If there is one thing we’ve all come to love and admire, it is Influencer Marketing.
I mean, what could be more exciting for a digital marketer than being able to push content ORGANICALLY? Yes, we all know how tedious it is to keep seeing ads thrust in your face. Heck, we hate it too. But before you get all excited about Influencer Marketing, let’s do some background talk.
Who? An influencer is an individual who has the power to affect purchase decisions of others because of his/her authority, knowledge, position or relationship with his/her audience.
What do they do? Duh, They ‘influence’.
Why do we need them? Influencers are a trusted voice that people actually listen to. They provide organic content, have a relationship with your audience, etc.
TYPES OF INFLUENCERS
- Everyday Influencers: These are people who don’t consider themselves Influencers but can influence their friends and families to try out a new product. E.g, you and I.
- Brand Advocates: These are people who may have stumbled upon a product or service, saw how good it was and decided to spread the word. They are UNPAID Influencers.
- Micro-Influencers: Micro-Influencers have a relatively low reach but their content is highly engaged with by the followers they have.
- Professional Influencers: These influencers are relatively known in their fields and their words carry weight in the niche they are in. E.g Kayode Abbass in LinkedIn, Ized in Digital Marketing, Ken Ndubuisi in Facebook Ads
- Macro Influencers: These influencers have amassed a name for themselves. They are recognized by their content and personality so much that they require talent managers. E.g Maraji, Lasisi Elenu
- Celebrity Influencers: These are top Influencers who are renowned in a particular field. That is, when you think of people in that field, they come to mind.
E.g, Wizkid, Adesua Etomi-Wellington, Ebuka
Assessing Influencer Popularity
So, you want to use the services of an Influencer, but you are not sure of how to select the best brains for your brand.
Here is an easy way to assess Influencer Strength, usefulness and obviously, popularity. I call them the 4 Rs.
- Relevance: This is to say that the individual is an expert in his/her field so his/her thoughts on a matter are considered professional and worthy of being imbibed.
E.g Segalink on human rights.
- Resonance: The Influencer mustn’t just be someone with a large following. Do people engage with his content? Does his content resonate with his followers? Is his content related to what you’re trying o promote?
- Reference: Is this person respected as a thought leader in his field? Will other influencers want to latch on to what he is talking about?
- Reach: How far can they take your message?
Things to note before you select an Influencer:
- Set goals and measures for your campaign: How many impressions, interactions, etc. do you want the Influencer to deliver.
- Segment and select your Influencers: Make sure the person you choose has values that tie to your brand so the message he/she puts out can be accepted as truth by his/her followers.
Dealing with Influencers may be a tad tasking at first, but if you do your homework well, you’ll find it to be one of the most interesting facets of Digital Marketing.
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