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What is Influencer Marketing?
Lets first define the term Influencer. A person or thing that influences others. Technically we are all influencers. Some of us simply have a more significant following and more influence than others. Paying someone to promote your product or service to their audience is called Influencer Marketing.
At its most basic, Influencer Marketing is a mix of old and new marketing tools, taking the idea of celebrity endorsement and converting it into a modern-day content-driven marketing campaign. The most significant difference is that the results of the campaign are usually collaborations between brands and influencers.
Influencers, unlike celebrities, can be anywhere. They can be anyone. What makes them influential is their large followings on the web and social media. An influencer can be a famous fashion photographer on Instagram, or a well-read cybersecurity blogger who tweets, or a respected marketing executive on LinkedIn. Within any industry, there are influential people—you have to find them. They are easily recognised by their hundreds of thousands (if not millions) of followers, and that’s the target audience you’re after.
The current state of the industry has experienced a rise in influencers fraud, people who cheat their way to the top buying followers and likes. This is a real issue across the industry and making it more challenging for brands to determine the authenticity of someones following.
Influencer Marketing isn’t just about finding someone with an audience and paying them with money or exposure so they can say good things about you.
That’s what viral celebrities are for.
Influencers are people who’ve spent time building their brand and cultivating their audience; they will be naturally protective of their reputation and the people who trust them. They’re people who had the patience and focus to succeed in social media, one organic follower at a time—people like this aren’t interested in a quick payout.
Influencer Marketing is also not about quick payouts. It’s the same kind of slow-and-steady approach as Social Media and Content Marketing, where your campaign isn’t about direct selling. It’s about showing your authority, credibility, and thought-leadership within your industry. It’s about becoming synonymous with whatever it is that you offer.
Where do we come in?
Influencer marketing is becoming more and more saturated meaning finding the right type of influencers can be hard. We work closely with trusted influencers across a range of different industries. We can source, manage and report on influencer campaigns. Contact us today for more information.