Influencer marketing has rapidly become a critical part of many brands’ marketing mix. In 2022, brands need to employ more sophisticated influencer marketing strategies in order to reach consumers.
Gone are the days of using a single celebrity or social media star to endorse a product or service. Instead, businesses will need to identify and work with a variety of influencers who can reach different segments of the business.
Before we dive into the strategies, let’s see what exactly influencer marketing means.
What is influencer marketing?
Influencer Marketing is a form of marketing that focuses on using key influencers to drive the message of a brand to the larger market. These influencers can be bloggers, social media personalities, or even celebrities.
What sets influencer marketing programs apart from other forms of marketing is the way it uses trust and credibility to reach consumers. In many cases, consumers are more likely to trust an endorsement from an influencer than an ad from a brand.
The success of influencer marketing campaigns relies on what influencer marketing strategy you choose for your business.
10 best influencer marketing strategies
While there are many ways to execute an influencer marketing campaign, these influencer marketing strategies are some of the most effective ones, especially when you are at the beginning of your journey.
After you’ve determined your campaign goal, and defined your target audience and the budget of your influencer marketing program, it’s time to follow these strategies to help increase brand awareness and boost sales.
1. Find influencers in your niche
Influencers are key to any influencer marketing strategy. Using influencers in marketing is a great way to help you promote your product or service in a more creative way. Not only do influencers have a large audience, but they also have the ability to add value and credibility to your brand.
To find influencers in your niche, start by researching who is popular in your field. Once you have a list of potential influencers, reach out to them and make your offer.
Ainfluencer is an influencer marketplace that makes Instagram influencer marketing much easier with its AI engine. It connects brands with influencers 100% FREE with no hidden fees. You can explore and invite thousands of influencers related to your brand.
You are able to compare influencers based on their followers, engagement rate, quality score, category, location, etc.
You have access to real-time analytics and its automated system monitors the campaign and holds funds until the post has been published according to your deal with the influencer.
Check out this video to see how Ainfluencer works:
2. Leverage Micro Influencers
Micro influencers are social media content creators with a small but engaged following of between 1,000 and 100,000 users.
These influencers are often young, tech-savvy people who are passionate about their niche topic and share quality content. They are an important part of influencer marketing campaigns since they can promote your business to a more diverse audience than traditional influencers can.
If you are a small business, leveraging micro-influencers can be a powerful way to take your influencer advertising to another level.
Daniel Wellington, a world-famous watch brand, takes advantage of various micro-influencers to increase brand engagement.
They partner with different types of influencers such as fashion and lifestyle Instagrammers and even beyond. Micro-influencers often include discount codes in their posts for Daniel Wellington to help the brand drive sales and track ROI.
3. Focus on the right platforms
There are many different platforms to choose from for your influencer marketing program, but which one is the right fit for your business?
Among the most popular platforms for influencer advertising are Instagram, YouTube, Facebook, TikTok, etc. Each has its own set of features and benefits that may be the perfect fit for your brand.
Some factors to consider when choosing a platform include the audience of the influencer, the type of content they produce, the platform’s capabilities, and the Growth potential since some platforms have a larger potential audience than others.
4. Give influencers creative control
Influencers are the people who have the power to change a product’s fate by talking about it. They have a unique perspective that can be helpful in shaping a product’s image and increasing sales.
Brands need to be mindful of how they are using influencers in marketing and giving them the creative control they need to make their voices heard.
There are two ways to approach giving influencers creative control: give them complete freedom or set guidelines. Complete freedom can be difficult for brands to manage, as it can lead to inconsistent content.
However, not all influencers are the same – some have more control over their work than others. Let influencers choose their angle, give them time to get to know your brand, and encourage variety and creativity since creativity and innovation are key to staying ahead of the competition in the world of influencer advertising.
If you think that you have to be a human to become an influencer, think again! Loki the Wolfdog, partnering with the car and car-related brands, is a great example of a creative Instagram influencer marketing campaign.
Loki has been the partner of Toyota US and the BFGoodrich Tires company for years. And by going through Loki’s profile, you can really be surprised that this special influencer marketing strategy has turned out really successful!
5. Be aware of new platforms
With new platforms popping up all the time, it can be hard to keep track of which ones are worth your time and money.
There are several new platforms like Twitch, TikTok, Clubhouse, Discord, and many more platforms available that allow influencers to connect with brands and create content.
