Influencer Marketing Explained (All You Need To Know)

Gone are the days when influencer marketing was only associated with celebrities and a niche group of people. The industry has grown so much since then allowing many people to carve their way into the influencer marketing circle. All of this is thanks to the rise of social media and digital marketing. 

With over 2.82 billion social media users in 2019 and that number is predicted to grow by another 150 million in 2020 it is easy to see why influencer marketing is becoming more important for business, especially in this digital age we are living in.

What Is Influencer Marketing

Influencer marketing is a collaborative effort between a company and an influencer. Where a business promotes their product or services through an influencer to their followers. Like mentioned in the beginning, this used to be only for celebrities, but nowadays it can be anyone from Youtubers to Instagram bloggers with a following.

By using influencers, businesses can avoid the cutthroat environment of social media advertising. With so many businesses fighting for advertising spots on social media it is easy to see why they are turning to influencer marketing for help. 

Working with an influencer helps businesses promote what they are offering to the influencer’s loyal audience. Giving them a target audience without them having to look for one. This is useful for businesses to increase their brand exposure, reach and saves them time on researching and finding the right target audience.

Having an influencer behind your product and content will also increase its credibility. People can be skeptical when it comes to buying something online when there is no recognizable face behind it. That’s where Influencer marketing comes in. 

Consumers are more likely to buy and believe in something when a recognized influencer is backing it. For them it is more trustworthy when they see content created and promoted by an influencer then just content created by a brand. 

This is because it feels more authentic when it comes from a person then a corporate company. In this day and age, it is very important for somebody to be able to relate and support the content and the person behind it. 

Influencer created content is more likely to create bigger engagement online surrounding a product which in return will increase traffic and drive more people to businesses social media, websites and blogs. And the more they like the content the more likely they are to share it within their inner circles allowing you to reach an even bigger audience. 

It is also not all about creating content. Sometimes just a simple recommendation from an influencer can have a positive impact on a brand. If an influencer recommends a brand that they enjoy and support, their audience will naturally gravitate towards it. Which will lead to new leads, searches and sales helping business to grow even more.

Working with influencers also leads to gaining a different perspective on things. Giving an insight into how to create user centric content for online audiences. This can help businesses improve their own content. 

Influencers are leaders of the new generation. They are very close to their audience and fans. Plus, they know what they want and how to create content around them to keep them engaged. Being able to pick their brain and learn from them can be very valuable for businesses.

Reviews and testimonials are also a big part of influencer marketing. It is not all about promoting something. Just by positively reviewing a product or service, influencers can drive a huge amount of their fan base towards a business. Because they have built trust amongst the followers and are seen as experts in their field by their fans. 

There are so many different types of ways for a business and an influencer to collaborate. From podcasts, interviews, Q&A’s, social media takeovers, promos to just simple posts and stories. It is up to the two to come together with the ideal plan and strategy so that both parties get the most out of the partnership.

Who Is an Influencer

We must not mistake influencing with popularity. It is not all about the amount of followers but the ability to make people want to buy something from you. An influencer is someone who has the power to make others think differently and do different things. 

When it comes to influencer marketing an influencer needs the ability to reach their audience and get their opinion and message across. That is why it’s now always about the number of followers. Because if the influencer is able to get their message across, then that is much more important than someone who just has a big following but can’t sell much to them.

Credibility is also very important. An influencer's audience must have complete trust in them. This is built up over time but is a crucial part of being an influencer. Credibility helps when it comes to recommending products or services to audiences. For example, a beauty blogger will have more credibility when it comes to recommending or promoting beauty products then for example electronics.

Another key to being an influencer is salesmanship. This is everything put together. Communication skills, presence, credibility and reach. All of this combined together is the main key to influencing. How good are they at selling and getting their opinions across to their fan base.

Types of Influencers

Influencers are the key to influencer marketing. There are many different types of influencers. Understanding the different types can help brands and businesses connect with the right influencers and vice versa.

Finding the right partnership can be a little bit tricky. With over half million influencers on Instagram alone. But once you understand the different types of influencers it will become a lot easier.

Influencers can be divided into different groups depending on the number of followers they have, what content they create and what industry they take part in.  

Influencers by The Number of Followers

  • Mega influencers
  • Macro influencers
  • Micro influencers
  • Nano influencers

Influencers by Content Type

  • YouTubers
  • Bloggers and vloggers
  • Podcasters
  • Actors and actresses
  • Athletes
  • Musicians
  • Reality stars
  • Photographers
  • Models
  • Social media stars
  • Entrepreneurs
  • Journalists
  • Activist

Influencers by Industry

  • Sports
  • Food
  • Fashion
  • Beauty
  • Travel
  • Business
  • Gaming
  • Health and fitness

For a more in depth look into the different types of influencers, take a look at our article dedicated to all the different types of influencers.

How to Measure The Success of an Influencer Marketing Campaign

With influencer marketing becoming more and more popular by the day. It is essential to be able to find out the return on investment for influencer marketing campaigns. There are many different ways to do that. But the key is to look into how the campaign has affected the brand itself.

Some key areas include:

  • Engagement
  • Clicks
  • Website traffic
  • Reach
  • Sales
  • Social media growth

This can all be tracked by using different tools, affiliate links, landing pages and promo codes. It is important to have this all set up before you start your campaign to ensure a smooth-running campaign for both parties. 

This will allow everybody to get an idea on how everything is going. Allowing them to also check the results at the end of the campaign. So, they can determine if it was a success or not.

Key numbers Surrounding Influencer Marketing

Influencer marketing can be a great investment. With the right research, influencer marketing can be prosperous for both parties, influencer and business. It is a two-way street. Businesses need to find the right influencer for their business and influencers need to accept the right brand deals to ensure their integrity towards their audience. 

Just like in any type of marketing plan, you have to spend money in order to make money. Businesses and influencers will have to run campaigns together and work together in order to reach both parties goals.

If you are not sure about Influencer marketing yet, here are some numbers and statistics that should convince you otherwise.

  • Businesses are seeing an average return of $5 to $6 on every $1 spent on influencer marketing.
  • 63% of businesses are looking to increase their budget for influencer marketing in the coming year.
  • 44% of influencers say they are motivated to work with businesses and brands that are relevant to their audience.
  • Google searches for the phrase influencer marketing have gone up by 1500% since 2015.
  • 71% of marketers say that the quality of customers and traffic from influencer marketing is better than other traditional sources.
  • 80% of marketers say influencer marketing is effective and 89% say it works just as well, if not better than other marketing channels.
  • 49% of consumers depend on influencers recommendations before purchasing something.  
  • Influencer marketing is likely to become a $10 billion-dollar industry in 2020.

For more interesting numbers and statistics surrounding influencer marketing, check out our other blog post called: "Influencer marketing by the numbers".

Key Takeaways

  • Influencer marketing can be used by everybody nowadays.
  • Influencer marketing is a collaborative effort between a company and an influencer.
  • Influencer marketing is very popular amongst the younger generation.
  • It is important to find the right influencer for the right products.
  • It is important to target the right influencer with the right audience.
  • Credibility is more important than popularity.
  • There are many ways to measure the success of an influencer marketing campaign.

Learning about influencer marketing is important in today’s marketing industry. Especially with content and social media being a dominant force in online marketing. But knowing and understanding the ins and outs is key. 

But it will all be worth it in the end. Once you find the perfect match and ideal situation for both parties. You will be able to build a long lasting and fruitful relationship that can only benefit both parties. 😎

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What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.