Connect Your Brand With The Right Digital Influencers

Connect Your Brand With The Right Digital Influencers

« A win-win situation »

« Digital influence » in marketing has become, for many marketing managers, a real marketing strategy, thus one of the main way to get new customers… But what’s an influencer?  We can define an influencer as a person who, via social networks, has the power to act on the behavior and opinions of other. Famous or popular « everyone that has access to social media has potential to become an influencer ». This new way of communicate is qualified of « win-win situation ». Indeed, it allows companies to be more connected but it also offer the opportunity to influencers to grow professionally.

What we should Know about?

   For several years, the marketing of influence continues to prove itself. A lot of studies show "that audiences trust influencers 92% more than brands". Indeed, consumers are more likely to trust a human rather than a brand.

Influencers can be identified among three types depending on their level of reach:

1) Micro-influencers: Passionate and experts in a field (fashion, beauty, cooking, travel, digital ...), micro-influencers share and broadcast content with a targeted audience.

2)Macro-influencers: will have the numerical advantage at the level of his community but the commitment and the connection with his community will not always be useful

3)Mega-influencers: social media celebrity/ celebrity with a social media account.

Traditionally, brands have relied on mega-influencers to increase the visibility of their brand, a springboard for many of them. But today, star influencers are no longer the only lever for success. Little by little, micro-influencers are more and more used. Admittedly, small and medium audience influencers have fewer subscribers than star influencers, but they can have a real impact on their community. Thus the target of a micro-influencer will be more beneficial for a brand or a company that wishes to use its services.

Find the right influencer for your brand

Then to fine the right influencer, you have to take different factor into account.

Followers demographics and engagement: « The more engaged the audience is, the stronger the relationships between the influencer and his followers are ». It means that it’s very important to establish a real relationships with followers and not only published content. Indeed followers will feel themselves reassure and more confidant if we answer to their question about a product for example, and will buy it more easily. And the other hand it’s very important to choose « an influencer whose followers are of a similar age and gender to your target audience ». Then it will be more easy to understand who are our client and what are their expectations.

Content relevant: Before choosing an influencer you need to be sure that this person will correspond to your brand, and respect your values and ideas.

Authenticity: this could be the most important factor. Indeed influencer have to be sincere about their experience and not just here to sell a product. Someone not authentic will never be a good influencer and follower will realize it very quickly. An not authentic influencer could give a very bad image to the brand.

Our Opinion

After learning this article we understand that Digital influence is, today, a real marketing strategy. For most of us, we are on social media and we follow people and everyday we subscribe and unsubscribe to influencers. So, we have understood the commercial relationship that is playing out and of which we are the target. Also, we give more confidence to small players of the web, because they are much closer to us, they take the time to dialogue, exchange, and often show more transparency.