blog
What is influencer marketing? Your ultimate influencer marketing guide

What is influencer marketing? Your ultimate influencer marketing guide

I hate being advertised to. I’ll ignore marketing messages. But an influencer, I’ll listen to, even trust. Naive? I don’t think so. Of course, they're paid. But, influencers choose their partnerships, aware that if they endorse rubbish, they'll lose the adulation of their fans. I’m going to show you how influencer marketing will increase your audience and your ROI.

Free Demo - win at influencer marketing!

It’s a real basic way for your business to interact and integrate with consumers - to engage and hold their interest. According to a Tomoson Report, it’s profitable too. With businesses making on average $6.50 for every $1 spent on influencer marketing.

It's making a huge impact on business.

Before I go further into the hidden depths of influencer marketing, I'd like to give you the opportunity to sign up for a free demo of Talkwalker. The platform has been used throughout my guide, and for a winning influencer marketing campaign, there isn't better. Give it a whirl!

Back to my IM guide...

What is influencer marketing?

So much more than just a buzzword.

It's not a new thing, celebrities have been endorsing products for years. With the arrival of social media, influencer marketing took off. Anyone can endorse a product, share their opinion, and become a social media influencer, a brand advocate. An influencer is a person with the power to influence, to persuade consumers to purchase a product - simple as that. Doesn't have to be a reality TV star, a medal winning sports person... it could be you... it could be me.

In June 2000, ASOS was established as a UK fashion retailer. Today, they sell over 80,000 products around the world.

Their innovative marketing - using influencers such as the ASOS Insiders - has paid off bigtime. They now have over 20 million social media followers, and in the last 12 months received over 1.4 billion product views.

With influencer marketing, the sky's the limit. But how exactly do you build social influence into your marketing strategy? And what are the pitfalls?

My guide covers everything you need to know about influencer marketing, from campaign concept, right through to completion and analysis. Let's get going...

Influencer Marketing

Table of contents

What is an influencer?

Every time you go online, you’ll interact with influencers...

  • Watching a video from a YouTube vlogger
  • Collecting recipes from a chef on Pinterest
  • Reading the latest Facebook story about your favorite celebrity

...you’re engaging with an influencer.

These are the people who are at the forefront of social trends. They could be innovators, who create new ideas, concepts or content, that grabs the attention of social media on a regular basis. Or early adopters. Those that discover trends before anyone else, and invigorate them with their own creativity, spreading them further into the social medium.

Influencers have their finger on the internet’s pulse, and we listen to them.

Marketers should also be listening. According to a Marketing Dive study, 41% of marketing professionals have seen more success in influencer campaigns, than traditional advertising. That’s the type of results you want. But what type of influencer do you need?

3 types of influencers

Generally, when the industry talks about influencers, they categorize them into 3 levels based on their potential reach. For ease, they've been ranked the same here as...

Celebrities

These are the biggest players and probably a brand within their own right. They’re TV and movie actors, sports and music stars, and social media masters, with around 1 million plus followers.

Executives

These are your macro level influencers. Here, you’ll find journalists, bloggers, industry experts and other content creators, with between 10,000 to 1 million followers.

Everyday - you and me

This is the lowest level of social media influencer, but there are more of them than the other two levels combined. With 500 to 10,000 followers, they could be your employees or even vocal customers. You can include your day-to-day consumers in this category too, encouraging them to generate content for you. User-generated content can work well for influencer marketing.

3 types influencers

However, reach is only one of the aspects you should consider when defining a potential influencer.

Evalutating influencers

Reach

This is simply how many potential people an influencer talks to, whether that’s followers or subscribers. But, a great reach doesn’t always mean a great result.

Imagine standing in a city with a megaphone, and shouting your message at people. Yes, you’re going to reach a lot of people, but you’d engage with them more if you talked to them face to face.

You'd also avoid getting arrested for disturbing the peace.

Engagement

This is the flipside to reach. It's how much interaction you gain from your audience. And engagement is becoming more important than reach when considering influencers.

Engagement comes in two forms...

