Influencer Marketing
In today’s constantly changing and evolving technological age, significant changes are observed in communication technologies. These innovations in the digital age have led brands to develop certain strategies to differentiate in a competitive environment, establish a new brand value, and encourage individuals to make purchases. While determining their strategies in the advertising process, brands have preferred to use social media platforms equipped with digital communication technology. Social media platforms have revealed an advertising strategy in which individuals with a high number of followers, known as influencers or phenomenons, are preferred to guide users’ purchasing behaviors.
The term “Influencer,” which has found a prominent place in our daily life and language, has established its position as a step conducting the marketing relationship between target audiences and brands. This marketing concept is termed “Influencer Marketing”. In its broadest definition, it is a marketing technique that a brand employs to increase the visibility of its product or service on social media platforms. Due to its characteristic as an advertising strategy that shapes consumers’ purchasing behaviors, influencer marketing has become one of the essential concepts in the advertising sector.
Influencer marketing is a marketing technique established primarily on platforms such as Instagram, Youtube, and TikTok by individuals with a high number of followers. Influencers can reach and influence audiences on various social media platforms. They can also identify themselves online as bloggers, YouTubers, phenomena, or YouTube vloggers. An influencer with a significantly high and engaged follower count has substantial persuasive power over their audience.
Throughout the day, they interact with their followers through stories they post or ads on their profile pages. While building trust with their audience, they establish a digital connection, ensuring the concept of an influencer takes a place in our lives. Influencers charge per post they make. The fee they demand is directly related to their number of likes and followers.
Why is Influencer Marketing Important?
Influencers, introduced to us by the internet world, can arguably be called the new actors of the advertising realm. Within short time frames, influencers have the ability to alter the behaviors of your brand’s target audience. Hence, it’s crucial not to overlook the impact of the advertising strategy termed “influencer marketing.” Thanks to these new actors of the online sphere, your brand can reach the desired audience and influence their consumption behaviors.
Influencer marketing offers multiple benefits to your brand’s value. The first is social relations. Even if it’s based on digital friendships, a bond is formed between influencers and their followers. The individuals shaping this relationship with trust and wielding influence are the influencers. Another significant contribution is the power of influencers to create an impact and their role as content creators centered on marketing. From the perspective of followers, your products or services, which have undergone specific selection and categorization, can quickly reach vast audiences with the help of influencers, thereby boosting your brand’s recognition.
Influencers incorporate their personal experiences and life stories when establishing an advertising relationship between their followers and your brand. A well-executed influencer marketing strategy has the power to influence and motivate the target audience. The primary reason for this is the unique, distinctive communication style an influencer maintains with their followers. This style creates a genuine and trust-based relationship that is embraced by the followers.
Through influencer marketing, influencers integrate your brand into the natural flow of their lives and instill the same sentiment in their followers. Not only does your branding power materialize in a short span, but it also morphs into a long-term advertising strategy.
Influencers can provide information about your brand to their followers, i.e., your potential customers, enhancing the traffic to your website. This increased interest in your website can subsequently boost your sales. Brands collaborating with influencers can produce creative and quality content, capturing the attention of followers and fostering more engagement for the brand.
What Are the Types of Influencers?
Influencer marketing, as a new and vital player in the advertising world, has successfully carved a distinctive place for itself among today’s professional fields. There are several types of influencers on many social media platforms.
Almost every brand resorts to influencer marketing as a promotional strategy. The interaction rates of influencers, who are the faces of this highly preferred digital advertising strategy, determine which category they fall into.
Based on follower count, influencers are categorized as
Mega influencers
These individuals have a follower count exceeding 1 million and possess significant popularity on social media platforms. Due to their vast number of followers, their posts reach a broader audience.
Macro influencers
With a follower count ranging between 500,000 and 1 million, when you look at their engagement rates, they have similar influence as mid-tier influencers.
Mid-Tier influencers
They have a follower count between 50,000 and 500,000. These influencers, who are right in the middle of the influencer spectrum, consider their personal lives and the stories they share during their advertising campaigns.
Micro influencers
These influencers, significant in branding, have a follower count ranging from 10,000 to 50,000. Their engagement strength is similar to nano influencers.
Nano influencers
Approximately having 1,000 to 10,000 followers, this group of influencers boasts high engagement rates. The main reason for this is the close bond they’ve established with their followers and their social interactions.
