What Is An Influencer?
A person who guides their audience’s purchasing decisions on social media.
An influencer is someone who an audience trusts to share recommendations and opinions on social media. These opinions and recommendations can help guide their audience’s purchasing decisions.
What Is Influencer Marketing?
A social media marketing technique where companies use influencers for marketing their products or services.
Influencer marketing increases brand awareness, builds credibility, and drives purchasing decisions.
60% of marketers reported that influencer-generated content performs better and drives more engagement than branded posts. Follow these 7 steps to get started working with an influencer:
1. Outline Your Goals
Influencers can produce different results for your brand based on your wants. Here are a few examples:
2. Identify Your Audience
Are you trying to target a new audience? Or target your current customers? Develop audience personas to understand the intended audience.
Engage with your social media personas to find the right platform and the right influencer for your campaign.
3. Set Your Budget
A budget helps identify potential influencers and campaigns to reach your target audience effectively.
Influencer rates vary based on the platform, the number of followers, the types of content, and your business goals. The standard influencer rate is shown as follows:
Influencer Earnings Per Post
- Nano-Influencers: $10-100/post
- Micro-Influencers: $100-500/post
- Mid-tier Influencers: $500-5,000/post
- Macro-Influencers: $10,000+/post
- Celebrities: Varies, usually $50,000+
4. Determine Your Platform Strategy
Choose the right social media platform to produce results for your goal.
Now that you have the platform, select content for the influencer to post. Check out the influencer marketing ideas below to guide your strategy.
5. Find The Right Influencer For Your Brand
Research influencers to reach your target audience and produce desired results. Use the 3 R’s to choose an influencer.
Reach: The number of potential people the influencer could reach based on their follower baseRelevance: The appeal an influencer has with your target audience
Resonance: The influencer’s potential to increase engagement, conversions, and awareness
Keep your goals in mind when determining the influencer. Want to grow your reach? Shoot for a mid-tier influencer or higher. Want to connect with your audience on a smaller scale? Go for a nano or micro-influencer.
6. Share The Content
Create a content calendar to schedule influencer posting days. Use this calendar to schedule times for your business to repurpose the content to maintain the relationship with your followers.
Get started with your content calendar to start planning your influencer marketing strategy. CoSchedule Marketing Calendar creates, schedules, and publishes social campaigns to promote your initiatives.
7. Measure The Results
Ensure your influencer marketing strategy is producing results to understand your success rate.
CoSchedule tracks engagement analytics for all messages on Facebook, Twitter, Instagram, and LinkedIn pages. Use CoSchedule to view data for a specific social message or social campaign to measure your goal’s success.
1. Share Product Tips
Share product tips to inform your audience about the different ways to use a product. Post product tips that many audiences can use to attract new customers.
2. Start A IGTV Series
Instagram TV (IGTV) series allow influencers to educate viewers with multiple videos. IGTV series provide value for your audience to increase customer confidence in your company.
Tarte Cosmetics posts influencer content to their IGTV series.
3. Promote Content With In-App Advertisements
87% of people claim that they followed a brand, visited the brand’s website, or made an online purchase after seeing an Instagram ad.
Promote Instagram content with Ads Manager to turn content into paid advertisements. Paid advertisements direct the message to your target audience and reach more viewers.
4. Host A Giveaway
Influencers host giveaways to increase engagement and encourage social sharing of the post.
5. Take Over A Brand’s Account
A “takeover” occurs when an influencer posts content on the company’s social media account. Takeovers allow followers to connect with someone outside the company to build the brand’s perceived value.
The University of Minnesota Bookstores allows brand ambassadors to take over the TikTok account.
6. Host A TikTok Live
Use TikTok Live to host a conversation between influencer and their audience. The influencer shares recommendations to increase brand awareness and encourage purchasing decisions.
7. Create Get-Ready-With-Me Videos
The hashtag #GRWM has more than 59.5 billion views on TikTok. Influencers film get-ready-with-me videos to promote brand products while creating a personal connection with the audience.
8. Test Out New Products
Send influencers new products to try on TikTok. Influencers give their reviews on a product to boost your credibility and increase the volume of new sales.
9. Record Your Reviews
More than 60% of consumers watch YouTube review videos. Review videos help consumers make purchase decisions with in-depth content.
10. Film Unboxing Videos
Over 90,000 people type ‘unboxing’ into YouTube’s search bar every month.
Unboxing videos show the audience the details of a product – the packaging, the delivery process, and the initial reaction – to strengthen the product’s position.
11. Post Haul Videos
40% of haul video viewers will visit the companies mentioned in the video. Haul videos share multiple products from a brand to increase product awareness.
12. Create How-To Tutorials
Post an instructional video to provide the audience with valuable content. How-to tutorials introduce your product to viewers to generate leads.
13. Join A Discord
Discord is a communications app that allows users and businesses to share voice, video, and text chats. Start a discord channel for your company to improve the consumer experience.
Allow influencers to share their thoughts on your brand within a channel to promote your business and encourage their followers to subscribe.
14. Create Guest Blog Post Content
Allow the influencer to create content for your business’s website. Attract a new audience to drive webpage traffic.
15. Speak On A Podcast
Speak on an influencer’s podcast to establish topical authority in your niche and create a connection with the audience.
16. Go Live On Amazon
Amazon Live is a streaming feature for Amazon influencers to promote products. This influencer marketing idea improves brand exposure and empowers consumers to make a purchasing decision.
17. Create Product Pins
Product pins highlight shoppable products in a Pinterest image. These pins provide an updated price and product description from your website.
64% of Pinners say they go to Pinterest to shop. Pinterest influencers “tag” your products to increase sales and create a seamless shopping experience.
1. Ryan Deiss
Influencer: Digital Marketing
“Speak like a human, don’t pretend to be something you aren’t, and above all else…tell the truth!”
– Ryan Deiss, Founder and CEO of Scalable and Digital Marketer
Deiss influences followers to implement the best digital marketing strategies and tools for business growth with The DigitalMarketer Podcast and the DigitalMarketer website.
2. Neil Patel
“Chase quality engagement, not just higher numbers.”
– Neil Patel, Co-Founder at Neil Patel Digital
The NeilPatel blog educates readers about digital marketing trends and strategies to build an online platform. Patel uses his platform to grow his businesses and directly influence the purchasing decisions of his audience.
3. Gary Vaynerchuk
Influencer: Social Media
“The right influencer will be authentic and gives you the best creative at-bat for meaningful distribution to a relevant audience for your brands.”
– Gary Vaynerchuk, CEO of VaynerMedia
Vaynerchuk motivates his audience with advice on common business issues. Vaynerchuk famously influences his 14.9 million followers on TikTok to become more successful with specific techniques and tools.