  • Passive engagement is the bare minimum of what a reader can do; clicking a like or retweet button. It doesn’t mean they have actually fully absorbed the content message.
  • Active engagement is when someone's taken the time to read the content and join in the conversation surrounding it. These are the people who are generating ideas about the message and will more likely engage with it further.

What type of engagement you receive depends on the audience.

Audience

Who is the influencer talking to on a regular basis? Is it a wide audience that has a general interest in what is said, or a smaller, more specific group, who are focused on a niche subject the influencer works in?

This will be key to how far a message travels. A niche audience tends to be more connected within their industry and will help promote the content further. However, it probably won’t escape the social bubble it was created in, and therefore will reach fewer people.

When choosing your social influencer, consider who or what is relevant to your audience.

Recognizability

It’s vital to consider an influencer’s recognizability, especially within their market. Traditionally, you’d imagine an A-list celebrity would be more recognizable. And in a wider market, they probably would be.

But in a more niche market, an industry blogger or speaker may gain more recognition from their audience.

The same can be said for younger markets. YouTube vloggers could be more recognizable than A-listers, and therefore be more relevant.

Creativity

There are two types of influencer, the creator (who innovates trends) and the disseminator (who adopts them).

  • A creator will be followed for their creativity. Their audience will appreciate their originality, and interact in an in-depth way.
  • A disseminator is someone that shares ideas, and you would expect their audience to simply do the same.

Which type of influencer is right for you?

It depends on what you’re expecting from your campaign (there’s more on that later), but it’s worth remembering that increasing your reach, will compromise on your engagement.

right type influencer

The reach vs engagement compromise.

Whether you focus on reach or engagement will have an impact on your message diffusion.

Why your message diffusion matters

You need to consider how a message travels, to help you decide the type of influencer you want to use. That’s why your potential message diffusion is important.

Imagine your content on a globe. Every time it's shared, it travels a bit further round. And a bit further. And a bit further. But, because it’s social media, it can travel in multiple directions at once. A tweet in San Francisco could send your message all across America, while a blog post in London engages it with young mothers, as a Facebook post in Beijing helps it make headlines.

message diffusion

Talkwalker's virality map demonstrates how a single YouTube post can spread across the Internet.

That’s the message diffusion. Your post passing from one media stream again and again, until it saturates the market. You can see more about message diffusion here.

When it comes to influencers, their clout will impact on how your message diffuses. A larger reach means your content could potentially travel further, while more engagement means it’s more likely to be encouraged on its way by other users.

The influencer’s audience will also make a difference. If they have a strong engagement with a specific market, your message is likely to infuse deeply into that audience, but probably not get much out of it. Yet, if your influencer has a wider audience that engages with different demographics, your message can spread further (though maybe not as densely).

Celebrities vs executives

Each influencer type has pros and cons. According to a recent study from Carat, YouTube influencers - executives - are 4 times more effective than celebrities at driving brand familiarity. Yet celebrities are still better at driving recall - 84% vs. 73%.

The celebrity market is much smaller, so your choice of personality is limited and expensive. Your budget will be play a key part when deciding what type of social media influencer you can work with.

Influencer marketing examples

To give you an idea of what can be done with the 3 types of influencer, I've shared some influencer inspiration...

ALERT | Influencer inspiration | Diageo

Influencer inspiration Diageo

Diageo and their brands were trending over Christmas 2016.

These influencer marketing examples should give you some idea on how to effectively integrate an influencer into your brand. They include some relevant marketing statistics too, to demonstrate how impactful an influencer marketing strategy can be.

It would be beneficial for you to check out some of the influencers currently making an impact on digital marketing.

Why use an influencer marketing strategy?

Social media has to be a major part of your marketing strategy. It’s the modern-day word of mouth. Consumers trust recommendations from their peers and share their own opinions.

According to Hubspot, 71% of consumers are more likely to make a purchase when referred by social media. And 92% would trust an influencer over a brand when making a purchasing decision. Traditional advertising no longer has the clout it used to, and that’s where social media influencers come in.

influencer marketing strategy

An influencer will have an established and engaged following. You can benefit from this in 3 ways…

Product placement

Many influencers use product reviews or ‘how-tos’ as part of their content. Their audience is prepared to hear product placement messages, and will accept the influencer’s opinions of products as fact.

