less powerful and effective. When others see an actual person using and endorsing a product, they are more likely to try the product out for themselves.
What Makes the Perfect Influencer?
The perfect influencer could be defined as someone who has engaged followers, a certain amount of loyalty, and an affinity toward your brand. This person will also produce content that is in alignment with the company’s voice as well as the interests and beliefs of the ideal audience and consumer.
We can break down these elements of the perfect influencer into a simple model where the ideal influencer is in the middle, encapsulating the following aspects: Audience, Content, Activity, Loyalty, Engagement and Reach.
Where to Find The Perfect Influencer?
There are a few tools you can use uses to find the right influencers, which include OneStopAdvert.com Influencer, Demographic Pro and Social Edge. But the most important point was that many of a company’s top influencers are right under their noses, in individuals who are already customers. All a company needs to do is comb through their email lists. People who are already customers will have a loyalty to the brand, be familiar with the products, and speak effectively to the company’s target audience.
OneStopAdvert Influencer is working on an advanced solution that will enable brands enter the business business’s email list and looks for customers who are loyal and active. The names associated to the emails can then be entered into OneStopAdvert Influencer analysis software. The company will then be notified of which of their customers will most likely be the best influencers of the brand. Customers that subscribe to newsletter or joined our social media network will be notified once launched.
The Future of Influencer Marketing
The era of influencer marketing is at its peak. The mega influencer market is becoming saturated as there is so much content, likes, and followers. While the number of large, nationally and internationally recognized influencers will decline, the void will be filled with the growth of micro influencers. Micro influencers will be local and be largely unknown to the public. These influencers will not only be more localized in their reach, but they will be more specific in the kind of businesses they will work with. They will have a niche.
Why Businesses Use Social Media Influencers
“92% of Consumers Trust Peer Recommendations Over Advertising”.
It’s a staggering fact that peer recommendation is overtaking traditional media and clearly outlines just how important social media influencers are becoming in today’s market. Influencers build brand affinity, and with the recent changes brought about by Facebook and other social networks, we are likely to see more companies partnering with social media influencers in order to advance ahead of the competition.
What is an influencer?
Influencers are individuals who have the power to impact purchase decisions of others because of their (real or perceived) authority, knowledge, position, or relationship. In consumer spending, members of a peer group or reference group act as influencers.
Different types of influencer you might consider using?
Micro-influencers hold around 500 to 10,000 followers. The drive for one post is around 25% – 50% as they’re able to connect with the audience one on one.
Macro-influencers – This group of influencers has around 5% to 25% engagement per post and their following ranges from 10,000 – 1 million followers. They have a strong connection with a certain spectrum like fashion, travel, business, lifestyle and so on. Although the engagement rate is lower than what micro-influencers get, macro-influencers can reach up to 10 times more people.
Mega-influencers – These influencers could be a social media celebrity (for example: lauraikeji, Instagram Influencer) or a celebrity with a social media account. They have over 1 million followers but only receive around 2% – 5% engagement. If you want to work with a celebrity influencer, you really need to ask yourself if this is the right way for your brand.