The Relationship Between Social Media Platforms and Influencer Marketing
In recent years, due to the increase in the use of social media platforms, the concept of influencer marketing has gained importance. This interaction-based digital marketing technique, through various platforms, has especially established its presence on social media platforms like Instagram, TikTok, and Youtube, reaching more users.
Influencers, who manage to influence followers and interact with them, have successfully reached vast audiences through various social media platforms. We can list the interaction strength and distribution rates of influencer marketing on different social media platforms as follows:
As the platform where influencer marketing has the most impressive and powerful gains, Instagram is a social medium where influencers are in communication with followers through sharing options like stories, reels, and IGTV.
Youtube
Particularly in recent years, Youtube, which has become one of the effective building blocks of influencer marketing, ranks second in influencing and mobilizing audiences by offering video content at a very high rate.
TikTok
As a platform where instant shares are made and live broadcasts are initiated, in a sense an interactive social media platform, TikTok is increasingly growing its numbers and becoming a densely populated influencer marketing actor.
Focusing more on written shares, Twitter has less interaction power compared to other social media platforms.
Alongside all these social media platforms, Pinterest, LinkedIn, and Snapchat are also among the influencer marketing platforms.
How to Create an Effective Influencer Marketing Strategy?
For an effective and strong influencer marketing, when integrated with a few basic elements, it allows you to interact more with your target audience and engage them.
Determining the right influencer for your brand constitutes the foundation of influencer marketing.
To find the most suitable influencer for your brand, you can choose from social media channels or even use several at the same time. At the same time, working with influencer marketing agencies will help you establish a good resource.
The budget you will determine for your influencer advertising strategy forms the second part of this process. Depending on the follower counts of the influencers you will collaborate with and the quality of the content they publish, you can determine your advertising campaign and budget.
Defining the objectives of your influencer marketing campaign accurately and effectively is one of the most emphasized topics in the digital advertising world. Your goal should be determined according to the purpose of your campaign and your target audience. The message you convey should be consistent with your brand’s values and tailored to your target audience. The more accurate your message is, the more successful your influencer campaign will be.
When you collaborate with an influencer that aligns with your brand values, you need to plan to receive feedback from your campaign. You can determine how close you are to your desired marketing objectives with your advertising campaign and measure the success of the campaign using these indicators.
By following all these steps, you can understand whether you have managed a successful influencer marketing process by answering the following questions:
- Have you experienced an increase in your follower count on the social media platforms where you advertise, and has this reflected on your brand?
- Was there an increase in traffic to your brand’s web pages?
- Did the posts made in collaboration with the influencer you are working with reach the target rates? Did you see an increase in sales?
- Were the feedbacks you received from your customers positive?
- To what level has your brand awareness reached?
The advertising fees for influencers depend on various variables. Factors such as the number of followers, the duration of the brand’s campaign, the type of advertising content, on which social media platform the influencer operates, and the experience of the influencer play significant roles in the pricing. Another cost factor that brands consider when working with an influencer is the engagement rate. Although having a high number of followers is important, working with an influencer with a low engagement rate (number of likes on posts) is not a preferred situation for an influencer marketing campaign.
Influencer marketing offers multiple benefits simultaneously, such as enhancing brand awareness, increasing sales figures, and amplifying website traffic flow. Hence, in recent years, brands have been incorporating influencer marketing into their marketing strategies. Brands that have seen improvements with the help of social media also observe a corresponding rise in sales and the number of customers. Thus, they successfully execute a prosperous advertising process.
Influencers collaborate with brands and introduce their products or services to audiences under the label of “partnership” or a similar term. Influencers cannot present the products or services provided by brands as if they were simply gifts. They need to demonstrate to their followers that they are in an advertising collaboration by using terms like “partnership.” This approach ensures a necessary transparency towards the consumer.
To become an influencer, start by actively, correctly, and impressively using social media platforms. You can step into the world of influencers by finding a niche or field that interests you and where you can continuously improve yourself. Analyze your follower profile well. Who follows you and by which demographics are determining factors in the advertising process for brands. The more you engage with your audience, the more effectively you will manage your advertising campaigns. Lastly, and perhaps one of the most important steps, is to know yourself well. Understanding who you are, what you love to do, and where your strengths lie will propel you further in the digital world and ensure a successful merger with the concept of being an influencer.
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