Influencers have Successfully working become an indispensable part of the media and marketing landscape. Influencers allow you to bring your product or service to the attention of an engaged audience. It is, as it were, a form of word-of-mouth advertising. For example, 80% of consumers have made a purchase as a direct result of content they saw on social media. But how do you use influencers? Read this article to find out how! For example, does it work for every type of organization, and what are the do’s & don’ts for working with influencers?
What started mainly as a form of entertainment with people like Kim Kardashian, who grew from personal assistant to billionaire with 346M Instagram followers thanks to a leaked sex tape. And YouTubers like Monica Geuze and Enzo Knol, has evolved into a powerful marketing tool.
Many organisations like to use this: make-up brands have a permanent face for their line, festivals promote their event via enthusiastic ambassadors and fast food chains let big stars put together a special menu. For some companies, the step to influencers is perhaps less obvious or ‘easy’ made.
Is using an influencer right for my organization?
How do you use influencers, for example, if you work for a non-profit organization? Can you also use them for a less sexy product such as insurance? And can the target group of your product or service even be reached via influencers? Good news: influencers are everywhere. More and more types of creators are emerging: from so-called kidfluencers to very old fashion icons or even virtual influencers such as Miquela or the Dutch Esther Olofsson .
So there is a good chance that among all those different people -or robots- there is an influencer that fits your organization. During the SocialToday Event, Tamara Couperus of Crocodile Agency explained how you can determine whether or not an influencer fits what you want to sell or bring to attention. Consider the following questions:
Where is your target audience?
Consider which channels your target audience spends their time on. Do they watch videos on YouTube, do they scroll through their For You Page on TikTok for hours, or is it better to reach them via a streaming service like Twitch? This will influence your choice because not every influencer is present or relevant within every outlet.
Who is your target audience?
How old are they? Where do they live? What do they find important? What topics do they find interesting? Creating personas or communities can help give your target group a face.
Who does your target group appeal to?
Think about which people are interesting for your target group. Who do they see as an example and where do they get their inspiration from? Based on that, you can better estimate whether paraguay email list 230751 contact leads there will be a match between your organization, an influencer and what you want to spread through them.
Tamara Couperus at SocialToday Event about influencer marketing
Speaker Tamara Couperus at SocialToday Event. (Photo: Kevin Verkruijssen, 2023)
Match made in heaven
And what next? The most important element for a successful subdomain or subdirectory – which is better for collaboration between brand and influencer is a genuine match. If someone is a true fan of your product or service, they have an intrinsic motivation to commit to your company. Moreover, followers know the creator well, so they will notice if america email list a collaboration is all about money and not about real enthusiasm.
But this also works the other way around: an influencer knows his/her followers well. They not only know what products, services, events and goals they will find interesting, but also what content appeals to them. Both Danny Membre of JAMC and Tamara Couperus of Crocodile Agency emphasize during their sessions at SocialToday Event that it is smart to get a creator involved early and let them think along about the way in which they are going to promote your product.