As summer internships come to an end, our PR Intern, Coco Cameron, presented her capstone project on a topic that has raised much discussion throughout the communications and social media world—influencer marketing!
If you’ve scrolled through TikTok or searched the web lately, you’ve likely noticed that influencer marketing is everywhere. Brand trips, partnerships, unboxing hauls, discount codes, social media takeovers, brand ambassadors—you name it, and it most likely qualifies as influencer marketing.
History Fact
Although the initial concept began in the 1760’s with Josiah Wedgewood asking the British royal family to endorse his pottery, influencer marketing has taken a new form in millennials and Gen Z. Individuals of all ages have started to post more frequently online which has grown their personal brand and helped them to become “influencers.”
the ultimate goal
Companies and businesses have hopped on this growing trend and engaged with influencers to form partnerships to assist in promoting their products and services. This partnership not only benefits both parties but, more importantly, builds trust between the consumer and the company.
the 4 types of influencers
Influencers can be categorized into 4 types: mega, macro, micro, and nano. This ranking is established by the number of followers they have.
- Mega: 1 million+ followers
- Macro: 100K – 1 million followers
- Micro: 10K – 100K followers
- Nano: Less than 10K followers
As influencers gain popularity on social media, partnerships form and promotion opportunities take off. Out of all platforms, Instagram, TikTok, YouTube, and Facebook have seen the greatest success with this. PRO TIP: Choosing influencers with high engagement rates as opposed to a substantial number of followers, will best position your company to see a larger reach and boost awareness.
Step by step: Engaging the influencer
Now this might be easier said than done, right? How do you get the influencer to notice your company? Here is a 6-step process on the ways to plan, communicate, and engage with your company’s dream influencer!
1. Identify the Right Influencer: Understanding your influencer and what they value most will help you decide whether they are the right candidate for the job. Knowing their pricing is key in helping decide this as well, whether they bill by the month, day, or hour.
2. Set Your Budget: It is important to consider whether the desired influencer fits your budget. Assess how much you are willing to spend on the partnership.
3. Approach Them Strategically: How are you going to approach your influencer? Is it through social media, email, or their management agency? Research their preferred means of communication to increase your chances of hearing back.
4. Set Your Goals: What is this partnership trying to accomplish? Do you want to increase sales of a certain product or service? Are you looking to engage a new audience? What is the main reason for reaching out to the influencer?
5. Agree to an Outreach Plan: Communicate with the influencer about your desired outreach. Is it going to be promoted through social media, ads, or websites? Hear the influencer’s ideas on this, as they know their platform and followers the best and know what gets the most views.
6. Review and Analyze: What worked best? What could have been done better? What was the best metric to track the performance to see if it was a success? Would you do it again? This process can seem daunting, but if you follow these steps, it will become more feasible… especially if your company wants to partner with a mega influencer!
At D&A, we are always researching new opportunities for our PR clients to seek maximum engagement, even if that means stepping away from traditional media coverage.