This is perfect if you want to improve your brand engagement or sentiment, though is more suitable for low-level and executive influencers.

Brand endorsement

Many influencers have built up such a following, that they have almost become a brand in themselves. A brand with massive integrity that their audience trusts. Something that your brand can buy into.

Try this if you want to build a more trusted image of your business. It’s mainly for the celebrity-level influencers.

Content creation

Influencers make a career from their content. It’s their originality and creativity that makes them stand out, and their audience follows them for this.

If you want to get creative with your brand and demonstrate your products in a different way, this is what'll benefit your marketing strategy. It’s less about promotion, more about creating original content that the brand’s audience will engage with. It’s this type of content that can go viral.

You could use this to create new content for your own social media streams, but you’d miss engaging the influencer’s established audience. Although, you’d expect some cross-promotion from their streams.

The 3 WHATS

A simple way to remember this is the 3 WHATS. Your social media influencer campaign will either be about:

  • WHAT they say - product placement
  • WHAT they mean - brand endorsement
  • WHAT they do - content creation

ALERT | Influencer inspiration | Daniel Wellington

Influencer inspiration Daniel Wellington

Influencers Daniel Wellington used recently, including celebrity and executive.

Identifying the right influencer

Great. You’re onboard with influencer marketing. Now what? Before you jump in, it’s best to consider the two key areas of every marketing campaign. ‘Who are you talking to?’ and ‘What do you want them to do?’

Who is your audience?

Assuming you already have a strong idea, you now have to dig deeper.

Look at who your audience is interacting with. Check your shares and retweets to see who are your most active sharers. Check who your competition is targeting.

Influencer marketing attracts a younger demographic, so consider this if it’s a group area you want to reach.

At this stage, it’d be beneficial to set up free Talkwalker Alerts. Use them to track your brand, your competitors' brand, some key industry trends, and any social media influencers already on your radar. This’ll give you an idea of who’s talking about you and your industry at any one time.

right influencer

What response are you expecting?

This is the ultimate goal of your campaign and should underlie every decision you make going forward. Unless you have a clear, tangible expectation, then you won’t know where to direct your influencer, or how to measure whether the campaign was a success.

Create clear, measurable goals that you want to achieve, rather than ambivalent ones. You're not simply promoting product X, you want 10,000 sales. Some vanity metrics - post likes - will improve brand awareness, but they won’t bring sales, or help you justify an influencer marketing cost to your boss.

What you need to know about your potential influencer

Now you know exactly what you want to achieve, from which audience, you can start defining the influencer that you want to use for your campaign. You should consider:

Reach and engagement

How many people is your influencer reaching? And how much active engagement do they drive? Is your potential audience not just liking, but interacting with the content they’re creating?

potential influencer

When analyzing most influential authors for ‘Thor Ragnarok’, @Jedi_Jill generated almost the same engagement as @ComicBookNOW, despite having significantly lower reach.

Compatibility

Just because an influencer has a large audience, it doesn’t mean they’ll be an audience susceptible to your brand. How compatible are you really?

Compatibility

While @omelete was an active tweeter, with 2.2k engagements, when you look at their usual brand mentions, they’re not that compatible.

Personality

Not all social media influencers are followed for being likable. They could be rebels, pranksters, or controversy creators. Would these traits hinder (or benefit) your campaign?

Sentiment

What do people think of your influencer? Look at the engagement they generate and see if it’s generally positive or negative. There are some personalities that people love to hate.

Media impact

Which media does the influencer post on? Do you want someone image-focused (from Instagram or Pinterest), or capable of sharing technical stories (blogger)? Remember, each channel has its own benefits and pitfalls.

Media Impact

Social media channel reach vs number of influencers - Sponsokit.

Honesty

Some influencers pride themselves on giving frank reviews. These are guys that consumers trust. Would this suit your marketing campaign? Would you want an influencer to discuss your brand’s weaknesses as well as strengths?

