Influencer Marketing: What Is It, And How Does It Work?

Influencer Marketing, Working with influencers can bring many benefits to your company: find out more about this new way to advertise your products.

The term “influencer” is now on everyone’s lips, and you are probably wondering if working with one of them can benefit your company. To understand this, let’s now analyze in depth this new way of advertising products called “influencer marketing.”

Who are the influencers?

Before analyzing the advantages associated with influencer marketing, let’s first understand who the influencers are. These are people who, on the web, are not only considered credible by many other people who trust their “advice for purchases.”

Commonly, a distinction applies between:

  • celebrities (influencers with over a million followers)
  • macro influencer (with over 500,000 followers)
  • middle influencer (more than 100,000 followers)
  • micro-influencer (under 100,000 followers)

Among the sectors in which they are most widespread, that fashion (in this case, we are talking about fashion influencers) and food ( food influencers) stand out.

An influencer generally maintains an authentic and familiar relationship with his followers and, for this reason, manages to influence the buying behavior of the people who follow him, triggering viral dynamics. Therefore, becoming part of an influencer’s story offers visibility and value to a Brand.

How to create an influencer marketing campaign

An influencer marketing campaign involves the involvement of an influencer by a Brand for commercial purposes. On a practical level, the influencer spreads content on his channels, generally photos and/or videos, which show his approval and support (endorsement) for that Brand or for a specific product, thus generating an advertising effect on people that follow him.

Before choosing the right person, however, as with any campaign, it is first of all necessary to define objectives, target audience, and available budget.

The selection of the influencer is then carried out based on the qualitative and quantitative analysis of his audience, the engagement rate (the fan engagement rate), the cost/benefit ratio connected to his “tariff,” and many other aspects that define its ability to make itself credible and “sell” a product to an audience that, otherwise, the Brand would not be able to reach. In this sense, the quantitative distinction between celebrities, macro, middle, and micro-influencers is not always indicative: in some situations, in fact, a micro-influencer could be more suitable than a celebrity for your influencer marketing campaign.

The success of a campaign of this type can be measured through some statistical data, such as traffic on the site and any e-commerce, the number of products sold through a discount code, impressions, the increase in followers on your account, the engagement rate and the CPM (i.e., the Cost per Mille, an indicator commonly used in the advertising sector, which reveals how much it costs to show advertising per 1000 views/readings of the same).

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