If we could compare influencer marketing to an already existing concept it would be word of mouth, but digital version. And it turns out to be a paid marketing strategy when a business seeks to improve its visibility, reach a specific audience, and acquire new prospects.
What is influencer marketing?
Influencer marketing is a marketing strategy that allows companies like Children’s Book Illustrations to promote their brand, product, service … by using the notoriety of experts and recognized personalities (influencer / opinion leader) in their field, in order to that they distribute branded content to their community.
What are the different types of influencers?
Influencers are generally categorized by the size of their community as well as the impact they have in terms of engagement. Here are the 4 main categories:
- Nano-influencers (= niche influencers): they have less than 10,000 subscribers, their engagement and conversion rate is high and their prices are low.
- Micro-influencers (= close to their community): they have between 10,000 and 100,000 subscribers, their audience is highly segmented and their engagement rate high.
- Macro-influencers (= reach several audiences): they bring together between 100,000 and 500,000 subscribers and have high visibility.
- Mega-influencers (= celebrities, artists…): they have more than 500,000 subscribers and therefore a very significant reach but with a low engagement rate and high prices.
How to define your influencer marketing strategy?
Real business partners, influencers are highly demanded personalities thanks to their impact and their negotiating power. But like any marketing strategy, your influence strategy must be thought through before any influencer contact.
Definition of its objectives and its budget
First, establish the goals of the campaign. These will guide the message you want to disseminate, and will be especially crucial in choosing an influencer (for example between an Instagram influencer, TikTok or a YouTube influencer). Your goal could be to give more visibility to your business, for a specific campaign or for one of your products or services in particular. In this case, it will be necessary to target influencers with a large community or who make product placements.
The goal of your influencer marketing campaign can also be to generate leads, for example by uploading content, or even convert with possibly a promotional offer. An influencer used to posting highly commercial content or testing products, launching contests, recommending content… may be appropriate for these objectives.
The budget is also an essential component of your influencer marketing strategy. To define it, a market study will be necessary in order to know the prices that influencers charge, according to their notoriety, the type of campaign, the platform used, etc. For example, travel influencers have the highest rates, averaging $ 5,000 per branded post. However, you should know that in France, only 13% of influencers charge more than € 500 for their sponsored posts.
Choice of relevant influencers
The important thing during this step is to ensure consistency between your audience (the one you want to reach during your campaign) and that of the influencer you choose. You must therefore analyze the editorial line of the targeted influencers to be sure that it is in line with your brand image. Beyond the visibility it could bring you, you must ask yourself if your consumers would identify with this influencer. In addition, your brand promotion must have meaning for the community of your influencer. It is therefore a question here of determining the tone of this one, the contents which it proposes, the formats which it uses, the values which it promotes etc… so that these elements make it possible to correctly put your offer in value.
Note: there are relationship management platforms with influencers (such as Hubspot for example), these offer you the possibility of retrieving a lot of data allowing the analysis of these different elements and therefore assist you in choosing the right one. ideal influencer.
Once you have identified potentially interesting influencers for your brand, you need to contact them. This is a crucial step which requires substantial preparation. You need to know the influencer you are contacting in order to define the arguments that will allow you to convince them to collaborate with your brand. Thus, it is important to personalize your proposals according to the recipient.
When the exchange has started, you must now agree on the whole campaign so that everyone knows their commitments. You must therefore set up the conditions of the collaboration: duration of the campaign, number of posts (and formats) planned, frequency of publication, messages to broadcast, product to highlight, # to use etc. Although it is not advisable to impose too many things on the influencer, it is essential that the driving elements of the campaign be contracted out.
Please note: ARPP imposes certain conditions for the supervision of commercial collaborations, in particular in terms of transparency. Sponsored posts in particular must clearly and unambiguously be notified that this is advertising content.
Contrary to popular belief about influencer marketing, most influencers don’t demand financial compensation from the brands they work with. And this is especially true for nano and micro-influencers.
A brand can thank an influencer by offering him visibility on his networks, his website or, which is very common, by offering him the product or service concerned by the campaign. It is also very common to invite him to an exclusive event or even to suggest that he collaborate on the creation of a new offer or a new product. Whatever compensation method is decided upon, the important thing is that both parties are satisfied with the compensation chosen.
Note: the biggest influencers are obviously automatically remunerated, and on a very large scale for some of them.
For maximum performance, it is essential to analyze the effectiveness of your influencer marketing campaign. The objective is to be able to optimize your campaigns in a second step.
For this, you must carry out an analysis report on your end of collaboration, according to the key performance indicators defined during the development of your campaign. If your collaboration concerns a visibility or acquisition campaign, you will thus analyze the growth in the number of subscribers, the community engagement rate, the number of leads generated, etc. If it is a conversion campaign you will then determine the number of sales made, the turnover generated etc.
Authenticity is an important factor influencing the success of your influencer marketing strategy. The more obvious and natural the collaboration between your brand and the chosen influencers, the better the effectiveness and performance of the campaign.