Brand affinity

If your influencer has interacted with your brand before, how informative were they? How complimentary or critical? Does your potential audience consider them a person to listen to?

Brand loyalty

Is your influencer loyal to your brand? Ideally, you want to build a long-term relationship, so look at influencers that will engage with your brand frequently. The last thing you want is someone who engages with you one week, and then your competitor the next.

Brand Loyalty

@gvnegirl has great brand sentiment and regularly mentions relevant themes when tweeting.

It’s not a complete list, but it can help you get a better understanding of who your influencer will be. Remember, consider your audience at all times.

ALERT | Influencer inspiration | Samsung

Influencer inspiration Samsung

What was trending at the Oscars? Keywords for the campaign: “YouTubers” & “The Rest”.

How to find influencers

You'll now have a clear picture of what qualities your ideal influencer needs to have, and a full understanding of how they'll impact your current, or future audience.

But how can you find the influencer you’re looking for? The internet is a big place to search. Here are a few ways to find the best influencer for you.

Read the blogs

The first step would be to do an online search of your topic. Search for your industry, keyword, product, or message, and the word ‘blog,’ to find the blogs more likely to be clicked on.

Look for influential posters, but also who they’re linking to, and who is engaging with them. After a while, you should start to get the feeling who is a creator and who is a disseminator.

Track the hashtags

You can also do the same with #hashtags. Search for any you feel might be relevant, to find the most prevalent people talking about them on Twitter, Pinterest, and Instagram. You can also find popular hashtags for any topic with Talkwalker Free Social Search.

Check out the competition

It’s important you keep an eye on what your competitors are doing.

I'm talking inspiration, definitely not copying.

Look at who's engaging with their brands on social media, and check out any blogs or articles that link to them. If they’ve done any influencer campaigns recently, which professions did they work with? Look for people in a similar area or for someone in an opposing industry, to reach an alternative target market.

Link up with LinkedIn

LinkedIn is made for networking. So network. Use a keyword or relevant phrase and search as you would in Google. You'll find plenty of people that are engaging with your market.

Search your own social media interaction

Who is engaging with you most on social media? Don’t just look at one stream, look at who's interacting with you across multiple networks. Find people that are actively engaging with your content and helping drive it.

Use Talkwalker to find influencers

It's time-consuming work, and even after all that, you still might miss out on finding your perfect influencer. So, cheat, and follow the simple 3 step process for finding the perfect influencer using Talkwalker. Seriously, it will save you a whole heap of time. And give you confidence that the influencer you’ve chosen is exactly who you need.

find influencer

How to use influencers

Now we’re cooking.

So far, you’ve found the perfect social media influencer and you know what they’re going to do for your audience. We’re almost at the fun bit: the content creation. But first, you need to persuade your chosen influencer to work with you.

How to approach an influencer

This could be the make or break of your campaign idea. But if you approach your influencer the correct way, then there’s a much better chance of them jumping on board and starting a long-term business relationship with you.

Be professional

Just because your chosen influencer has a more brash or relaxed persona online, don’t assume they’re the same offline. Approach your social media influencer as you would any other provider; in a professional manner at all times.

Don’t overreach

It’d be nice to get the likes of Selena Gomez - the 2nd most followed Instagrammer in the world, behind Instagram themselves - in every campaign that you do. Be honest, is your brand big enough for them to react to? Most celebrity influencers will receive pitches every day and can afford to work only with the biggest names. Maybe look more at the executive influencer level.

Like them first

Samantha Kelly, @Tweetinggoddess, says you should engage initially "either by retweeting one of our tweets or commenting on our tweets... Build a relationship with us first."

Likes, follows, and retweets are an influencer’s lifeblood, so demonstrate you admire their content by engaging with it first. Your relationship should be mutual right from the start, so it’s best to make the first move. It could encourage the influencer to organically interact with your brand too.

Everyone loves freebies

Another way to encourage organic engagement would be to send the potential influencer some free examples. There’s no guarantee they'll react to them online, but it’ll help improve your brand awareness in their mind and promote your future relationship.

