With the emergence of social networks, we’ve seen the birth of an atypical profession: that of influencer. influencers. Today, everyone knows (more or less) what an influencer
. Thanks in no small part to certain celebrities who rake in the big bucks.
But as a company, do you know how to harness the power of these new business partners? new business partners ?
We tell you everything.
Definition of an influencer
A figure to start with: 21.3 billion dollars. The amount of money generated by the influencer marketing sector in 2023.
For your information: in 2016, this industry weighed just 1.7 billion.
Clearly, this business is on a roll. It has to be said that it appeals to companies, because.., Thanks to influencers, a company earns, on average, 5.2 for every dollar spent. Behind this booming market are communication communication experts who have succeeded in creating an audience around themselves
. Indeed, if we had to define the influencer in one sentence, we could say that it’s a who has a solid base of followers who are influenced by his creations (mainly video, but also text or podcast).
Today, we see several types of influencers:
- Nano influencers who have a limited number of followers (between 1,000 and 10,000). These are often ordinary people with a passion for a specific subject.
- Micro-influencers who have a limited number of followers (between 10,000 and 100,000). These are either professionals just starting out, or experts in very specific niche subjects.
- Macro-influencers who have more than 100,000 followers. Considered mid-range influencers, they generally have high engagement rates.
- Mega-influencers with up to a million followers. They generally cover broader topics and tend to work with high-profile brands.
- Celebrity-influencers who are the stars of the industry (well-known personalities or influencers followed by millions of people around the world).
In all cases, influencers are content creators who, thanks to their personality, have become authorities in specific sectors. Over time (and hard work), they have become veritable sources of information (or even media) for their audience. Subscribers trust them and are willing to follow them if they recommend a product or service.
That’s why they’re courted by brands looking forambassadors on social networks. The aim is to target a specific audience for specific marketing campaigns.
Note: in addition to sponsored publications, influencers can also talk about a product or service without being solicited by brands.. This has a far greater impact on the latter.
Why have influencers become so important?
The fact is, anyone can be an influencer. In fact, we all are, on different scales, since we are all capable of influencing those closest to us.
That being said, the reason influencers are so popular with their audience is above all thanks to their authenticity and their ability to get close to their users. Some have built up a reputation by talking about their personal experiences, while others provide honest reviews of products and services. What makes them more reliable than traditional advertising. In addition, influencers also create a sense of a sense of community among their followers
. They interact with their audience via comments, live broadcasts and question-and-answer sessions. These direct interactions help them build a loyal following and a real connection with their fans.
Above all, influencers have an innate ability to inspire others. They know how to use the right arguments and create compelling content to make people want to follow them.
In concrete terms, apart from celebrities (athletes, actors, singers…), an influencer is an ordinary person who has built up a community around his or her personality.. It’s this authenticity and closeness that makes you want to connect with them.
How do you work with an influencer as a brand?
You’ve probably figured it out by now: as a company, it’s in your best interest to work with influencers. But be careful: you need to establish a real strategy that takes into account your needs, your budget and your targets.
Every company would love to be able to work with the most popular influencers in their sector. But can you handle the sudden popularity of your brand? And, most importantly, do you have the budget to financially support this partnership without putting yourself at risk?
Our advice: choose influencers with real authority and commitment (not fake subscribers!). Start with niche influencers and evolve according to feedback. What’s more, you can start with one-off campaigns before embarking on a long-term business relationship. In all cases, remember that, for a partnership to be effective, you need to give it enough freedom to remain authentic. Clearly, influencers must truly believe in the products they promote
This is because subscribers can quickly spot insincere recommendations. It is therefore important for both parties to establish a a relationship of trust and open communication throughout the collaborative process. You can connect connect directly with the influencers you’re interested in
for collaboration by paying them to create sponsored content on social networks. In this case, because the influencer is more familiar with his audience’s expectations, it is preferable to let him take the initiative in content creation. It’s also possible tospontaneously send free gifts to selected influencers
so they can try them out. However, keep in mind that simply sending gifts doesn’t mean that the influencer will create content for you.
In any case, however you choose to collaborate, successful influencer marketing campaigns start with identifying the right influencer. In addition to the number of subscribers, you want to choose influencers who are in line with your brand’s values and objectives.
The (many) advantages of working with influencers
Working with influencers is good for a brand in more ways than one. Firstly, they can instant credibility
. Because influencers have a highly engaged audience, brands can leverage this trust to boost their visibility in record time. Indeed, when an influencer recommends your product or service, it sends a message to their followers that your brand is trustworthy and worthy of attention.
Also, using an influencer allows you to reach a specific target audience for example, already identified prospects or completely new markets. Not to mention that influencers have the ability to generate continuous traffic to your site and/or boost your sales. It’s all up to you, depending on your needs and your approach to the sales tunnel. In this respect some influencers can help improve your visibility while others may appeal to an audience already familiar with your brand, but who need a helping hand to move nudge to buy (via a promotional offer, for example).
Now that you know everything, all you have to do is get started. You need help ? Benefit from the support of Casaneo experts and discover influencer marketing with peace of mind.
