Influencers are crucial in today’s world for brands. As you scroll through your social media, you’ll probably see influencers promoting brands, and some of them are most likely your favorite brands. Social media influencers have changed the way brands market and grow their businesses. The influencer impact has created opportunities for brands to increase awareness, and cost-effective marketing. The influencer impact starts with making a connection and allowing them to help grow your audience. Let’s dive deeper into the impact that influencers have on social media and brands.
The influencer impact has created brand awareness for brands working with influencers. Influencers have a strong following base and they can help increase your brand visibility. When influencers promote and share your brand’s content, their followers will see and engage with your brand. Influencers have built a strong relationship with their audience that allows them to share content that can increase engagement for your brand. If they are endorsing your product, the engagement rate will increase each time the influencer’s audience sees your product and takes action. Influencer marketing can be a cost-effective marketing strategy. Collaboration with influencers instead of spending tons of money on traditional marketing will allow free or budget-friendly costs for influencers to promote your products.
Most marketers need a place to start when working with influencers on social media. Picking your influencer is the most important thing when creating opportunities for your brand. Ensure the influencer you pick aligns with your brand’s values and goals. If they don’t, the return value for them promoting your brand will not be as successful.
What influencers are looking for in brand deals?
The majority of influencers already have morals and values that will determine if they will work with your brand or not. We have interviewed three different influencers who have a range of different ranges of interests from sports to fashion. We will go further into each influencer.
Morals and Ethics
Influencers must maintain trust and morals to keep trust with their audience and ensure success. Influencers are always trying to build and maintain their reputation to keep building their brand and audience. They will always do research on a brand before working with them. Consider these two questions before reaching out: Will this influencer be willing to work with our brand? Do their ethics and morals line up with our own? Let’s hear from the influencers that we interviewed about working with brands. Some things that have led these creators to decline deals have been unethical production sites, poor quality of products, and overall public opinion of a brand.
An interview with Annie Paventy, who is an influencer on Instagram and has over 200,000 followers, talked about their experience working with brands. Annie said, “ I would just say I usually try to go with brands that I usually use on a daily basis, like stuff that I use for my toddler or clothes that I would wear myself.” She is looking for a deal that will benefit her and line up with her interests.
In another interview from Maya Smith, she is an influencer on TikTok and has over 1.5 million followers. She said, “There were a few companies that I’ve turned down. Like a sunglasses company that wouldn’t compensate for what my rate was. I let that go because if it’s not going to benefit you the way you want, then it’s not worth it. There were also some music artists who wanted you to use their music in your videos, and there were multiple times I would turn them down if I didn’t feel comfortable using their music. That was definitely a big one with morals. If I wasn’t feeling comfortable, I wasn’t going to do it.” She wasn’t going to work with brands that didn’t line up with her morals.
Understanding an Influencers Audience
When you can understand an influencer audience it can help create a partnership that can continue for future things. Brands need to know who they are working with as well as understanding their audience to see if your brand lines up with theirs. Companies want to work with brands that relate to their audience. If not, there would be no connection with their audience and the collaboration wouldn’t work. The third influencer that was interviewed was Aubrie and her account consists of workouts, health, and fitness. Let’s dive into Aubrie Edgington’s interview about her experience with her audience. One thing that was highlighted from her interview was this “I feel I try not to push products. I feel like there have been a couple of deals where I have lost followers from it. I feel they can read through it.” From Aubrie’s experience alone, it’s extremely important to make sure the influencer you’re reaching out to and working with has the same audience as yours.
Reaching Out
Reaching out to your influencer for the first time is vital to whether they will work with you or not. Each influencer will be different, so there will be different ways to reach out to them. The last influencer that we interviewed was Sofia Stoddard, she is a student-athlete influencer. Sofia said that most brands that want to work with her reach out through an app called “MOGL”, which was created specifically for student-athletes. Sofia said, “You mostly get them when they reach out to you, it’s harder to reach out to them, but that platform helps.”
Some different ways to reach out to influencers:
- Contact through DM’s
- Email their manager/management company
- Use different apps to reach out
Conclusion
The influencer impact on brands is real, and it’s key to understand how to reach out as well as reach out to the right influencer to help your brand. As we learned through the different influencers and their experiences, we can consider that morals, ethics, audience, reaching out, and connecting are the top three things brands need to be doing. Influencers are crucial in today’s social media world, so let’s start working with them today.
The Impact of Influencer marketing on Social Media: https://www.linkedin.com/pulse/impact-influencer-marketing-your-business-2023-marube-fredrick/
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