Send a pitch

Now’s the time to actually contact your influencer. Try to find an email, and send them a clear pitch, as you would a client. After all, you’re selling them your brand. Ensure it’s bespoke to them, and acknowledge them as a professional. Give them a feel of what you’d expect from the campaign, but don’t go into too much depth.

Be patient

Finally, you wait, and wait. Your pitch may be your biggest priority, but it won’t be for your potential influencer. Maybe follow them up after a few weeks, but don’t harass them. Bear in mind, you may have to scrap your initial plan and start again if they say no, or don’t reply.

How to brief an influencer

Once your influencer agrees to work with you, it’s time to brief them on the most important elements you want from your campaign. The trick is providing the right amount of information. Don’t bore with too much, but also, don’t miss out any key info. To save time, I've created a free Influencer Brief Template. Never forget key information again. Download yours now, then see below for what to include in it.

brief influencer

Our company

Provide a summary of your company. Don’t be too detailed, but also don’t assume they know you already. Include your core brand guidelines.

Our product

Detail the key product(s) you want to discuss. Don’t try to incorporate your entire catalog into one campaign. Focus on the key benefits of the product(s), or negatives you’d like to counteract.

More details

Include any links, reviews or other product advertising.

What we like

Share any successful campaigns you’ve run in the past. Also, include other campaigns run by competitors, or your chosen influencer, that you enjoyed.

Concept

Share your ideas with your influencer. Don’t give them too many constraints. This is more as inspiration. You want to let your social media influencer to do their job.

Aims

What do you want to achieve? Think back to the goals that you set at the start.

Key messages

What are the key elements you want your audience to remember? Include any keywords, straplines or #hashtags.

Preferred outlet

Which social media channel would you like your campaign run on? Facebook, Instagram, YouTube, Twitter, etc. Don't ignore the influencer’s established audience when considering this, i.e., if they are more Twitter-focused, don’t ask them to promote on YouTube.

Posts

Tell your influencer how many branded messages you’re expecting now, not after the campaign. They’ll want to ensure they meet your expectations, so if this is a KPI, let them know.

Conception

How long has the social media influencer got to create the content? Will there be a conception meeting at any point for them to confirm their ideas with you?

Air date

When do you want the campaign to go live?

Other media

If this will be part of a multimedia campaign, what other elements will you be producing and when will they go live?

Key contact

Provide a contact to liaise with the influencer throughout the campaign. Consider any staff holidays or other commitments that may arise.

ALERT | Influencer inspiration | Nissan

influencer inspiration Nissan

Number of mentions of Nissan X-Trail since the campaign launch.

How much should you pay your influencer?

This is going to come up at some point, so it’s best to cover it now. Sadly, there’s no right or wrong answer.

Take a look at some of the influencer rate cards available online - Influence.co has a great interactive one for Instagram. It’s down to each individual influencer to decide what payment they want, though you should certainly expect celebrities to be the most expensive, followed by executives.

If the social media influencer requests a payment that’s outside your budget, try negotiating. Or see if they are willing to provide content in exchange for product.

What to measure in your influencer campaign

Finally. You’ve put in the hard work, and your influencer is promoting your brand just as you briefed. Now you have the most complicated part of the campaign, but also the most important. It’s time to analyze your results.

Analyze right from the start

Don't expect overnight results from your campaign. A social media influencer’s role is making a social impact, ingraining their messages into their audience over time - it'll be the same for your brand.

However, if you monitor results right from the beginning, you'll identify what's working and then you can amplify it. This goes back to the message diffusion we discussed earlier.

Use Talkwalker's virality map to see how your campaign message diffuses across the world, as it happens. You can see which blogs, sites, news stories, tweets or posts are sharing your content, and which of those are being shared significantly.

Analyse influencer campaign

Watch your influencer campaign spread - as it happens.

When you find a source that's generating more shares than others, you can help it along the way, either by promoting it yourself or getting your influencer to interact with it. At this point, look for any major disseminators. Potential influencer for your next campaign?

