If you think that the wave of influencers is coming to stay, we have a statement to make you: they have already arrived, they are dominating the internet and they have already left behind the title of "trend" and assumed the post of reality!
And not only reality in the entertainment world, but also in the business world. Companies find a very effective way to advertise their brand, product or service to these people.
This market grows a lot. Only among young people, influencers are in second place when it comes to helping their decision making. 57% of the people interviewed by the Qualibest survey, said they rely on internet celebrities to buy something.
It is a really high percentage, and several companies are keeping an eye on this data to develop perfect marketing strategies to attract this consumer niche.
To achieve good financial returns in a campaign, it is essential to know how to negotiate with influencers. Read this post and understand more
What are influencers?
Digital influencers are professionals who deal with the public predominantly on the internet, producing content for a niche that has them as a kind of authority on a given subject.
There are already a plethora of these people scattered over the internet. Each dealing with a type of content, for the most varied audiences.
They are on Instagram, on Facebook, on YouTube channels. Everywhere! There are those who dominate all platforms, other specialists in specific media. It doesn't matter: they are a powerhouse and can be an ally in your business.
What is the importance of influencers?
Influencers, thanks to their dominance on platforms and high power of engagement with the public, have become excellent ways to publicize their brand. But does not stop there.
They add authority
The first point of importance to be observed in influencers is their role as an opinion maker before the people who accompany them.
They are an authority for the public, who see them as someone with dominion over what they talk about. So, having your product or company associated with this image can yield good results.
Have a targeted audience
Another aspect is that audience segmentation. Often, especially for a company that is starting now, this requires many strategic actions. Because it's not just about segmenting your audience, it's actually reaching them.
The digital influencer has it ready for you. The only concern you need to have in this regard is to find the ideal influencer for your brand, which has an audience with a profile close to your persona.
They are on several channels
Being present in several digital media that the internet allows is very easy with influencers. As you’ve read here, they have a wide domain across multiple web platforms, from Twitter to blogs.
And not only are they there: they have a good command of these means, even though some may find it easier with one network than another. This, of course, allows you to reach different types of audiences, as there are - often - different people profiles for each network.
The audience is engaged
You have probably seen a video or read an expert review on a subject before purchasing a product, be it a toaster or pharmacy software. Now, imagine this on a much larger scale, within an influencer's follower base.
Thanks to the persuasive power that the influencer has with his audience, word of mouth marketing becomes a good strategy to sell more.
Possibility of quick results
In some cases, a link in an influencer’s Stories is enough to attract dozens, hundreds or thousands of people in a single day to a website or a shopping cart.
When analyzing the partnership with metrics, it is possible to find the best opportunities and understand the behaviour of the public.
Another important factor is that, if these results are not achieved the way you wanted, it is easy to see that and break the partnership with the person. Of course, always, within the agreements, you establish with him.
But, in order not to let that happen, you must take some factors into consideration.
What to consider before choosing a digital influencer?
As famous as the influencer or as present as he is on the networks, it is not that easy to choose one to be your spokesman on the internet. To decide on, you need to pay attention to some details.
Operating Channels
Where does the influencer act? It is important that you think of a name that has the power to act in the most varied types of media that the internet supports today.
Analyze the person's performance in the most varied media, from Twitter to YouTube channel. Don't see if he's just there with his @. Make sure he is active, maintains an engagement that can offer you a good audience in addition to a specific media.
Type of content produced
As you have read here, digital influencers have a wide dominance of many social networks. Some are easier on one medium than others.
Therefore, it is necessary to pay attention to this fact because, not always, specific media may not be the most ideal for your brand.
Content such as videos on YouTube can give more returns than posts on Instagram, for example.
In fact, within Insta itself there is a mix of ways to promote a product, with Stories, IGTV and even a post. Each has different characteristics and potentials. So, understand which one makes the most sense for your business.
Engagement of followers
Well, it is a fact that these new internet celebrities are very engaged with their audience. However, you need to know how much data it can collect for you.
So here are some metrics to think about:
- how many followers he has on his networks;
- the average number of views in videos;
- shares, likes and comments: numbers so that you can analyze in practice how much engagement the influencer can offer you with sponsored material.
Authenticity
Could it be that if a particular digital influencer starts talking about his brand, would people believe that it is authentic?
It is no use asking a super cool and fun person - who publishes to young people about the world of technology - to talk about the 1943 vintage of a Cabernet Sauvignon wine that his winery is launching on the market.
Of course, a young person interested in the world of technology can know everything about the type and grape you use in your production, but does it sound natural for a digital influencer in this industry to talk about the subject?
Of course not?
So, think straight about what each influencer discloses and if it sounds natural for him to talk about your brand in the middle of his production.
How to negotiate with influencers?
If you were instigated to put an influencer in your marketing campaign, analyzed all the important details that you must do to choose one, now know how to negotiate with them!
Create bonds
When talking to an influencer, convince him by showing the attributes that made you choose him. Be friendly, show interest in a long-term relationship and how the partnership can help both parties.
Remember that, when promoting your product, it will incorporate your company's culture, so show the benefits it will have.
Offer samples of your products/services
Influencers gain fame thanks to the authority that the public gives them. And for him to be your ambassador in the same way that he influences people, you need to know your product or service.
So, don't forget to offer samples so that he doesn't just use or enjoy it, but can get to know in-depth what you want to disclose and answer questions that people may have.
Have well-defined goals
Having KPIs is critical to any strategy. But here, you need to be transparent because it is a partnership. Tell us what your intentions are with the influencer, how you want the actions to be disclosed, which networks and what you want to achieve in each one.
And never forget to record everything: from expenses to conversion numbers.
Be flexible to accept counter proposals
The relationship between you and the influencers must always be transparent. And it won't just be that way on your part.
The person will analyze if your brand and your strategy are advantageous for him, considering the possible negative and positive impacts. With this, changes in the format of the partnership may arise. At these times, be flexible and understand how these points can be worked on.
Create a relationship
Remember that you are supposed to bond with the chosen person right away? So, keep that idea throughout the campaign.
But not only with digital influencers, but also with the public. Engage with him, respond to comments, share content on your networks. Show a dialogue and bond with people who relate to the influencer.
Offer free gifts
Remember the followers and not just the follower: do not forget the followers of the digital influencer and offer gifts for sweepstakes or promotions.
A good strategy is to launch a sweepstake once your account reaches X number of followers, for example. Some companies offer exclusive discount coupons for the campaign.
What if my brand has its own influence?
Smoothly! Your brand may have its own person to act as an influencer.
As long as you are a charismatic person and you personalize your brand. Many companies use their own employees, for example, in this role. But, of course, the tactic applies to those companies that already have a certain audience. If your company doesn't already have it, think calmly.
In all cases, it is essential to use social media in the best possible way. And task automation cannot be left out. If you want to learn how to schedule posts and track your brand's performance on the web, read our post on the best automation tools for Instagram!
