By Savannah Milazzo
Influencers began having an impact on society starting in the 18th century. Now, you scroll through almost any social media platform and come across an influencer. But what does that mean?
According to Digital Marketing, “92% percent of consumers trust word-of-mouth recommendations above all other forms of advertising.” Social media companies are slowly learning that what individuals have to say matters, and they have to start listening. What’s exciting about this change in influencer marketing is that everyday people who have established niche communities can become influencers (Forbes). So, what can companies do to gain these types of people? Here are five helpful tips on finding and utilizing influencers effectively:
- Set your goals: You can’t start looking for the right people until you know your North Star. Once you have goals set in place, your search for influencers can begin.
- Define your target audience: Out of the millions of people on social media, you could run ads for months and never find the sweet spot. Finding the correct audience will help you “have a clearer idea of how to strategize your campaign” (Grin).
- Learn about the different levels of influencers: The phrase “Go big or go home” doesn’t necessarily apply here. As influencers develop, companies do as well. You need to understand what you want out of your campaign and find the specific kinds of people you need to reach. (Linkfluence).
- Time it right: Influencers can rise slowly or all at once. Be conscious of who you pick to represent your brand because, before you know it, you could have the most popular influencer repping your product (Forbes).
- Focus on connections: According to Forbes, truth and authenticity serve influencers well. Because they create personal connections with your audience members, you need to find influencers who can “bridge [the] gap” between you and your audience.
As social media grows and people become more interconnected, companies have to alter how they interact with their audiences. Flyers, emails, and posters don’t have the same impact they did 10 years ago. Now, it’s about meeting customers where they are and creating connections with them through social media influencers. Whether they’re nano- or mega-influencers, they’re here and ready to represent your brand. Are you prepared to find your influencer?