Before running influencer advertising with a new platform, be sure to start with a great influencer marketing strategy that fits the channel the best.
Since Social media platforms are constantly evolving to keep up with the latest trends, there have been a number of new ones that have come onto the scene.
For example, Clubhouse is a social audio app that leverages synchronous, audio-only connectivity between the audience and the speakers. It’s not quite a podcast, but a more personal way to share information with your audience in groups who can talk back to you in real-time.
The app was launched in 2020 and has 10 million active weekly users.
6. Turn influencers into brand ambassadors
A brand ambassador is a professional who represents a brand in the community or industry. They help spread the message of the company to new audiences by engaging in promotional activities, such as attending events and speaking on panels.
Brand ambassadors also serve as role models for consumers and can help increase sales by promoting positive associations with the brand. They can be independent contractors or paid promoters. They may work with the company full-time or part-time and may be responsible for promoting the brand across different platforms.
However, influencer advertising can be expensive, time-consuming, and difficult to manage. Turning influencers into brand ambassadors can help reduce these costs, make the process easier, and increase the reach of a brand’s message.
7. Use relevant hashtags
When you want to increase the visibility of your brand, what can be better than using relevant hashtags?
If your brand is not visible enough on social media, how do you expect followers to engage with you?
Using relevant hashtags plays an important role in a successful Influencer marketing strategy. Hashtags are a great way to connect with other people who are also interested in the topic or product being promoted.
Finding effective hashtags for your brand requires extensive research. However, even though the research may demand a lot of your time, it will be all worth it. You can generate high engagement rates when your hashtags are more specific to your brand or products. You also need to ensure that your hashtags are relatable to your target audiences.
Use a specific hashtag on all your social media platforms and encourage influencers to use them on their posts. Many brands leverage relevant and engaging hashtags as one of their influencer marketing tactics to boost campaign results.
For example, Mercedes-Benz teamed up with a group of German photographers as their influencer marketing strategy. They used the hashtag #MBdolomates for the promotion of the Mercedes-Benz G-class.
8. Make the most of influencer partnerships
Once you’ve established a relationship with an influencer, don’t miss out on any opportunity to collaborate. Rather than just sticking to the typical format where they post a photo to promote your product, have them record a video of it, post a story about it, or incorporate it into an interactive poll.
If you’re planning to host an event (in person or online), invite the influencer to attend and create content about it. You can even ask them to collaborate on future projects, eventually transforming them into loyal brand ambassadors and a long-term association.
9. Employees as influencers
Employees can be powerful assets of your Influencer marketing strategy. Research has shown that employees can have a significant impact on their organizations through their actions and words.
They can improve your organization’s performance by aligning their goals with the company’s mission and vision, setting an example for others, influencing team members, and promoting constructive communication.
In order to be an effective influencer, employees must be able to understand the company’s culture and values, know how to communicate effectively, and be persuasive.
Reebok encourages its employees to share photos of themselves on their social feeds wearing Reebok products, along with the custom hashtag, #FitAssCompany. The staff has taken up the challenge, and it has made for a series of thought-provoking and entertaining posts.
Reebok also wanted to encourage its employees to be authentic, to distinguish their posts from a typical paid influencer advertising campaign.
10. Measure your campaign results
It’s time to see how your influencer marketing strategy turned out.
Did you achieve the goals you set for your campaign?
How effective was your influencer marketing strategy?
Once you measure your influencer campaign results, you can improve upon what worked and tweak your approach for future campaigns. Measuring the success of an influencer marketing program is essential to determine whether or not it was worth investing time and money into.
Monitoring key performance indicators (KPIs) can help you track how well your influencers are performing and whether your campaign is meeting its objectives.
Some of the most important KPIs to track in an influencer marketing campaign include follower count, total reach, engagement rate, click-through rate (CTR), lead generations, and conversions.
There are many different ways to use influencer marketing to reach consumers in 2022. Whether you are looking to work with micro influencers or celebrities, make sure you target the right people and take advantage of influencer marketing tactics.
By using the best influencer marketing strategies, you can create long-lasting relationships with your audience and increase sales.
The effectiveness of influencer marketing relies on three factors: the quality of the influencer’s message, the relevance of the influencer’s audience to the brand, and how well the influencer engages with their audience. All three require careful planning and execution for brands to achieve success.
An influencer is someone who has a large social media following and can promote a product or service to their followers. They can be people who are famous or well-known, or they can be regular people who have a lot of influence on other people.