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Influencer Marketing Guide That You Must Know In 2022

Celebrities and a few committed bloggers were the sole influencers in the business a decade ago. Social media influencers have risen in prominence and even been victims of fraud in recent years.

There's a lot of conflicting advice out there when it comes to influencer marketing, so if you've done any study on the subject, you may have come across contrasting advice.

As a brand, it's more challenging than ever to comprehend influencer marketing methods, but we're here to help you make sense of it all.

What Is Influencer Marketing?

Simply said, an influencer is someone who has the ability to influence others. Influencer marketing is when a powerful person works with a company to promote a product.

The first type of influencer marketing was celebrity endorsements.

Social content providers with specialty audiences, on the other hand, can often provide greater value to brands in today's digital age.

On social media, these personalities have devoted and active groups of followers.

As a result, a social media influencer is someone who uses social media to exert influence.

Influencer marketing is when you employ an influencer to promote your product or business.

More than two-thirds (67.9%) of marketers in the United States will utilize influencer marketing this year.

This year, that figure is predicted to rise to 72.5 percent.

Are you still not convinced that influencer marketing may produce tangible business results?

According to Civic Science, 14 percent of 18-to-24-year-olds and 11 percent of millennials bought something because a blogger or influencer recommended it in the previous six months.

Instagram is still the preferred platform for social influencers. In 2021, 93 percent of marketers in the United States want to use Instagram for influencer campaigns.

Keep an eye on TikTok, though. Only 16 percent of marketers in the United States expected to utilize TikTok for influencer campaigns in 2019, but 68 percent plan to do so this year.

In 2022, TikTok will be on par with Facebook as an influencer marketing platform.

What Is Influencer Marketing?

Social Media Influencers Come In 4 Different Types

In fact, influencers with a smaller but dedicated or specialty following may be more beneficial for many firms.

On all platforms*, influencers with 15,000 followers have some of the greatest engagement rates. Of course, the price can be far cheaper.

Let's take a look at the various types of Instagram influencers based on the size of their following. There is no hard and fast rule when it comes to audience size, however the following are the most common sorts of influencers:

Nano-influencers

10,000 followers or fewer.

Micro-influencers

10,000 to 100,000 followers.

Macro-influencers

100,000 to 1 million followers.

Mega-influencers

1 million+ followers.

Hand holding a pen with a calculator and different types of graphs
Hand holding a pen with a calculator and different types of graphs

What Is The Price Of Influencer Marketing?

Influencers with a large following are entitled to be compensated for their efforts.

Nano-influencers may benefit from free products, but a broader influencer campaign will require cash.

That expenditure might be extremely substantial for large corporations working with famous influencers.

Spending on influencer marketing in the United States is expected to cross $3 billion for the first time in 2021, and $4 billion in 2022.

Consider what kind of payment plan is best for your objectives. However, be open to consider the influencer's requirements as well.

An affiliate or commission structure, for example, could be used instead of or in addition to a flat fee.

In fact, affiliate marketing (via affiliate links and promo codes) is the leading source of income for 9.3% of US influencers.

However, the most prevalent price formula for influencer Instagram posts is as follows:

Total rate = $100 x 10,000 followers + extras

Facts, Figures, And Research On Influencer Marketing

  • Consumers who followed influencers in the United States and the United Kingdom were more interested in influencer content that entertained or assisted them with their daily lives as of May 2020.
  • Influencers can be classified in two ways: by their reach and by their niche.
  • Reach. As the number of followers decreases, targeted reach, cost-effectiveness, engagement, authenticity, and accessibility all improve.
  • Niche. Brands can use niche influencers to more specifically target their customers.
  • Before developing a collaboration, both companies and influencers should make sure that the influencer is brand fit, which means that the influencer is aligned with the brand and product.
  • To hedge their bets, brands should build a streamlined but powerful network of high-quality influencers.
  • Longer-term connections with fewer, more credible influencers are expected to become more important to brands.
Animated vector of a woman going up an escalator
Animated vector of a woman going up an escalator

What Is The Best Way To Develop An Influencer Marketing Strategy?

Establish Your Objectives

The primary purpose of influencer marketing for brands is to reach new target customers.

This makes sense because an influencer campaign allows you to reach out to that person's audience.

It's important to note that the purpose is merely to reach out to potential clients, not necessarily to make a sale right away.

Influencer marketing's third most prevalent purpose is to increase sales.

Consider how your influencer marketing plan will fit into your overall social marketing strategy, and set quantifiable objectives that you can track and report on.

To help you start, we've written an entire blog post about goal-setting tactics.

Know Who You're Attempting To Persuade

A successful influencer marketing plan necessitates speaking to the appropriate people with the proper tools and influencers.

The first step is to figure out who your target audience will be for this campaign.

