How Influencer Marketing Helps Expand Your Brand On Social Media
BY HEIDI MCIVOR ALLEN
“When you change one thing, you have the ability to change EVERYTHING.”
Social media marketing has become wildly popular over the last few years and influencer marketing is one of the most popular segments of social media marketing that your business may want to integrate into your marketing strategy depending on your budget! Influencers are those on social media who have quality, established reputations in their field and others look to them for advice, product suggestions and knowledge! Because others look to them for advice, they have a lot of followers on their respective platform of choice (some have social “clout” on multiple social channels as well). Collaborating with influencers on social media has the ability to align your brand with their followers and can increase the integrity of your products/services and allow your brand to be noticed by a wider audience on social media platforms.
Influencers have the ability to affect a consumer’s purchasing decisions based on their opinions and reviews of certain products. If they enjoy a product/service they typically will post videos/images of them using the product and provide insight. Consumer’s trust these influencers and are more likely to purchase the things they suggest and are using themselves. When following influencers on social media the consumer can see the product in use working over a period of time for someone else and is able to witness benefits and success first hand! These influencers aren’t always celebrities with big money contracts, but appeal to consumers as everyday people just like them!
Instagram is the most popular social media platform of 2021! Consumers appeal to instagram influencers because they view this type of relationship as genuine! These influencers are constantly posting themselves using the products and showing their followers first hand how they work and have personally benefited from it. This form of marketing has become so successful because it is evident that what the influencers are saying is not scripted. With traditional marketing it can be hard to tell if the paid actors/actresses truly mean the things that they are saying. Influencers are able to build relationships with their followers that are genuine and add integrity to the things that they say and the review they provide!
The cost of instagram influencers varies on a number of factors such as number of followers, engagement rate and industry. This allows for companies to select influencers that fit their budget and makes it almost impossible not to be successful in adding influencers to their team! As a social media manager, you will want to make sure that you’re choosing the right influencers for your brand! Check out the demographics of the influencer’s followers and make sure that it relates to your target audience. You always want to make sure that influencers have genuine content, engagements, and followers. Some influencers will have fake followers, or partner with companies that scam consumers. Do your research on each influencer before initiating a partnership, but it is fairly easy to decipher who is genuine and who is not! Also, for the more established influencers, you can also see if they have any reviews/case studies on successful partnerships in the past.
Over the years organic content on Facebook has declined, so influencers are a great way to provide your business with organic content. When we say organic, we mean not just sharing a link or image from someone else but something that is unique to you (and NOT paid). Influencers on Facebook typically work the same as influencers on other platforms – they provide videos, go on Facebook Live, host contests, and participate in cross promotions. Cross promotions means that some influencers work on multiple platforms at the same time. They can post the same things across all their social channels for a larger outreach.
You can find influencers on Facebook through a manual search by looking for influencers who’s followers match the demographic of your target audience. The manual process of looking for influencers can be very tedious and time consuming, but no need to fear, there’s a second option available – influencer identification tools! There are a plethora of apps out there that allow you to find the best influencers for your company such as Awario, Klear, Traackr, Buzzsumo and many more! These tools can be hard to understand and use if you don’t have the proper marketing experience, but not to worry – here at McIvor Marketing we are agency partners with Facebook (Meta Properties), Google, TikTok Advertising, Creator Network, and Spotify Advertising. We can help anyone with any of their online marketing needs! Reach out to us today to get started expanding your online presence!
TikTok is one of the best ways to reach Gen Z in marketing! It is incredibly popular and over half of TikTok users have made purchases from within the app! The way TikTok is formatted – with its short videos and endless scrolling opportunities – allows for a wide range of users to view content produced by a number of different content creators. You want to make sure that the influencers that you choose are posting interesting videos that resonate with their audience. Comedy and music videos are some of the most popular along with promotional videos. You want your influencers to combine all of these into one or provide a quality mix of the three! You don’t want these promotional videos to be basic or traditional – they will not go viral! The best part about influencer marketing is that it is seen as genuine and unscripted. Let your influencers take the wheel and get creative with the content surrounding your product, that is another thing to look for when deciding which influencers to partner with!
McIvor Marketing is also an agency level advertiser on TikTok and Spotify and we have a Creator Marketplace Login for TikTok to help clients find and connect with potential influencers! We know the game when it comes to being successful in marketing and we want to help you succeed in the best way possible! With our insight and hardworking team – we promise to help you achieve all your digital marketing goals – reach out to us today to get started on strategizing! Deciding if influencer marketing is right for you can be a big decision and not something you need to jump into today, but if your brand is ready for that next level UGC content, we can help you navigate.
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We are so glad you asked! From setups to start-ups to businesses in growth and transformation, McIvor Marketing has services to meet your needs. Not ready to dive into hiring a full-time marketing director? Are you just curious about how your marketing is performing? We can help you set up trackable ways to measure your marketing ROI with a project-based digital audit to help you find out what vendors are performing. We can also help you get your social media advertising portals set up. In addition to that, we also offer training on Google Analytics, Facebook Business Manager, Facebook Ads, Google Ads, Canva, as well as how to plan content and brainstorm ideas to help you grow through research.
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