Ever heard of influencer marketing? It is a set
of work and promotions with digital influencers and communicators. In other
words, it's speaking to your audience through their beliefs.
Hiring a digital influencer brings your target
audience closer, humanizes your business, and can, in turn, attract more
customers. Amazing, isn't it?
Want to learn more about how to apply this
strategy to your brand? In this guide, we will help you understand this
marketing model better. Check below!
a digital influencer do?
First, it must be understood that there are
digital influencers. Its appeal is based on its ability to communicate, create,
distribute content, reach and engage the public, creating conversations on
social networks, on the streets, in style, and in social locations.
An influencer is a personality that combines
different things in terms of accessibility to people. And shows how it can be
useful, fun, and interesting in everyday life without selling price or offering
it without selling through content creation, stories, tests, and reviews.
work with a digital influencer?
A good strategy should include the use of
influencers. As audiences move up the marketing funnel used, focus on profiles
that interact with communities to gain loyalty and recognition.
Despite the similarities that may describe
certain audiences, there will be a great variety of profiles and preferences
among them. So brands that know how to balance communication across different
influencers and activations will get the best engagement and results.
Influencer marketing should work as a campaign to
support brand action.
This must be combined with short, medium, and
long-term plans where the brand does not have to go easy.
But how to
use Influencer Marketing?
From real situations! An influencer can expose
their product or service in everyday situations, generating identification in
the audience that accompanies them.
For example, if your brand is a clothing store,
why not partner with a fashion influencer? She can share outfit tips, the best
occasions to wear them, and promote a new collection.
Brands like Zara Clothing are good examples of
companies that have built a strong team of influencers. Some names are Jade
Picon, Giovanna Ewbank, and Whindersson Nunes. Since this partnership, the
brand has become the third most recognized streetwear label in the world. Do
you already see the power an influencer can bring to your business?
And where to start with influencer marketing?
Have well-defined goals;
Map ideal influencer profiles;
In-depth analysis of each
influencer (through the full metrics included in the media kit – tools that let
you understand more about who they are, what they stand for – as well as their
Monitor influencers' returns (but
don't forget, their role is to promote your product, not necessarily sell it).
1. Have well-defined goals
So, study very well what your goals are before
hiring a face that will stamp your brand's actions
For example, what do you want to achieve through
the partnership? Improve your sales? Introducing a new product? Improve your
brand's reach? With this, it is much easier to create a good strategy and
select influencers that best match your goals.
Remember that the digital influencer also needs
to be in the same niche as your product! There's no point in trying to sell him
a product that doesn't match his profile. For example, if your product targets
40-year-old women, you're not going to hire a 20-year-old influencer, right?
2. Map the ideal influencer profile
So you can sort creators into categories: mega
influencers, macro influencers, micro-influencers, and nano influencers. What
is the difference between each of them?
Mega influencers are often more famous than
influencers. They often have very diverse audiences with different interests.
An example of a mega influencer is Bianca
Andrade, also known as Boca Rosa, with over 18 million followers, the
influencer has already partnered with multiple brands.
Unlike most mega influencers, macro influencers
usually gain fame through the Internet.
In the micro-influencer category, those with
1,000 to 100,000 followers make it. They have a close relationship with their
audience and are usually focused on a specific niche or area (eg fitness,
fashion, travel, etc.).
At first glance, the following numbers may seem a
bit off-putting but make no mistake. The target audience of micro-influencers
is usually highly engaged with the content. Also, it is much cheaper for brands
to collaborate with a micro-influencer.
Nano influencers, a relatively new category in
the market, have 1,000 to 10,000 followers; They are consumers who are
increasingly gaining influencer status. They are characterized by high trust in
their audience, even if they do not have such a wide reach. The conversion
potential is very high with a partner like this.
3. Deeply analyze each
Out of choice! Its credibility, authenticity,
engagement, the format of content produced and campaigns are already underway
and it won't stop there.
It is crucial for influencers to express their
personal values and act accordingly. This is what brings the creator closer
to his followers, as a group of people identify themselves and look to him as
an example. Thus, when running a campaign, it is imperative that digital
influencers and brands share the same values.
So, if your brand has policies like using
cruelty-free, vegan and sustainable items, it's interesting to find an
influencer who shares the same vision. After all, you don't want to link your
product image to a creator who doesn't have the same beliefs as your business.
The tip is: To hire influencers who have an
audience similar to your brand's consumer audience. Research influencers based
on your personality and understand which profiles are important to them.
For example, if your persona is a grown woman
with children, she will likely identify with influencers who have a similar
life or profile, which serves as a reference for her lifestyle.
Finally, be sure to read comments on posts and
ask for a printout of the insight fields that show the age and location of the
audience following you. This way, you can identify which followers have
purchasing power or are interested in buying your product.
4. Monitor influencer feedback
An influencer marketing strategy may involve just
one influencer, but it's not just about the influencer. Think about how you can
use your other channels like YouTube, LinkedIn, TikTok, and Facebook to
increase the reach of your message.
Returns should be monitored against campaign
objectives. For example, if the goal is recognition, then the number of people,
impressions, and new site visitors are important metrics and should be tracked.
When considering targeting, you should measure
how many people are willing to use your product. For this, check the number of
content saved on Instagram and the increase in Google searches and followers.
For a conversion campaign, the focus should be on
leads generated, coupons used, downloads, or e-commerce conversions.
Manual search often requires a more thorough
analysis by brand. Thus, having an organization that optimizes this process is
influencers bring results for brands?
It depends on which results you consider and
which metrics are associated with business growth. There are two essential
Measurable: deals with objectives
that can be monitored through goals and metrics that are part of the strategy.
From base growth to
sales, leads, engagements, quotes, referrals, and everything else that is
directly linked to financial results. Establish starting points and follow them
to the end.
Not measurable: Communication campaigns do not always have
immediate commercial returns. Especially when it comes to increasing
visibility, building social capital, and attracting new brand lovers for
In this case, it is important to develop measures
that validate the actions carried out in the campaign through questionnaires,
polls, and interviews with the desired audience profile.
We have an
FameNet helps you choose the ideal influencer.
So, while you take care of growing your business, a team of experts takes over
the entire process of campaign curation, contracting, and monitoring – from
creating briefings to the final delivery of content. Perfect, right?
Finally, do you want to learn more about
consulting and influencer marketing in social media or other aspects of the
digital world? Follow us on Instagram and our blog. We always have news on the
air. We talk about several things that will help your brand stand out in the
market and win over your audience!
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