With the rapid advancement of social media platforms, marketers now have a plethora of opportunities to build their brands and connect with their target audience. One such strategy that has gained popularity in recent times is Influencer Marketing. Previously influencers were limited to celebrities and bloggers. This strategy aims to collaborate with experts of a particular category, create endorsements and drive sales. Instagram has given rise to newer platforms and tools that aid in influencer marketing. Studies have shown that influencers can be a great resource for any brand. Influencer Marketing has now become the buzz of online marketing. Brands nowadays, actively collaborate with various influencers to promote their product or service.
Influencer marketing has become one of the core marketing strategies for many brands now, especially the ones who want to connect with the millennials and Gen Z. In this strategy, influencers refer to the brands’ offering to their followers and act like brand advocates. But first, it is important to select the right set of influencers among the multitudinous options available. To evaluate an influencer, the most common technique used is his/her number of followers. But it is also important to understand the type of content which the influencer creates and the engagement rate. This will help in choosing the right mix of influencers. It is better to stick to the influencers that match the category of the brand as they already have some knowledge about the category and the brand. Keeping in mind the budget and the latest trends, authentic and fresh content can be created by the influencer. This organic content will aid in reaching newer audiences and also elevate brand awareness.
Influencers can reach both a larger audience base and even a niche audience base. Brands can tap into the large audience base of the influencer by co-creating content with the influencer. The platforms which are relevant to the target audience must be captured. The goals, objectives, and measurement tools of the campaign must be well planned. Continuous evaluation and monitoring of the campaign is important as it reduces the risk of investment. The content of the campaign must be structured and tailored according to the influencer, so as it becomes a natural fit. If planned well, these influencer campaigns can be extremely beneficial for the brand. It can have multiple benefits including reaching a larger audience base, building brand trust, improving website traffic, generating leads, and even increasing followers. The main advantage of influencer marketing if done right would be that the cost will be much cheaper than any traditional advertising.
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