Influencer Marketing: What It Is and Why It's Worth Doing

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Nowadays, it goes without saying how the internet has completely changed the way we view marketing. With the advent of content marketing (which we have already discussed HERE ), for example, digital lead capture has become more efficient and even more targeted, because the content produced meets what your audience is looking for.

However, in recent times, the so-called “influencer marketing” has been gaining more and more strength, especially on social media. Have you heard of it before? If not, check out below, where we will bring you more details about this model that is on the rise in the digital world.

What is influencer marketing?
To put it simply, we can say that it is the evolution of word of mouth. Do you know what happens today, when you buy something or hire a service because a trusted acquaintance recommended it? Well, now this recommendation comes from a digital influencer who can be on platforms such as Instagram, Tik Tok, YouTube , among others.

But the similarities end there, because cayman islands phone number list although it is possible (but not very likely) that an influencer recommends your product and/or service simply because they liked it, in this case what occurs is a partnership between them and your company.

It is also important to highlight that this is not affiliate marketing, as this can be confusing. The difference is that in the case of influencer marketing there is no commission, but rather a fixed amount paid to the influencer regardless of the result. But this does not mean that the influencer cannot also become an affiliate, it all depends on the type of negotiation made.

How does influencer marketing work?
The idea of ​​seeking a partnership with an influencer is that they can run a campaign for you through their social media. In this case, a post is made (which already comes with tags or a description such as “advertisement”, “sponsored content”, among others) in which they promote your product or service.

Traditionally, in the case of products, the company usually offers it to the influencer in question so that he or she can give his or her opinion about it. In fact, this is usually the most common form of remuneration in this type of marketing: barter. However, the greater the person's reach, the more expensive it will be and financial compensation will also be included in the negotiation. Another widely used option is to generate a sales coupon with the influencer's name offering a discount, and pay him or her a percentage of the sales made with the coupon in question.

Types of influencers and how to choose
Now that you have a basic understanding of what this type of marketing is, it’s time to choose the influencers to carry out the action. But how do you know which one to choose? In this case, it’s very important to have in mind exactly what you want.

The types of influencers vary, for example, depending on whether you want to increase your reach, website traffic or simply sales. In addition, you need to see if the network in which they operate matches your persona. With that in mind, we have some types of influencers:

Macro influencers – virtual celebrities. These are those with hundreds of thousands or even millions of followers. In this case, even if there is engagement, the audience is usually more varied and less specific;
Micro influencers – these are “ordinary” people who have a thousand or more followers on their social networks, but they tend to have a very loyal and engaged audience. They also have a very specific audience;
Nano influencers – these are smaller profiles (with less than a thousand followers), but as in the case above, they have high engagement. In this case, the specific audience factor also applies.
If you just want to make your brand known, then the profiles of virtual celebrities are naturally the best option. However, you need to check whether this celebrity has a reach within the audience you want to reach, because otherwise you may just lose money, because those who consume that person's content may simply not care about what is being shown.

In this case, nano and micro influencers are important, because in addition to being cheaper to negotiate with, you can be much more assertive in your choice. Furthermore, in these cases, it is easier to see if they have high engagement with your company's persona type.