How Does Influencer Marketing Or Influence Marketing Work?

By Mike Reiss- May 13, 2023 65

Influencer marketing is one of the most used and profitable digital marketing techniques. With the rise of some social networks like TikTok and Instagram, being an influencer has become an obsession for many youngsters. Especially because in this trend they see an opportunity to gain fame, income, and everything that affects such assignments. 

Thus, in this article, we will learn more about influencers, who are they? Are there any types of influencers? What tactics do they usually adopt? How would that be? How to catalog them? Among other ideas. So we start with the basics.


What is an influencer?

It is a fictional person, brand, or topic that has gained a great presence and credibility on social networks through the content of interest. Hence, it has a large number of followers from various categories. This reputation and communication of the influencer allow him to influence his followers and users of the social networks in which he is present. 

It has been able to stand out on dominant digital channels, particularly Facebook, Instagram, and TikTok, as well as video platforms like YouTube. Similarly, according to each social network, the influencer is known as a Facebooker, Instagrammer, TikToker, and Youtuber. In all cases, not the official designation or assignment of the same platform, it is the popular way they are known.


What is Influencer or Influence Marketing?

Influencer marketing is a type of strategy that some brands use extensively to connect with specific audiences. Thus they seek to transmit a brand's identity, values ​​, and communication objectives through an influencer. This marketing strategy is not entirely new, as it has always been used by traditional marketing, but under the brand image modality. In it, a brand hires an opinion leader, athlete, actor, and television presenter among others. These characters become the face of the brand through an exclusive or consensual agreement. 

Likewise, this type of digital influencer marketing is highly efficient as it allows you to build credibility in a specific way. This is achieved by leveraging the influencer's credibility and everything he represents to associate him with the brand. This is why brands are looking for new influencers who enjoy credibility or are experts in a particular topic. This way, your reputation quickly becomes associated with your brand, allowing you to create quality content and amplify your message to reach an audience of influencers. This saves time and advertising processes that are often very expensive for brands.


Types of Influencers Needed in Influencer Marketing

To determine the type of influencer we had to consider the most important aspects of influencer value analysis.


1.     Mega-influencers

Mega-influencers are usually stars or influencers who have a background in career, time, fame, and number of followers. They usually exceed a million followers on the network, which ensures a great reach, but this will only be achieved if they enjoy high interaction. 

Becoming a mega-influencer is every influencer's goal, as brands cataloging this way consider it a good option to position themselves. This way they will be able to receive content that influences followers to take into account the brand promoted by the influencer.


2.     Macro-influencers

A macro-influencer has more than 100,000 and less than 1,000,000 followers on their social networks. It is usually in the growth phase, so its engagement is usually higher and in many cases double that of mega influencers. Additionally, the return on investment for the brand is very profitable compared to what was invested. This is because their rates are generally lower than those of mega-influencers.


3.     Micro-influencers

Micro-influencers are influencers with more than 10,000 and less than 100,000 followers. Similarly, its reach and engagement are usually higher because it is in a growth phase. Determining the value of a micro-influencer will depend on the profile of their followers, the category of their publications, and the level of interaction. His engagement rate is again higher than mega influencers but his reach is less. Thus, they are particularly suitable for brands with low marketing impact.


4.     Nano-influencers

They are not always recognized by big brands because they usually have less than 10,000 followers. Although they have very high engagement and conversion rates, the difficulty for brands is still within their reach, as visibility requires gathering multiple nano-influencers. Only in this way can you guarantee real visibility at the local, regional, or national levels. What might not work in the endeavors and goals you want to achieve?


Importance of influence marketing or influencers

Influencer marketing has become a legitimate strategy with effective results. It often allows new brands to gain legitimacy with specific target audiences to whom the influencer is directed quickly. With results that are reflected in sales that provide an immediate return on investment. 

The importance of influencer marketing is the correlation that exists today, with new consumer buying habits. Considering the trend of ecommerce affects the digital budget of many companies. So, influencer marketing will help us to improve visibility, and credibility and get a significant increase in sales of services and products. And that's how you reach a goal that's committed to the influencer. 

Influencer campaigns can increase conversions and help drive quality traffic to our website. In other words, potential customers visit a website or digital platform with the goal of purchasing a product. Unless the influencer has the credibility needed to influence a purchase decision or create enough incentive to motivate their followers to buy the product or service. 

It is important to be aware that the importance of influencer marketing is not always in the number of followers it has. In reality, it prioritizes the influencer's ability to create an experiential connection with their followers or fans.


How influencer marketing works

Influencer marketing works by building relationships between brands, influencers, and their followers. Its objective is to expand brand reach and influence the consumption habits of influential audiences. Therefore, it is important to have a projection of the influencer's reach with the content. This way you can estimate the influence of the brand on the influencer's followers. 

The process of operation is very simple, the influencer uses the product or service, mentions it, or interacts with it publicly. Then your followers, fans, and users see it, verify it and it creates instant interest. This can be reflected in comments on your posts, stories, videos, or live connections. Instead, interest will generate inquiries, messages, forms, sales, and conversions in e-commerce. Then, based on quantity, quality, and conversions, your efficiency will be measured.


How to do influencer marketing or influence?

To begin an influencer marketing plan, one must identify the people who are considered to be influential in the subject in which the brand is classified. In this way, it will be possible to filter and view according to cost, which influencer or influencer is most suitable for the brand. It targets the type of audience and what the brand is willing to spend. 

It is important to consider that the brand is not addressing the general public, but rather a specific public, which is a heavy user of social networks. It's also important to understand that no matter how much the brand uses that audience, it's not the brand's, it's the influencers. But once this user decides to follow the brand, he becomes a true follower.


Actions to be carried out by the influencer

Once influencers are identified, whose followers are very similar to the brand's target audience, the influencer is asked to perform certain tasks such as: 

1. Mention the brand or product

Influencers mention brands in their publications to generate recall and interest. 

2. Interaction with the brand or product

Influencers use something related to a product or brand to generate interest among their followers. 

3. Experience with the brand or product

The influencer shares his experience with the brand or service, aiming to validate it and give it credibility. So, its followers, fans, or users depend on the brand support influencers give it. 

4. Brand or product recommendation

The influencer recommends the product or service directly to the public, attaching all his credibility as a brand influencer. This implies a greater responsibility of the influencer towards the brand. 

Once an agreement is reached with the influencer, a publishing schedule with detailed actions should be created. Which must be confirmed via email as a contract, or a commitment for the provision of services. Thus, a formal commitment is created between both parties, the brand, and the influencer.