Targeted Reach: Influencers allow brands to reach specific audiences that may not be accessible through traditional marketing channels.
Trust and credibility: Influencers establish a relationship of trust with their followers. When they recommend a product, that recommendation is seen as more authentic and trustworthy than a traditional advertisement.
Market trend is micro-influencers
A recent study by the consultancy firm Later & Fohr found that digital micro-influencers – especially those with fewer than 25,000 followers – have an average engagement rate of 7%, which is considered quite high. This means that followers feel more identified with what these micro-influencers think, do and recommend. With smaller influencers, it is possible to ensure a more consistent digital presence, greater humanization of the brand and, even, gradual sales.
A CharityRx survey released in December last year showed bosnia and herzegovina whatsapp data that 33% of Gen Z in the US already consider TikTokers more trustworthy than doctors, while 44% turn to “micro-influencers” on YouTube before consulting a healthcare professional, says Holtz.
In addition to smaller influencers, another trend is emerging: the employee influencer. Multinational companies are the ones that most seek out this “internal influencer” to get closer to the consumer public and to highlight the brand’s internal values.
Care when selecting an influencer to represent your brand
An influencer can help or hinder the growth of your brand, so you need to do careful research and evaluate several points, such as those listed below.
Relevance in the niche: choose influencers who are a reference in your sector. An influencer with fewer followers but who is highly respected in your niche may generate better results than someone with a large audience but who has no affinity with your product.
Target audience: If you have a physical business and you don’t have a way to distribute your product online, be even more careful. Just as examples, let’s mention a school and a pizza place. If most of that influencer’s followers are from outside the city, your conversion rate will be low. Check out our article on target audience !
Real engagement: Analyze the influencer’s engagement rate. Check if followers interact with the posts through genuine comments and likes.
Authenticity and ethics: Follow the influencer for some time before establishing a partnership. Make sure that they maintain ethical conduct that is aligned with your brand values. Remember that a slip-up can affect your company’s reputation.
Previous metrics and results: ask for the influencer’s media kit, which should include information about previous campaigns, conversion rate, and engagement. But don’t rely on it completely; analyze the number of likes and comments, as many influencers buy followers.
The right influencer can help your brand
Influencer marketing is a strategy that has become increasingly popular in today's world, where audiences are increasingly dispersed and less accessible through traditional channels. When hiring a digital influencer, you need to analyze their profile to ensure that they truly represent your brand's values and have an engaged and relevant audience.