Social media influencers are people who leverage their strong followings and reputations online with various brands to help promote services and products on social media. Let’s explore the types of influencers, their marketing power, and how you can drive more income online either as an influencer or a brand working with influencers.
Influencers are individual people with established credibility and knowledge in a specific area, such as fashion or cooking, who are active on social media with a large following and are able to drive purchasing decisions with their content. Influencers team up with brands to help promote a brand or product through relatable, real, social media content. In return, influencers are paid for their content, some making thousands of dollars per post.
Influencer marketing involves brands working with social media influencers through endorsements and sponsored content to drive an increase in sales. Simply put, influencer marketing is a collaboration between brands and influential people who are experts in a field and love the brands they are working with. It is because of this authentic connection with the brand that the influencer’s social media content resonates with the audience and has the power to sell without being salesy. Just as with traditional marketing, influencers are paid for their content, some earning thousands of dollars for a single post. Why? Because, "customers don't buy a product, they buy a story." This guide will help you identify the right type of influencer for your brand and get you on the path to creating viral campaigns.
Influencer marketing is so important because it connects people with people. With the advancements in technology and changes to how people connect-virtually-many traditional marketing tactics no longer yield the same results. Enter, influencers.
Gen Z influencers are a powerful generation of natural-born social media influencers and they may be the key to your brand’s social media success. Born between 1995-2009, they currently make up 41% of the world’s population and have a spending power estimated at $143 billion in the US alone. They are driven by authenticity, and demand the same in media representation and from brands alike.
Unlike Millennials who collectively struggled during the economic downturn in 2007 and still struggle with mounds of student debt, Gen Z is fueled by a desire to be debt free and are challenging the status quo in many ways. They are digitally savvy, extremely active on social media and serve as a catalyst for change. Move over Millennial Pink, Gen Z Yellow and technicolor are here to stay.
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With the industry projected to be valued at 15 million dollars by 2022, there’s no denying their popularity and influence when it comes to a brand’s overall marketing plan. And there’s a place for you online too!
Your time and influence are worth money and companies are paying. Set to reach 15 billion dollars in spending by 2022, influencer marketing has quickly surpassed print marketing as the primary pay for play medium. It’s up to you to know how much you should earn and why. Factors such as follower count, notoriety, and engagement rate will determine your distribution fee. Beyond that, brands will want to know that your activities and audience align with their goals. When it comes time to negotiate, be upfront with the brand you’re working with about how much goes into making your content.
Branded content is social media content produced and posted by someone outside a brand or business, like an influencer. This type of content focuses more on spreading brand awareness than selling. For this reason, brands partner with influencers to create “real people” content for the brand's desired marketing goal. Although the content is sponsored, it doesn’t feel like an ad to the viewers. A blended mix of high quality images and engaging short videos are necessary for a winning strategy. And remember that whether you’re an influencer posting branded content or a brand getting tagged in it, you’ll want to pay attention to analytics and see how the collaboration is performing.
