What is an influencer?
What is an influencer?
They are on everyone's lips - influencers. Some people tend to think of the word "influencer" as a disease. Far from it. So what is an influencer? Influencers can do more. And working with influencers, in particular, can be extremely useful. But before we get to what working with influencers can bring, let's clarify what an influencer is.
The word Influencer comes from the English (to influence) and means to influence. That means influencers are "influencers". They are significantly involved in shaping the opinion of their influencer group. In the past, bands, solo artists and TV stars, for example, were among the classic influencers. Teenagers wanted to be like them. They wanted to wear exactly the clothes their stars were wearing, drink exactly the same drinks, drive exactly the same car.
Today, the term is mainly used in the field of social media. People with a large number of followers on Facebook, Instagram, YouTube, etc. are considered social influencers. But how can a company use influencers for business success?
What is an influencer really? Goals of social media marketing
What is an influencer? Influencer marketing offers companies the opportunity to creatively approach users. The goals can be very different. From an increase in sales to an increase in awareness to customer information, these can all be goals of the increasingly important marketing tool.
Each influencer addresses certain topics on their platform. A beauty blogger tends to be followed by people interested in beauty and a food blogger tends to be followed by people with a sweet tooth. This offers companies the chance to address a large mass of exactly their target group - without a large marketing budget. You can read how this works in the next section.
Influencer and social media marketing
They are authentic, take the user with them into their private life, show how they live and thus build a close relationship with their fans. This makes them incredibly credible for the fan. The opportunity for large and small companies. They can use the reach of internet personalities to reach exactly their desired target group.
PR Gifts are one of the most common ways to use influencers for your own company. To do this, products are sent to the influencer and then they hope for a product mention in the YouTube video, in the Instagram story or in a blog post.
Collaboration with influencers can also be beneficial in conjunction with Discount codes worthwhile. The influencer shares the products or services on his channel against payment (in the form of products or money). In addition, he immediately shares a discount code on the products. Why? To lower the inhibition threshold to order and to convey the feeling of getting a unique chance at a bargain. If the code is also limited in time, the sales figures skyrocket.
Blogger Events are another, but more elaborate possibility of a cooperation with influencers. An event is organized around the product. In the case of a vegan body lotion, perhaps a spa weekend wellness, good food and lectures about ingredients of conventional lotions. The influencer takes the users with him via smartphone and gets a glimpse behind the scenes. Feels like he is there himself.
When selecting influencers, it's important to consider not only the highest possible number of followers, but also the level of user engagement. What percentage of users are loyal, like, share and comment regularly?
If you're not sure, ask! Ask your potential influencer for previous results, an evaluation of the followers or a screenshot from the Instagram account of the influencer. There the person will find statistics where follower count, interaction or even countries of most followers can be found. This can protect you from working with influencers who buy likes, followers or "influencer status".