You can also see how the content travels around the world, and which territories you’re missing. If there’s a key region that’s not being hit, you can either re-strategize with your influencer to see how you can engage with it, or bring more relevant influencers from that area into your campaign.

Post campaign tracking

Remember those campaign goals that you set? This is where you discover if you achieved them. After all, they were the destination you were heading for, so it’s good to see if you’ve reached it.

Here’s what you should include. Don't forget, you had a specific aim in mind. Never underestimate the impact you've made elsewhere. Product sales may have been your ultimate goal, but the campaign could have impacted on other areas of your social media too. You can also look at...

Brand reach

Check all the networks, not just the medium you focused on. Look at page likes, Twitter followers, YouTube subscribers and more, to see if your brand audience has grown across your social media accounts. It’s also worth checking blogs for unique visitors.

Views

Your audience isn’t just the people that follow you, but the people that follow them as well. Remember, every user could be an low-level influencer, and if they share a message, it’ll spread even further.

Consider views, reaches, and impressions to see how wide reaching your message was.

Engagement

You’re not just interested in who saw your message, but who interacted with it. Reading is one thing, but engaging is something else. For this, you need to look at post Likes, Comments, etc., to see how much of your audience is engaging.

Engagement Campaign

What to look for when analyzing your results.

Sentiment

Analyzing how your audience feels about a campaign is practically impossible to measure without social data analysis. Take a look at our Sentiment Analysis Guide for the best tool and how to pull out all the insights you'll need. You can use this in tandem with The Complete Guide to Social Media Analytics.

Sentiment Analysis

The risks and mistakes of using a social media influencer marketing strategy

You understand how to use influencers in your marketing strategy, but never assume it’s all going to be cookies and rainbows. There’re plenty of blunders you can make along the way.

The risks… and how to avoid them

Influencer honesty

While the vast majority of influencers are hardworking and dedicated people, like in any other industry, you may come across a few less-honest ones that rely on misleading tactics to drive clicks and traffic.

You can monitor multiple clicks from a source with Click Fraud Detection software. This should help you decide if it’s your social media influencer or their audience that’s clicking with you.

Reliability

Not all influencers are as business-focused as you. They may be good at what they do, but many won’t be used to integrating their work into an outside environment. Therefore, don’t always expect a 9-to-5 mindset as you would from an employee or freelancer.

You can prevent this by vetting your influencer right from the start. An agency might help, but see if they’ve worked with brands on a similar scale before.

Also, communication is key to the whole project. Make sure you set deadlines in the briefing stage and liaise with your influencer regularly to ensure they’re hit. A gentle reminder now and then will help keep your project on track.

Negative impact

Not everything will be smooth sailing. Expect to get at least some negative feedback from your consumers at some point. But as long as you’re prepared, it shouldn’t have too much impact on your campaign. Though even brands like Pepsi can get unexpected negative results.

If you’re not certain what sentiment will arise from an influencer campaign, start off small. Test your ideas with an everyday influencer, and if it doesn’t go well, you will only have reached several thousand consumers at most. If it’s a-okay, you can scale the campaign up.

Again, communication will be key here too. Don’t leave your influencer to tackle issues alone. Make sure they know where to escalate problems if they arise, and then tackle them together.

ALERT | Influencer inspiration | Almond Breeze

Influencer inspiration Almond Breeze

Almond Breeze engaged nearly 34,000 people with recipes in H2 2017.

Influencer marketing mistakes

Having got this far into my guide, you'll be prepped in avoiding the most common social media influencer mistakes. But, keep you eyes open for these sneaky ones...

Not doing your research

Don’t skip the initial steps. Know your goal. Know your audience. Know your influencer. The last thing you want is controversy caused by linking the wrong influencer with your brands.

Not knowing the law

Now, this can be tricky.

As the influencer market grows, it’s attracting more and more scrutiny from advertising authorities around the world, in the US, UK, and Germany. It's crucial that you keep up to date with the rules and involve your legal team in all your social media influencer campaigns.

