Influencer Marketing 101

Sections

Basics

Platforms

Content & Strategy

Performance

Basics

What is influencer marketing?

Influencer marketing is a form of social media marketing where brands leverage people with a high following on social media platforms to engage with their customers. Historically, our society has been engaging in influencer marketing since humans existed, but in the modern context, it has become very easy for people to create a huge following of people by leveraging social media platforms.

Often, influencer marketing falls at the intersection of social media marketing and content marketing as influencers typically create content and gets distributed to their followers via a social media platform.

What are the advantages and disadvantages of Influencer Marketing?

Fundamentally, what influencer marketing offers better than all other marketing channels is trust. Your audience trusts influencers because they are highly relatable, have authentic content to share and genuine stories to tell. Your customers don’t perceive this as advertisements or that they are being sold to, but the content they like engaging with and find useful. This is one of the reasons why influencer marketing performs on average 3x to 4x better than other digital marketing channels.

However, given it's very unstructured format, ensuring an influencer marketing campaign is successful takes more effort than other channels. Because here, you will have to pick the right influencers, ensure the content strategy is in place, manage the operations of handling multiple influencers, etc.

This is where Winkl comes in. Our full-stack platform ensures that you get the bang for your buck when you run influencer campaigns. The Winkl platform takes care of all the manual and redundant tasks so that you can focus on what matters most.

How is influencer marketing different from digital marketing?

In digital marketing, there is usually a set of few ads that are targeted towards various audiences based on their location, interests and other parameters. However, in influencer marketing, more than ads, it’s content that is created by influencers and distributed to your audience in a very personal and relatable way. Content that your audience loves and engages with is often more effective than ads published by your brand as an advertiser.

Why should I do influencer marketing?

As a brand, if you care about engaging with your audience on a level that’s deeper than what regular ads can achieve, influencer marketing is something that you should totally explore. Given the rise in ad fatigue for advertisements in general, going beyond traditional ads is the need of the hour and influencer marketing when done well, can help your brand cut through the clutter.

Platforms

What social media platforms would work best for my brand?

This largely depends on your campaign objective and the type of product/service your brand offers. For example, if your brand is in the lifestyle space (fashion, beauty, health & fitness, travel etc.) Instagram and Youtube would be great platforms. However, if your brand is in the technology space, Twitter and Youtube might be a better combination. Apart from this, what also matters is your campaigns objective. If you are looking for sales and conversions, Youtube is a great platform to run a campaign on, however if you are looking for brand awareness, driving recall and reaching a large number of people, Instagram is the perfect platform.

Will a campaign across multiple platforms work well for my brand?

Some of the best campaigns we’ve done are the ones that are spread across multiple platforms. Running a campaign on multiple platforms ensures that your audience sees you multiple times at different places and that builds a higher intent to take an action as a customer. However, if you have a limited budget, it's a good idea to stick to a single platform.

Content & Strategy

What kind of content will work well for my brand?

A fundamental rule of content in influencer marketing is that it should be engaging and non salesy. If the content is salesy, it is a big turnoff for customers and they immediately tune out. However, if the content is engaging, fun, useful etc., it is more likely to yield good results. Many times, it’s a good idea to leave the content creation to the influencers as they know their audience best, while you can define an overall campaign brief and some basic guidelines.

How do I shortlist relevant and effective influencers for my campaign?

This is one of the most important tasks to ensure success in an influencer marketing campaign. While the follower or subscriber count is an obvious indicator to look at, what’s more important is the quality of engagement an influencer receives and their authority in a niche. To check for quality of engagement, simply checkout the comments section on the recent posts and if you find a good about of (>30%) real legit comments that are related to the content, it’s a good signal. You can also look at the influencer’s content and get a sense of what is their authority in the niche your brand falls in. It’s better to engage an influencer with a high authority in a niche.

Performance

What are the metrics I need to track to measure campaign success?

While this varies across campaigns and their objectives, depending on the campaign you can track metrics such as impressions, reach, engagement, click through rate, sale conversions, coupon codes used, traffic generated, new user registrations etc.

Have more questions or want to enquire about starting a campaign? Get in touch with us influence@winkl.co.

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