Social Media Influencer Marketing - A Niche to Prosper

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SOCIAL MEDIA INFLUENCER MARKETING - A NICHE TO
PROSPER
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INTRODUCTION
A decade ago, marketing services were confined to
a few celebrities and bloggers but now, with the
rise in the usage of social media platforms like
Instagram, TikTok, Facebook, etc., it has become
an easy task to reach the desired community.
Pages on these platforms act as a source to meet
and greet audiences with the same tastes having
same interests. Social media marketing agencies
play a huge role in setting up an aura of desired
archetype, which makes this business a cakewalk
for the influencers, provided the social media
management company takes care of their
coast-to-coast activities.
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TYPES OF INFLUENCERS BASED ON RANGE AND REACH
Mega-Influencers- They are also called celebrity
influencers who have a reach of about 1 million
followers. These include actors, athletes,
musicians, etc. who are often reached by high-end
or luxury brands for their huge reach to the
followers. Like Christiano Ronaldo Macro-Influenc
ers- They have a reach of about 1 lac to 1
million followers who become known personalities
due to their content creation. They are often
reached more by Start-ups, Non-Profit
organizations, Hotels, Airlines,
etc. Micro-Influencers- They have a reach of
about 10k to 1 lac followers who grab attention
through content creation, rightful interactions,
and recommendations for general products. Due to
their organic content, studies have shown that
they have a 60 higher engagement rate than macro
influencers. Nano-Influencers- They have fewer
than 10k followers but have a strong hold over
the audience due to their personable content and
genuine engagement with the audience. They are
reached by local businesses and artisans for
cost-effective campaigns.
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POINTS TO PONDER BEFORE SELECTING AN INFLUENCER
1. Choose the Right Influencers Just looking at
the reach of an influencer is not going to help
the business. One must make sure that the
selected influencer is goal-oriented and his/her
past campaigns must be taken into account. If you
wish to attract the general crowd for your
product, then you should approach macro or
micro-level influencers instead of mega ones. If
the reach of your product is not as per the
targeted audience, the whole campaign will be in
vain.
2. Measure the Success of the Campaign with
Traffic on your Website If the campaign leads to
traffic on your website, it means that it is
successful. KPIs (Key Performance Indicators)
must be assessed before and after the campaign to
measure the reach of your influencer to the
targeted audience.
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POINTS TO PONDER BEFORE SELECTING AN INFLUENCER
3. Keep Everyone on Track One must ensure that
the influencer and the business have common
interests in the campaign. Both must be aligned
to restrict the clashes in terms of the interests
of both parties.
4. Hold Influencers Liable Establish clear
expectations and benchmarks for the influencers
to be reached. They must be aware of the type of
content they need to post to magnetize the
maximum crowd toward the product. If they align
with the suggested terms and conditions of the
company, they can be chosen further for
endorsements.
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AND, ITS A WRAP!
Social media has proven to be an asset for social
media influencer marketing. It has reduced the
strain of putting huge billboards of products in
every nook and corner of the cities. It has also
given rise to several places where artisans or
local businesses can exhibit their products using
minimal resources. Social media marketing
agencies have evolved to be the gateways of
success for influencers. Not only do they have
increased the reach of products to the public but
also they have been able to attract a lot of
crowd due to their organic content and following.
Social media influencer marketing is proving to
be a thriving business for both the influencers
and the companies due to their huge captivating
ability for the audience.
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