How Does Influencer Marketing Work?

By James Robert- Mar 14, 2023 123

Influencer marketing is one of the most used and profitable digital marketing strategies. With the rise of some social networks like TikTok and Instagram, being influential has become an obsession for many young people. Especially because in this trend they have seen the opportunity to achieve fame, income, and everything that affects such assignments.


So, in this article, we will learn more about influential people, who are they? What kind of influencers are there? What strategies do they usually adopt? How? How about their catalog? Among other concepts. So we start with the basics.


What is an influencer?

A fictional person, brand, or topic has gained a great presence and credibility on social networks through the content of interest. So, it has a lot of followers from different sections. This reputation and communication with influential people allow him to influence his followers and users of social networks where he is present.


These influential digital channels have become unique, especially on video platforms such as Facebook, Instagram, and TikTok, as well as YouTube. Similarly, according to each social network, the influencer is known as a Facebooker, Instagrammer, TikToker, and Youtuber. In all cases, it is not the official position or assignment of the same platform, it is the popular way they are known.


What is Influencer or Influence Marketing?

Influential marketing or influence is a type of strategy that some brands use extensively to connect with specific audiences. Thus, they want to convey the identity, value, and communication purpose of a brand through an influencer. This marketing strategy is not entirely new, as it has always been used by traditional marketing, but under the brand image approach. In it, a brand has hired an opinion leader, athlete, actor, and television presenter. These characters become the face of the brand through an exclusive or agreed contract.


Similarly, marketing such digital influencers is highly efficient because it allows credibility to be built in a precise way. This is achieved by using the credibility of the influencer and everything he presents to connect him with the brand. This is why brands are looking for new influencers who enjoy credibility or specialize in a particular subject. In this way, your reputation quickly connects with your brand, allowing you to create quality content and expand your message to reach an influential audience. This saves time and advertising processes that are often too expensive for the brand.


Types of Influencers required in influencer marketing

To determine the type of influencers, we had to consider the most important aspects of the influencer quality analysis.


1.    Mega-influencers

Mega-influencers are usually stars or influencers whose background is a career, time, fame, and number of followers. They typically exceed one million followers on networks, which ensures a great reach, but this will only be achieved if they enjoy high interaction.


Being a mega-influencer is the goal of every influencer because brands cataloged in this way consider it a good option for their position. In this way, they will be able to adapt content that influences the followers to consider 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 busyness is usually higher and in many cases, it is twice as much as the mega influencer. Also, the return on investment for the brand is very profitable in relation to what was invested. This is because their rates are usually 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 the growth stage. Determining the value of a micro-influencer will depend on the profile of their followers, the categories, and the interactions that their publications have achieved. Its engagement rate is again higher than that of mega influencers but its reach is less. Thus, they are particularly suitable for low-budget brands due to the impact of marketing.


4.    Nano-influencers

They are not always recognized by the big brands since they usually have less than 10,000 followers. Although they have very high participation and conversion rates, the disadvantages of brands are within their reach, as they need to collect many nano-influencers for visibility. Only in this way can you guarantee real visibility at the local, regional or national level. The key is to work hard and achieve the goals you set out to achieve.


Importance of influence marketing or influencers

Influencer marketing has become a legitimate strategy with efficient results. This is because it often allows new brands to gain legitimacy to a specific target audience to whom the influencer is directed, quickly and with results that are reflected in sales that give an immediate return on investment.


The importance of effective marketing lies in the relationships that exist today, with the buying habits of new consumers. Considering the trend of ecommerce affects the digital budget of many companies. Thus, effective marketing will help us improve visibility, and credibility, and significantly increase sales of services and products. And in this way, you can reach a goal that is committed to the influencer.


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


It is important to be aware that the importance of effective marketing is not always in the number of followers. In practice, it prioritizes influencers to create an experience connection with their followers or admirers.


How does influencer marketing work?

Influential marketing works by establishing relationships between brands, influencers, and their followers. Its purpose is to expand the reach of the brand and influence the consumption habits of the influential audience. Thus, it is important to make a projection of the effect that the influencer may have on the content. This way you can estimate the influence of the brand on the followers of the influencer.


The operation process is very simple, using influential products or services, referring to them, or communicating with them publicly. Then your followers, fans, and users see it, verify it and it generates instant interest. This is reflected in the comments of your posts, stories, videos, or live links. Instead, interest will create searches, messages, forms, sales, and conversions in e-commerce. Then, based on quantity, quality, and conversion, your skills will be measured.


How to do influencer marketing or influence?

To start an impact marketing plan, it is important to identify the people who are considered influential in what the brand has categorized. Thus, it will be possible to filter and view by cost, the most suitable for any influencer or influencer brand. This has been noticed in terms of the type of audience and the brand 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 is also important to understand that no matter how much the brand is used by the public, it is not the brand, it is the influencer. But once this user decides to follow the brand, he will become a true follower.


The use of technology will determine the success of a campaign with influencers


However, what is clear is that only influential or well-known sub-topics such as travel, fitness world, fashion, beauty, fitness, lifestyle, music, or - festivals are also considered when thinking about influential people - tick talk publications or years. The most influential. These sections are no longer enough, now the use of technology is required.


Does that mean effective marketing isn't working or we're not going to see branding-centric campaigns? Not at all, we’re just going to see the horizons that we’ve expanded today thanks to the technology of the companies that allow us to further measure this kind of publicity.


Technology will be the basis of this change. Those who have the most precise technology, the best metrics, and the most qualified data will succeed in effective campaigns.


The creative/strategic part and technology will make the difference between a successful campaign and the controversy caused by the Ibiza Awards. It is conceivable that there will be more hybrid campaigns every day and this is a process that will take about two years.


And what’s more, we’ll see that this evolution towards hybrid campaigns will not only lead to a performance model but will also be hybrid in terms of merging two channels at the same time as an effective marketing and programmatic advertising in the same campaign.


Follow marketing and learn about the most current and outstanding things in the industry.