Everyone seems to be a social influencer these days, including bloggers with popular pages, micro-celebs doing brand pushing stuff, and even YouTube stars who have risen to fame by making videos about daily lift, their hobbies or their fields of interest and learning. And of course, businesses everywhere are looking at the best ways to engage.
So how best to leverage this reach without wasting cash on a lot of likes but very little ROI? How to connect to the best influencer for your particular offering?
The state of play right now
According to a study published by Collective Bias, “Around 70 percent of the Millennial generation have their buying decisions influenced by their peers, and that represents a huge proportion of people relying on others to recommend new products to them, often now through the interconnected social space online”.
The same study found that, “Facebook stands to be slightly ahead of YouTube in the battle for the most influential social platform, with 19 percent and 18 percent of consumer purchasing being influenced by posts on the platforms by influencers”.
It’s also worth noting that influencers don’t strictly have to be humans – wonderfully (or ridiculously, depending on your take of social and its good and bad), animals can be influencers too.
Useful Influencer A: The Authority
Let’s begin by starting with an oft overlooked group in terms of their potential importance versus their perceived importance. Persons in a position of authority (social media wise, we mean) in your area of expertise/business are naturally the ideal people to outreach to for influencer marketing. They are able to command audience attention and they will also have a following. It’s also worth noting that these types of committed, industry leading people likely to be highly and regularly active on their channels. A link from an authoritative source back to a brand can be incredibly important for ranking factors, especially with an .edu or a .gov source.
Useful Influencer B: The Advocate
Advocates are already influencers for other brands, so when reaching out, it’s important to recognize and potentially discuss any conflict of interest. There may also be non-disclosure documents involved which can protect both of you. These types of influencers are popular because they are always on the lookout for a brand they could represent, and hopefully will already have a feel and understanding on how to post to get the optimum results client side.
Useful Influencer C: The Celebrity
These are the most influential people with masses of followers and typically will have nothing to do with your actual brand (or products, often). It’s a simple pay-for-use-of-your-status deal, with all of the good and bad this implies.
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