USING INFLUENCER MARKETING TO CREATE AUTHENTICITY
WHO ARE INFLUENCERS?
Influencers can be anyone online. Everyone has influence. When looking for influencers to represent your brand it doesn't have to come down to follower count or "looking like an influencer". Sometimes the best content comes from people who genuinely love what they're talking about, not just because they're getting something for free or getting paid.
PICKING AUTHENTIC INFLUENCERS...FOR YOUR BRAND
So how do you know when an influencer is the right fit? Here is some criteria to consider:
1. CONTENT
- Do they create content that is similar to yours? Or is it completely different?
- Is their content unique? Can it be copied and pasted by anyone else?
- Do they have a certain look, editing style etc?
- Do they specialize in reels/ stories/ feed posts?
2. ANALYTICS
While numbers aren't everything, it is still important to understand them.
- Do they have demographics that are similar to your target market?
- Do people regularly engage with their content?
- Does it look like they bought followers? ie. The follow to like ratio is off
3. FOLLOWERS
- Would their followers be interested in your product?
- Why do their followers follow them? Is it style, beauty recommendations, their lifestyle choices, or the inspiration they offer?
HOW DO THEY BUILD AUTHENTICITY?
These people are unique aspects of your brand. They use your product in a way that is authentic.
It's a fresh perspective outside of you, your business or your team.
Their angles, editing etc may be out of the box but it can bring in another niche demographic of consumers you may have missed and not been catering towards.
While your brand may be catered towards a specific niche or general target market, influencers are a wonderful opportunity to reach different markets without all the fuss in investing in a huge marketing campaign.
If you pick influencers who fit right into your brand, in their own unique way, their followers will respect and appreciate the content they make for you.
WHY BOTHER WITH INFLUENCERS?
Like we said before, influencers are a much cheaper alternative to giant marketing campaigns. It's also a way to reach more people and gain exposure from many smaller markets, especially with micro-influencers.
In today's world, influencers are a must.