Creating audience personas is an excellent technique to ensure that you know who you're attempting to target.

Perhaps you're attempting to reach out to a larger portion of your present audience - or a completely new one.

Create a matched set of influencer personalities once you've made your decision.

This will assist you in determining the attributes you seek in your influencers.

Recognize The Guidelines

It's critical to grasp the regulations before diving into influencer marketing. The Federal Trade Commission in the United States is in charge of these regulations.

The FTC is a firm believer in full disclosure. Make sure your agreements with influencers include disclosure standards.

Influencers must be able to recognize sponsored posts. They do not, however, always do so.

Alternatively, they may do so in such a way that the information is effectively hidden or incomprehensible.

The Competition and Markets Authority (CMA) in the United Kingdom, for example, investigated “hidden advertising” on Instagram and pressured parent firm Facebook to commit to measures that make disclosure easier and more transparent.

The particular standards vary slightly by country, so be sure to check your jurisdiction's most recent requirements.

Most of the time, all you need to do is be honest and transparent about whether or not a content is sponsored.

The following are some of the FTC's important points:

  • The relationship must be disclosed in both written and verbal form in video reviews. It has to be somewhere in the video (not just the description).
  • The built-in technologies on social media platforms are insufficient by themselves. You should, however, continue to utilize them. Instagram now requires any branded content (also known as influencer marketing) to include the Branded Content tag to indicate the relationship. The text “Paid collaboration with [your brand name]” appears in the post header as a result of this.
  • For transparency, the hashtags #ad and #sponsored are excellent choices. However, make sure they're prominent and not merely added on to a long string of tags.

That last point is quite crucial. Some influencers may be hesitant to use the hashtags #ad or #sponsored right away. But that's exactly where it should be.

Take A Look At The Three Rs Of Influence

Influence is comprised of three elements:

Relevance

Relevant influencers share material that is pertinent to your company and industry.

They must appeal to the same demographic as your target market.

Adore Me, for example, collaborated with body positive maker Remi Bader to promote their inclusive swimsuit sizing.

The video received 3.2 million views on Bader's TikTok and over 8,800 likes on her Instagram Reels, exposing the line to a large organic following of loyal fans.

Adore Me also integrated Bader's material with an Instant Experience in an Instagram commercial.

The influencer ad campaign resulted in a 25% increase in subscription opt-in and a 16% lower cost per customer than their regular Instagram marketing campaigns.

Reach

The number of people you might potentially reach through the influencer's fan network is referred to as reach.

Remember that a small audience might be useful, but you must ensure that you have a large enough following to achieve your objectives.

Resonance

This is the possible level of interaction that an influencer can have with a relevant audience for your brand.

To be sure, bigger isn't always better, but that isn't always the case. As previously said, having a large number of followers is pointless if those followers aren't interested in your offer.

Niche influencers, on the other hand, can have a large number of loyal and engaged fans.

Make A Small List Of Influencer

The most important factor to consider when deciding who you want to collaborate with is trust.

The opinions of the influencers with whom you collaborate must be trusted and respected by your audience.

Any outcomes obtained without the element of confidence will be shallow. You'll have a hard time seeing a measurable business impact from your efforts.

How can you tell whether or not a potential influencer can be trusted? Engagement. You want a lot of views, likes, comments, and shares on your video.

You want to see these from the specific follower segments you're attempting to reach.

A high interaction rate indicates a loyal following, as opposed to a bloated follower count fueled by bots and fraudulent accounts.

You need to locate someone who creates content with a similar look and feel to yours.

The tone should also reflect how you wish to promote your brand to potential clients.

This will ensure that neither party's social media posts are disjointed.

Do Your Research

Examine what your potential influencers are saying on social media. How frequently do they post sponsored content?

Their engagement rate may not last if they're currently bombarding followers with compensated posts.

To keep followers interested, excited, and engaged, look for plenty of organic, non-paid content.

Also, keep this in mind when deciding what you'll ask the influencer to post.

Requesting too many postings in a short period of time may make it difficult for the influencer to accept your offer, even if it comes with a large monetary reward.

Influencers in high demand are bombarded with offers.

When approaching an influencer for the first time, you'll need to demonstrate that you've taken the effort to learn about what they do.

Make Sure You Understand Their Channels And Who Their Target Audience Is

A woman holding her phone up and talking to her online audience
A woman holding her phone up and talking to her online audience

Make contact in a private and personal manner.

Slowly begin communicating with a new possible companion by responding to their postings naturally.

Their material appeals to me.

When it's suitable, make a comment. Don't be pushy; instead, be grateful.

A direct message is a wonderful place to start when you're ready to suggest a relationship.

If you can locate an email address, use it. Sending a mass email or a generic DM isn't a good idea.

Writing a personal letter to each influencer may take a bit longer.

