Digital Influencer Marketing: The Game of Digital Influence in Marketing

By James Robert- May 26, 2023 54

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!

 

What does 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.

 

How to 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 portfolios);

      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 influencer

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 very important!

 

Do influencers bring results for brands?

It depends on which results you consider and which metrics are associated with business growth. There are two essential analyses:

 

      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 long-term profits.

 

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 amazing Casting

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!

 

We guarantee you won't want to miss any of our posts.