Internet Brand marketing is an ever-evolving field that has gone through various iterations over its lifetime. If you look at the websites of the early 90s, they used to look like clickable billboards. Internet surfing looked like going through a digital version of Times Square, just uglier and with ads.
As time has gone by, a big realization among the marketer communities is that people are smart. The world had exploded, and everyone from 18-35 had more information than ever before. The millennials want authenticity hence the term social media influencer was born.
Millennials hate being talked down by brands who they know don’t care about them. However, the influencer market is filled with people in their age group, which makes the messaging of brands more personable. This article will go over the following topics-
- What’s influencer marketing
- The definition of influencer marketing
- The popularity of social media influencer marketing
- Why is the authenticity of the influencer market advantageous?
What is influencer marketing?
Social influencer marketing is driving a brand’s message in an extremely authentic manner by hiring influential people.
Technically anyone can be an influencer if you have a high following on the social media platform. These are people trusted and admired by the target audience; subsequently, they drive better engagement.
If you are still confused as to what does influencer marketing mean? Think of it as hiring actors or celebrities but for the millions of internet audience fanbase.
Why is social media influencer marketing so popular?
There are various reasons why the influencer market will be so popular among internet marketers in 2022. Here are just some of the reasons behind this surge-
1)They are available for all brands, big or small- You might see big brands hire footballers, cricketers, and actors being hired for millions of dollars. The brand outreach they can provide through their sheer presence is insane.
Most small brands might look at it and feel that there’s no way you can compare. However, the beauty of social influencer marketing is that they come at every budget.
2)The Return of Investment is quite high- If even one small micro-influencer posts about a product, they can give you massive returns. The small communities tend to be highly tight-knit in nature and hence 2x to 3x returns. For small brands, social media influencer marketing is highly advantageous to grow and evolve.
3)The other mediums are dying- Live TV used to be the biggest market there is, with shows getting 10 to 20 million views. Today an average large Youtuber can pull these kinds of numbers at a faster rate than any show ever can. The golden demographic of 18-35 is moving away from streaming, Tik Tok, and other platforms.
4)SEO benefits- Another huge benefit of the influencer market is providing organic traffic to the brand websites. Traffic from multiple sources that are not manipulated can prove far more advantageous for SEM growth.
How to approach the influencer market?
Now you know what influencer marketing is and the various reasons social media influencer marketing is popular. However, as a brand, how do you even begin to approach an influencer and build connections with them? Here are a few ways you can approach them-
Direct Cold Emails- After you have done your research on who would best represent your brand. Find their work email and send an email explaining your brand. Try to be as detailed and authentic in your pitch to ensure they will be ready to collaborate.
Work with management agencies- Cold emails can be a bit of a hit and miss, which is why working with management is a great idea. They have a long list of micro-influencers and influencers that are ready for promotional work.
Here are a set of aspects you will need to negotiate with an influencer
- Price- How much cost per post and the frequency of posts. Generally, people tend to charge from 100 dollars to a thousand in an influencer market, depending on followers.
- The style- Every influencer will have a style and brand identity that you would have to sign up on. However, when indulging in social media influencer marketing, it’s best to let them take the lead.
- The script- It is important to develop a script that both of you can work on and create a pitch.
Why Authenticity matters in 2021
If you want to get to the core of influencer marketing is, then authenticity is the key. A lot of the brands and corporations tend to be quite nameless and faceless. It creates a sense of disconnect between the companies and the millennial youth(the target audience).
Dabbling in the Influencer market can be a start, but there will be issues without a unified brand identity. A social media influencer can, at best, set a new tone and perspective towards the company. The buyers who got converted through the connection have to be now impressed so that they can be repeat customers.
A brand needs a strong voice and face to feel like it can fit in with the pop culture. Millennials will appreciate the look and feel of your new rebranding.
Final Thoughts
You have now learned everything there is to know about the influencer market. It is important to note that finding the right partner and fit for your brand will be difficult. Some of them will be difficult to work with or just too eager to sell their brands. It’s best to avoid them because their followers will realize they are fake one day or the other.
The best social influencer marketing partners are those that care about their brand and are protective about them. Getting in with them might be hard, but they are the type of relationships that are the most beneficial.
The growth of their brand will be interlinked to your growth, and henceforth, choosing the right partner matters.
You are now all set for the journey of a lifetime, and get ready to multiply your brand to the next level.
