The growth of influencer marketing has been tremendous over the years due to social media. Prior to social media, Influencer marketing was limited to celebrity endorsement. Now, the internet and gadgets have given individual access to interact in the palm. With demand for attention on the increase and different products fighting for market share, consumers are beginning to lose sight of who they can trust which has given them a niche for influencer marketing.
Brands seeing more ways of using influencer marketing for product promotion. The creation of various talent shows has advanced the popularity of Influencer Marketing. You may need to read this to understand the influence marketing trend.Every individual looks up to someone; father, mother or aunty. Now talk of a character with talent whom they wish could be like. Influencers come in a different genre; actors, artists, sportspeople… Influencers are determined by numbers, although no specific number has been stated for an individual to be an influencer. An influencer can either be nano influencers(1,000 – 10,000), macro influencers(10,000 – 50,000), mid tier(50,000 – 500,000), macro influencer(500,000 – 1,000,000) and mega influencer(1,000,000 – upward). Read Here
It is important that when a brand signs an influencer, he/she is deeply immersed in the brand. If an influencer isn’t immersed in the brand they might not be able to deliver on the purpose of the contract, which is why it’s the work of the advertising agency or brand manager to brief and guide the influencer on the do’s and don’t of the brand. It’s advisable that as an influencer you have a management team with the right experience to help with deals and to guide you on how to deliver why you’ve been signed.
Brands need to understand positioning when signing an influencer, what is intended to achieve as soon as the influencer comes on board, how they intend to achieve it and what platforms they want to use the influencer. Some of the social media channels to use are Instagram, Youtube, Twitter, TikTok, Facebook, blogs. In recent time as video platforms like youtube and Tik Tik gain popularity consumers’ needs have shifted from just graphics contents to video contents as consumers don’t just want to view contents but also want to interact and feel among.
It’s one skill to sign an influencer and another skill to know how to use the influencer. According to influencer marketing hub, influencer marketing grew to approximately 9.8 billion dollars as of 2020. The more social media platforms the more there would be a rise for influencers. During covid, there was an increase in influencers as the use of TikTok increased and people were bored and needed to engage. Some industries that have really enjoyed the benefit of influencer marketing is fashion, sports betting, makeup, finance.
A brand that fails to define the purpose of signing an influencer for a campaign has a very high tendency to fail in its campaign.
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