As marketers, we create content in order to persuade and engage with customers. But now a days, the customers are very particular. They can lose and gain interest into buying a product really fast.
Here , the content matters a lot. If it is a good content people are going to for sure at least give it a look, if not, they might swipe it down without even blinking.
We all buy only those products that actually is recommended to us by a trusted source. For example, if Kylie Jenner is promoting a brand,(if that is affordable to me) I would go and buy them. But why? Because that’s what happens in influencer marketing. Celebs or say influencers like her influence their followers into purchasing product. Influencers influence their customers into buying the product they are promoting. Brands rely on this marketing strategy more than other strategies as this is proven to be more successful.
It’s a global trend and its not going anywhere anytime soon!
In this new social media era, bloggers, youtubers and others with loyal followers on social media are the new influencers.
But how can brands find these influencers and how do they decide if this is the right Influencer for their brand?
Brands want someone.. with relevance
Brands would look forward to collaborating with someone who actually is into that niche/content category. It’s important to look at how aligned a blogger’s content is with your messaging.
Say for example, if you come across an influencer with technical content and you are a fashion brand, you won’t approach them. Because their content doesn’t go with your content.
If its technical content then its audience is mostly going to be looking for tech content and not something else. Audience of an influencer is far more important than the traffic because the main target is the audience.
Brands look for someone who fits into their objective completely.
Brands are looking for someone….who knows how to engage with its audience
Engagement of the influencer with its audience is the key to keep the audience attracted and on wanting more. The more the influencers engage, the more the audience is going to trust them and more they can influence the purchasing decisions of the buyers. Engagement is equal to trust which is important in influencer marketing.
Engagement is an indicator of how interactive a blogger’s audience is with the content. Do those readers respond, comment, and share? What percentage of readers are returning vs. new?
How much readers engage with a publisher and how often they return are indications of how meaningful those relationships are.
Brands are looking for someone….with reach
The more the influencers engage with their audience, their reach increases as well. Reach of an influencer is also very important. Brands would prefer someone with more reach than others with less reach. Because the reach of the influencers would ensure the advertisement of the brand as well. Reach is certainly a valid consideration.
It is also important to consider what other social media platforms your customers visit. If you are a food or fashion brand, someone with a large following on Pinterest or Instagram might be more valuable than someone on Facebook with a large fan base.
Brands are looking for someone with…. frequency and authenticity
As with marketing any website, it often takes multiple exposures to get a visitor to click and check out your site, and you want to make sure they come back. For that your frequency and authenticity of content matters.
If you don’t post your content frequently the audience might lose interest and not even get influenced. And if you post content regularly, it should be out-of-the-box content which would ensure that the customers would return.
bloggers who have a smaller ratio of sponsored content tend to be more trusted and appear more authentic. Personal stories that include genuine use or mention of a product, service, or brand are more trusted than straight product reviews.
Customers usually don’t trust sponsored products / brands. They prefer influencers to share their personal opinions which actually gets them more attention of the audience. Whatever your niche, you can engage with bloggers to create the quality, authentic content their audience expects while associating your brand with that content.
Brands usually look for all these traits before finalizing an influencer for their brand.
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