What Is Influencer Marketing (And Three Strategies Your Business Should Have Implemented Yesterday)

Hope Delongchamp
February 5, 2022

Welcome to the digital age! If you're trying to market a product or service, social media is a great place to reach people.

Sure, traditional marketing has its perks, but if you want to connect with millennials and Gen-Z, start using social media platforms such as Instagram and TikTok. 

Having an active social media presence is a huge opportunity for your business. If you're not taking advantage of it, you're severely missing out on what is already the next big thing.

What Is Influencer Marketing?

Influencer Marketing has a very literal meaning: it’s using digital marketing methods with social media influencers. When using Influencer Marketing, these influencers will use product placements or endorsements to encourage their users to view a business’ products or services.

If you want to advertise, don't use billboards or buy ad space in magazines. Instead, get into contact with TikTok users with a high following/engagement ratio. Using this technique, you'll be able to reach a generation more inclined to listen to you.

Traditional marketing doesn't work with Gen Z. As online natives, they are accustomed to being marketed to. They're much more interested in influencers who have a dedicated audience, and who are experts in their digital niche.

How Do You Do It?

Influencer marketing can be overwhelming if you have never done it before. This is why we strongly recommend using our three key strategies that you should have implemented yesterday!

  1.  Find the right platform for your business!

Social Media influencers aren’t usually found on every single social media platform, or if they are, they don’t have the same following across the platforms. For example, Drew Afualo is an influencer that shines best on TikTok, with 7.2 Million followers. For Twitter, she has 295.8K Followers, which is still a significant following, but not as high as her TikTok audience.

Different platforms work for different approaches, audiences and formats. Video content will not perform as high on Twitter as it would on TikTok. Influencers may crosspost content across these accounts, which means that the same content is shared on multiple platforms at once. This works best with TikTok and Instagram Reels, as they are both platforms with video-features with sizable user bases. 

When it comes to finding the right platform for your business, you need to take this into consideration: Why would your target audience watch YouTube videos? What YouTube videos are they watching? Are they watching videos from Vine stars that have graduated YouTube, meaning they would be millennials or older Gen Z? If they’re watching comedic content, how can that come into play with your service or product? Can you meet their audience’s needs with your campaign?

We recommend using TikTok for reaching Gen Z (but the demographics on this platform are rapidly growing). 

  1. Tap into the World of Micro-Influencers!

Less can be more!

Micro-influencers are people who have fewer followers but with high engagement rates. In a study by Experticity, 82% of people are more likely to follow a micro-influencer's recommendation.

In addition to serving more niche audiences, they can also be beneficial to a business as they provide access to a smaller subset of potential customers from a targeted demographic that shows interest in your company.

For example, if you’re trying to increase customers to your restaurant in Greenwich Village, Manhattan, during Pride Month, you can reach out to influencers such as Gabi and Shanna (@27Travels on TikTok)! These influencers have a niche in showcasing their travel experiences while demonstrating what it's like to travel in an LGBTQ+ relationship.

Micro-Influencers are both less expensive than macro-influencers, and more useful as well! Their credibility and authenticity will speak volumes for your business.

  1. Create Long-Term Partnerships!

If you’re a brand, you may want to find an influencer marketing agency as they already have established partnerships with influencers. This takes the difficulty out of finding the right influencer for you, or even needing to send outreach emails to an influencer you want to work with!

Once you start working with one influencer, you can continue to work with them. You're more likely to succeed if you keep working with the same influencer. An influencer’s audience might not react immediately, or the algorithm might make it so that their video covering your brand isn’t as effective as their other content. If a small portion of their audience is exposed to your business just once, that could be an issue. They might never go down the funnel process to become a customer of yours!

That’s why doing numerous videos with an influencer can be incredibly beneficial. This turns the influencer into an ambassador of sorts! If an influencer’s audience keeps hearing about you over a prolonged amount of time, they will think of your product or service when they’re in need of one! Their audience may also begin to be reminded of your brand whenever they see their favorite influencer!

After all, Influencer Marketing campaigns that last are the ones that are most valuable. Reach out if you're interested in getting started on influencer marketing.