Most importantly... always be transparent. The biggest issues have come from consumers feeling misled about the professional relationship between a company and an influencer. Be clear in all your messages that there is a connection, and I don't just mean sticking #ad everywhere.

Using an influencer to overcome bad PR

This is the same as pushing them under a bus. PR issues should always be handled by a professional. Your influencer will not be qualified in crisis management. It could cause serious damage to your brand and that of your influencer. Simply put, don’t do it.

Criticizing an influencer

"The worst thing to do is say something negative about (an influencer)," "We will find out! People are always watching and social media world is actually quite small so I get messages with screenshots all the time."
Samantha Kelly, The Tweeting Goddess

Think before you post or write anything about an influencer that may be seen as being negative. The last thing you want to do is create a detractor.

Restricting your influencer

Remember, you’re not just hiring your influencer for who they are, but for what they do. Don’t hold them back.

Take another look at your brief before you send it over. If it looks as precise as the one you’d write for your own social marketing team, then you’re clipping your influencer's wings. You need to give them everything they need to make the campaign work. That includes creative freedom.

Restricting influencer

Not seeing the smaller picture

It’s easy to think that celebs are your most important social media influencer, but don’t forget that the everyday - you and me - influencers have their benefits too. Think outside the box, and not only will you make your campaign more impactful, but you'll save on your budgeting. Your everyday influencers will make a difference, even if they’re an intern.

ALERT | Influencer inspiration | Southern Rail

 Influencer inspiration Southern Rail

What a difference a day makes - #AskEddie trended on Twitter.

The future of influencer marketing strategy

Although some people believe influencer marketing is a fad, it looks like it’s going to be around for some time. Especially, since recent research from Stanford Graduate School of Education demonstrates students are more susceptible to sponsored content than first thought.

However, there are changes ahead you need to know.

More regulation

I've said it before, but it's worth repeating. There will be more legal regulation from advertising bodies, as they race to catch up with the influencer trend.

More executive and everyday influencers

“More than 90% of posts are made by influencers with less than 1 million followers. This number was around 60% in the beginning of 2016.”
Gil Eyal, @gileyal, the founder of HYPR

Take this into account for future campaigns. These influencers will become more and more effective.

Improved authenticity

The industry is changing and so are consumers - and it's happening super quick. As consumers catch-on to the financial relationship between brands and influencers, they’re becoming more authenticity savvy too. You’ll need to work harder to find the right influencer that integrates believably with your brand - or you won't be taken seriously.

Rising costs

As marketers are getting savvier about the benefits of social media influencer marketing, so are the influencers. They’re getting a better idea of the impact they have on your marketing strategies, and therefore, expect a bigger bite of your budget. The UK has already seen a rise in influencer costs, and you should expect that trend to continue worldwide in the coming years.

Influencer marketing tools

Stay ahead of the game, and make your influencer marketing strategy easier with some great marketing tools.

Buzzstream

Use to find and manage influencer contacts found through your favorite content sites.

GroupHigh

A powerful search tool, that'll help you find bloggers from over 15 million blogs worldwide.

ClickCease

For click fraud detection and protection.

Gonna save your butt!

Inkybee

Scours the web to find relevant blog content.

Contactually

Helps manage your influencer contacts with a smart CRM system.

Discover.ly

A Chrome browser extension that lets you see a content provider’s information from social networks as you browse.

ContactOut

To help you find the contact details of influencers from their social profiles.

IMA

A leading agency for sourcing influencers.

Talkwalker

The #1 social media analytics tool.

Biased? Me?

Let influencer marketing influence your marketing

It's the social media marketing trend that everyone's talking about. You, your brand, your organization, can't afford to ignore it.

Remember, influencer marketing is about people. Not just those you are dealing with, but those you are reaching. You have to consider them in your campaign, so they will consider you. Influencer marketing is not a quick-fix solution, but a long-term strategy to build long-lasting relationships.

Put your cape on and be the next influencer marketing superhero.

If you have any questions or some great social media influencer tips of your own, please get in touch or share your ideas below. If you’d like a free demo on how Talkwalker will help your influencer marketing strategy, just click.

influencer marketing influence marketing