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.