It will, however, demonstrate that you are serious about the potential cooperation.

As a result, your chances of making a deal will improve.

Provide as much information about your brand as possible. Tell them what you want your Instagram campaign to achieve.

Make it clear how the influencer will gain in addition to the monetary compensation.

One thing to remember during this process is that you might not want to utilize the term "influencer" while contacting potential partners.

Content creators prefer to be referred to as just that - creators - and may consider the term "influencer" to be an insult that devalues their effort.

Collaborate With Your Influencer To Create Effective Content

A social media influencer who has worked hard to build a following would refuse to accept a deal that makes their own brand appear inconsistent.

Influencers, after all, are content creators. As a result, they prefer to be referred to as "creators." You'll get the most out of their job if you let them show off their abilities.

Of course, providing some guidelines about what you're looking for is a smart idea. However, don't expect to be in charge of the entire campaign.

Keep Track Of Your Progress

It's easy to get caught up in vanity metrics like likes and comments when launching an influencer campaign.

You could be impressed by the sheer number of likes that your influencer can rack up if they have a far greater following than you.

However, in order to assess a campaign's effectiveness, you must first comprehend its worth in terms of return on investment.

One technique to track the visitors an influencer provides to your website is to use UTM parameters.

They can also assist in determining the level of involvement received by the campaign.

You'll get a clear image of the results if you provide each influencer their own unique link with UTM codes.

You may then calculate the effect on your bottom line. Another simple way to track the sales that influencers send your way is to give them their own discount code.

You'll get a clear image of the results if you provide each influencer their own unique link with UTM codes. You may then calculate the effect on your bottom line.

Another simple way to track the sales that influencers send your way is to give them their own discount code.

Fake followers should also be avoided by a corporation. An influencer can buy phony followers to give the impression of having a much larger following than they actually do.

When choosing an influencer, make sure their followers came from a natural source. Although this can be done manually, using a tool that does the checking for you, such as InstaCheck, is considerably more convenient.

The technology analyzes fraudulent accounts' engagement, spam, and overall activity to detect them. Influencer marketing can be done on a variety of channels.

As a starting point, Klear, Traackr, and HYPR are excellent options.

Hands raised up with question marks above them
Hands raised up with question marks above them

What Does Influencer Marketing Do?

Influencer marketing makes use of prominent specialty content providers to enhance brand exposure, traffic, and push your company's message to your target audience.

These content creators are already marketing to your ideal audience across several platforms, allowing you to broaden your reach across your buyer personas.

What Is An Example Of Influencer Marketing?

To reach their target demographic, several businesses employ influencer marketing. Influencer marketing is used by major businesses such as Motorola, Adidas, Pepsi, and Dunkin' Donuts.

Adidas has used influencer marketing to sell its products for many years. They utilize Instagram influencer marketing to reach a younger audience.

Can Instagram Pay You?

Yes. Instagram allows you to get compensated in the following ways: Creating sponsored articles for companies who want to reach your audience.

Become an affiliate and earn a commission by selling the items of other companies.

People Also Ask

What Is Meant By Influencer In Marketing?

People and organizations that have a level of expertise or social power in their industry are called influencers and are involved in influencer marketing (also known as influence marketing).

How Do Influencers Get Paid?

As brand ambassadors, many influencers earn money. Influencers regularly discuss the products and services given by the company instead of simply advertising them through a single sponsored post in order to raise overall awareness of the brand.

Who Is The Highest Paid Influencer?

  • Cristiano Ronaldo. Estimated Average Price Per Post - $880,259 - $1M.
  • Kylie Jenner. Estimated Average Price Per Post - $673,528 - $1M.
  • Leo Messi. Estimated Average Price Per Post - $651,957 - $1M.
  • Selena Gomez. Estimated Average Price Per Post - $636,320 - $1M.
  • Dwayne Johnson.
  • Kim Kardashian.
  • Ariana Grande.
  • Beyonce Knowles.

Conclusion

Indeed, influencer marketing has been the current trend in advertising these days and it doesn't look like it's going to stop soon. All companies/businesses that want to grow their presence online and make their products known to consumers should utilize this type of marketing more.

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About The Authors

Keith Peterson

Keith Peterson - I'm an expert IT marketing professional with over 10 years of experience in various Digital Marketing channels such as SEO (search engine optimization), SEM (search engine marketing), SMO (social media optimization), ORM (online reputation management), PPC (Google Adwords, Bing Adwords), Lead Generation, Adwords campaign management, Blogging (Corporate and Personal), and so on. Web development and design are unquestionably another of my passions. In fast-paced, high-pressure environments, I excel as an SEO Executive, SEO Analyst, SR SEO Analyst, team leader, and digital marketing strategist, efficiently managing multiple projects, prioritizing and meeting tight deadlines, analyzing and solving problems.

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