It seems like it was only yesterday the term "influencer" became a thing. Now, influencers, and consequently, "influencer marketing" has taken the online world by storm.
With 3.484 billion social media users worldwide in 2019, it's not surprising to see why influencers are trending. More than 3/4 of Facebook users and 1/2 of Instagram users also use the platforms daily, exposing themselves to influencer content every single day.
This constant exposure to influencer content definitely impacts their buying decisions.
To understand just why marketers are all for influencers, here are the basics you need to know about influencer marketing.
Fast Facts About Influencer Marketing
Influencer marketing is growing at such a rapid pace their followers actually listen and heed their suggestions.
Before you jump right into finding influencers to market your brand, you need to know a few things first.
- There are various types of influencers depending on how big their following is. Here’s a roundup:
- 1K - 10K = Nano Influencers
- 10K - 50K = Micro Influencers
- 50K - 500K = Mid-tier Influencers
- 500K - 1M = Macro Influencers
- 1M+ = Mega Influencers
- These are the most important metrics for influencer marketing in 2019:
- Engagement Rate
Among these metrics, conversion is the most important factor to consider. To learn more about these facts about influencer marketing, you can look at the section on Influencer Marketing in QuaGrowth’s The Definitive Digital Marketing Guide for 2019.
How to Find Influencers for Your Brand
AVERAGE LIKES + AVERAGE COMMENTS/ FOLLOWERS (30 – 50 NEWEST POSTS) = ENGAGEMENT RATE
The above formula is how you determine the Engagement Rate of an Influencer. Take an influencer’s most recent 30 to 50 posts to average out the number of likes and comments. Divide the combination of likes and comments by their followers count to get the Engagement Rate.
However, not all influencers are created equal. When you're considering working with influencers, make sure to review these tips to find the right influencer for your brand.
- Use hashtags to find influencers in your niche.
You obviously want to team up with influencers who are passionate about the type of products or services you offer. If you’re selling skincare products, then find influencers who constantly post about their skincare routines or posts product reviews. An efficient way to do this is to search hashtags in your industry or category and check out the most popular posts on those hashtags.
- Know your - and their - target audience.
Just because an influencer posts in your industry or category doesn’t mean you already have the same target audience. See if the age, agender, and other specific groups a particular influencer speaks to is similar to your target audience.
- Focus on Nano and Micro influencers.
Nano and micro influencers, in general, are not yet fully aware that they are influencers. These are the people who truly enjoy posting content that interests them, and they sound more genuine. This means that they usually get more engagement on their posts compared to mega influencers.
Aside from that, the ROI when teaming up with bigger influencers usually isn’t worth it. Since mid-tier to mega influencers know that their posts have a big value, they tend to charge a lot to do branded posts.
- Check out the explore page.
This tip is specifically for Instagram. Instagram’s explore page can open the door to lots of popular content and potential influencers for your brand. To make sure that you’re keeping track of everything, create a spreadsheet of the influencers you’re interested in.
Influencer marketing is a great way to get more attention to your brand no matter what industry you’re in. By banking on the authenticity, authority, and charisma of the influencers you team up with, you can definitely get more people to know about your company and patronize your products.