Sarah Sykes
BentonNewell CommunicationSocial Media Intern
With the rise of social media, influencers are becoming ever-present in the minds of companies and the public. Influencers can promote products and influence individuals into buying the items or services, hence their title. That begs the question, “Why use influencers?” Many companies favor influencers instead of traditional marketing strategies, such as commercials, billboards, and magazine advertisements. This reasoning is partially because 92% of the public trust the recommendations of strangers over brand advertisements, according to a 2017 Choozle survey (Shapiro, 2018).
The Benefits of Using Influencers
There are many benefits to choosing influencers to promote your products or service. Some of these benefits include the following: the creation of new, original content for your brand, boosting organic traffic to your website and engagement on social media platforms, improving search engine optimization rankings, and the generation of product sales (Shapiro, 2018). On platforms like Google, customers can choose to block pop-up advertisements. On social media platforms like Facebook, users can filter through your company’s advertisements. A benefit of using influencers is that their posts cannot be blocked or filtered. They directly access your target audience and guarantee engagement with your product (Samoilenko, n.d.). Many businesses recognize the power influencers hold: 67.9% of United States businesses are set to use influencers for their marketing purposes in 2021.
A Case Study:
The famous chickpea pasta company Banza got its start from influencer marketing. Founder Brian Rudolph knew the value of influencer opinions and how fast word would spread of his company once they began talking about it. He emailed different influencers and asked if they would like a free sample. Once they were hooked and his product, his brand was becoming a household name in no time. Now Banza can be found in many major retail stores across the country. There is no set “right” or “wrong” time for a business to seek the help of influencers. But, your business must have an established voice, values, and mission before reaching out to influencers. Influencers can help your business gain loyal customers and vital sales within your first few months of business. The right influencer can also help established enterprises reach new audiences and become a powerhouse in their industry.
Where Can You Find Influencers?
Influencers are prevalent on all social media platforms, but the most commonly used media sites are Instagram, Facebook, and Tik Tok. These platforms have significant marketing opportunities for companies to reach new audiences and increase sales goals. There have been many instances where a viral Tik Tok video has recommended products and caused those products to sell out on the company’s website within 24 hours. Reaching out to social media influencers is relatively simple; many who have a large following have their emails linked for business inquiries in their bios on their chosen platforms. If one is not listed, then messaging them in their direct messages is sure to grab their attention. Influencers check their social media at least once a day, and many constantly look for brand deals.
Can I Afford an Influencer?
Your company’s budget determines the size of influencer you can afford to promote your products. Influencers with a following close to Kylie Jenner’s, who currently sits at 245 million, expect close to 1 million dollars per sponsored post. All influencers set their prices differently, though smaller influencers are usually less expensive. The usual range for small influencers is $20-$200 per sponsored post, and for mid-tier influencers, the price can range from $1,000-$10,000 per sponsored post. It is important to remember that it is not always about the size of the influencer, but their values and reach to your target audience. If your target audience is in the United States, it does not matter if the influencer has 600k followers on social media, if only 25% live in the United States. Choosing a smaller influencer who has an extensive reach to your target audience will benefit your company.
Give It A Shot
You must be careful of which influencers you choose to collaborate with. Their actions and reputations will affect the perception the public has of your company. By partnering with an influencer, you are potentially putting your company’s integrity on the line. Influencers can be a double-edged sword; you have the opportunity to reach new audiences and sales, but there is also the possibility of having your reputation go up in flames. To have a better chance at avoiding the demise of your company’s image, create a list of influencers you believe could lead growth within your company. Run data analysis of those influencers’ engagement across social media platforms, compile a tab of past endorsements to ensure they will not clash with your business, and ask the influencer to report the conversions from their previous sponsored posts. These strategies will help your company narrow down influencers who are the best fit. Then, finally, draw up a contract that explicitly states what the influencer can post while endorsing your company. Though the process of choosing the best influencer to promote your company may seem daunting at first, being thorough and intentional in your pursuit will pay off in the long run.
