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A Beginner's Guide to Influencer Marketing

Posted by Courtney Strayer on January 18, 2018

Influencer Marketing. It’s all around us. From blogs to social media, it has worked its way into all of our various marketing channels. You see it on the trending page on YouTube, the explore page on Instagram, and retweeted all over our twitter pages.

Now, I get what you might be thinking. What is Influencer Marketing? What benefits does it bring to my brand and myself? Where would I even start? That’s why we’re here. To give you all the answers we possibly can in one post.


What is it?

Influencer marketing is a branch of marketing that focuses on using very popular social media users who have already established themselves with your target demographic to amplify your brand’s market to get the message out about your service or product through their voice. This means that people who have established a social media presence and a natural trust in these consumers, can use their platform to partner with brands to help promote their message. These influencers are not just your typical celebrities or athletes but normal people just like you and me.

By doing this, brands are able to get closer than ever before to their demographic and gain insight into a whole new segment of their consumers. Most consumers treat their favorite influencers as if they were their friends. They listen to what they have to say, follow their every move, and trust their opinions more than most of the other people in their lives. With trust, comes a tone that lends itself to pure authenticity. When an influencer promotes this product, they’re using their own experiences in such a way that  comes across to the consumers as a singular person sharing their opinion on social media.

Why is it beneficial?

More and more consumers are looking all over for information about certain companies, brands, etc. In fact:

  • A recent Nielsen study shows that influencer marketing content delivers 11X higher ROI than traditional forms of digital marketing. 
  • 96% of people believe that the advertising industry does not act with integrity—69% of these people attribute their mistrust to the advertisers’ desire to sell more effectively, according to a study done by IpsosOTX
  • In an Infolinks study, only 14% of people can recall the last time they saw an ad and identify the offer it was promoting. 

The list of statistics continues on. The perks that influencer marketing brings cover all of the bases. It’s proven to increase your ROI, give you a better reach across all platforms, and increase your profit margin.

By doing this, brands are able to get closer than ever before to their demographic and gain insight into a whole new segment of their consumers. Most consumers treat their favorite influencers as if they were their friends. They listen to what they have to say, follow their every move, and trust their opinions more than most of the other people in their lives.

Influencer marketing is the largest growing marketing segment and is constantly outperforming all other marketing sources according to a study done by ATKearney shown in the infographic below. The same study also found that blogs, Facebook, YouTube, Instagram, Snapchat and Twitter are the most powerful influencer platforms, making up about 80% of influencer networks.

A.T. Kearney Influencer Marketing Study
Infographic Source: A.T. Kearney

How can you get started?

It’s very easy to integrate Influencer Marketing into your marketing campaigns. From nonprofit to profit organizations, global corporations to small businesses, and business to business centered to business to consumer centered companies, Influencer Marketing can be used by all.  Everywhere you look, all over every social media platform, influencers are popping up all over the place. And with the easily accessible messaging features that social media provides us with, it’s easier than ever to reach out.

It all starts by identifying what message or goal you’re trying to achieve. Have a new product launching soon? Want to spread the word about an upcoming event? No matter what your message is, Influencer Marketing can help you get the results you need. Look at the statistics above! Once you know what message you’re trying to achieve, it’s time to pick the best influencers for the campaign. Since influencers are just like you and I, their interests vary, making it easy to find the influencer that works for you! Luckily, if you don’t know where to look for an influencer, there are plenty of ways and resources you can use to find the best influencer fit for you!

Teamwork definitely makes the dream work. Once you’ve identified your message and what influencer works for you, it’s up to the both of you to work together and come up with the best campaign to benefit the both of you. You’ll get to explore new ways to integrate your message, learn more about your target demographic from a new perspective.

Crafting a Social Video Strategy eBook

About The Author:
This post was written by contributing author, Courtney Strayer, of Fourstarzz.

Courtney is currently researching the current state and trends related to influencer marketing and then turn that research into compelling content for clients, employees, industry professionals and all people interested in the Influencer Marketing topic. She is a student at the University of Nebraska-Lincoln studying Advertising and Public Relations.

Posted in Influencer Marketing