Jay Baer offers mind-blowing advice: “True influence drives action, not just awareness.”
People trust influencers more than brands! If your best friend tells you about something you are more likely to believe it than if you get hit with a random Facebook ad.
As social media continues to thrive, there are increasing opportunities to capture new customers online.
Facebook, Instagram, Twitter and Snapchat combined gives your brand direct access to over two billion people.
Almost 90% of influencers write a blog. One best practice is to send an influencer free products in exchange for a review on their blog. Bloggers are also active across many online platforms.
What Is A Social Influencer?
You may have noticed “web” celebs that endorse products to their followers. These “social influencers” have become paramount to businesses looking to increase their revenue. It’s like having an extra player on the field.
Targeting the right one can give your brand or product direct access to hundreds of thousands of potential customers.
A recent Twitter study shows that 40% of users have made a purchase based on a tweet from a social influencer. A tweet from the brand and social influencer increased sales 5.7x.
Works best for the younger, aged 13-24 demographic. They take their influencers seriously. Variety shows that 8 in 10 of the most influential people for teen audiences are YouTube stars.
That number keeps growing every year, pushing traditional celebrities further down the list. The only people my age would recognize in the top 10 are Taylor Swift and Bruno Mars. The rest are internet sensations that people born before 2000 won’t have any idea who they are.
But if it’s food related, don’t count out the increasing number of middle-aged women flocking to social media. Since social media followers “opt-in”, they are an engaged audience. It’s not the same as using a billboard or TV commercial.
Almost half of all internet shoppers use an ad blocker. Even when those pesky ads slip through the cracks, no one appreciates them. Those days are O-V-E-R.
Brands are spending over a $1B per year to have influencers market their goods.
That number will double by 2019.
And why wouldn’t it? An eMarketer study showed companies made $6.85 for every $1 spent using a social influencer. Retail and apparel yields over $10!
Navigating the social media sea can be a daunting task to say the least. Thankfully you are not alone.
There are companies like TopRank Marketing [insert URL], TapInfluence [insert URL], Influence & Co. [insert URL], and Terakeet [insert URL] specialize in helping your brand team with influencers that are perfect fits. They have the benefit of being able to approach, value and assist in the early stages of partnership. They decrease the cost per post because they know what to pay influencers.
The Internet Mavens
An influencer can command $50 to the top ones charging $500K per post! The average amount of followers a paid promoter has is 32,000 according to Media Kix. Micro-influencers (10,000 to 90,000) have almost double the percentage of “likes” and “comments” on social media. They are worth looking into for small to medium sized companies.
Beware of fake followers! It’s a form of fraud on social media accounts that inflates a person’s engagement rate.
Influencers are tight-knit groups. 88% of them tell other influencers about products they use. Ever seen how many Crossfit athletes use FitTea?
Even better news for brands is that 72% of them will share the product with NO contractual agreement.
Make sure you know your target audience. Don’t have a teenage skater IG hero repping a new gluten-free workout bar. The clearer the message, the better your odds are of conversion.
It’s important to let the influencer create the content, not YOU. Otherwise, it will look like what it is… an ad. It needs to feel natural and authentic to have the most impact.
Choose someone on the rise. It will be cheaper and you can “grow” with them. If you have a half a million clams lying around, by all means, go chase Ariana Grande. But paying someone $100 that is considered the go-to spokesperson in their respective industry will go a lot farther.
As with all campaigns track and analyze. Determine your KPI’s before the campaign starts. The data will be more meaningful that way. If the numbers are popping off the page, continue to hammer away. If they don’t feel right, tweak the campaign until your brand is printing money.