Let’s talk influencer marketing
Influencer marketing rose from the common practice of celebrity endorsement. A typical influencer marketing arrangement includes a partnership between a brand and an influencer to promote their products or services, or alternatively an opportunity secured based on relevance and common values.
Brands seek access to highly engaged niche audiences and influencers seek a value exchange
that provides either income or stardom.While Brands gain a human touch for delivering their message, influencers gain exposure to help them build their own personal brand.
Today, the COVID-19 pandemic has accelerated the importance of influencer marketing in brand strategies and its growth worldwide, despite the decrease of the total advertising expenditure. With this form of affiliate marketing picking up, Influencer Marketing Hub indicates that 79% of surveyed marketing managers, pointed that they would dedicate part of their budget to influencer marketing in 2020. In 2021 and the years to come, this is expected to increase exponentially, especially in the Middle East and North Africa.
What makes a successful influencer marketing campaign?
Defining the targets is key for the selection of influencers of the right profile. This, of course, should be aligned with the objectives and working on achieving those goals. In a nutshell, the focus should be on results.
In addition to being result-driven and setting KPIs, data has become abundant and hence, it should be used for optimal results and to avoid fraud, especially with the high number of influencers across the globe.
How do you select the right influencer?
Automation tools and softwares are available to assist with the selection process based on specific criteria, however, the management of each influencer and the complexity is also a factor to consider. The more complex the process with a specific influencer, the more time consuming and complication that would reduce the return on investment (ROI). That said, budgets need to be taken into account as well.
In this case, would you go for top tier influencers, micro influencers, of nano influencers? There is no right answer, but it is worth considering that if you choose multiple micro and nano influencers, more time will be needed for management and ROI may be similar to choosing a top tier influencer. This choice is dependent on the available resources, goals, targeting, and budgets.
Get in touch with us to learn about influencer marketing campaigns, including multi-channel influencers, internationality and many more.
