What business owner wouldn’t love a celebrity sharing their love of your product or service on Facebook, Instagram or Twitter? Social media influencers can take your product from “not to hot” in a mere tweet.
Celebrity endorsements have been around for decades. In the past, television personalities, movie stars, or others who were famous would persuade us to own this car or drink this soda. However, in today’s digital world, the niche market has taken on a whole new audience.
In fact, a fashion survey conducted by Dana Rebecca Designs found that 89% of Millennials, 82% of GenX, and even 65% of Baby Boomers use Instagram! With someone who has a large following on Instagram, a mention of your product can reach a very large audience.
Why Should You Take Notice of the Social Media Influencer?
Put plainly, a social media influencer is someone who has a large following on social media and can influence those followers to purchase or use a particular product simply through a mention. This power is not given overnight and is not equally distributed. The social influencer has a target audience, has built trust, and works hard to remain influential.
Finding the right social influencer to market your particular product. Accomplish this by:
- Relevant – Finding a relevant influencer who shares content with your target audience.
- Return on investment – Determining how much return on investment (ROI) you would recoup based on investing with a particular influencer.
- Relatable – Does your chosen influencer resonate with your audience? It is meaningless is your chosen influencer has millions of followers, but only a handful are interested in your product or service.
Using the Social Media Influencer Model for Your Business
If you are thinking of creating a following yourself, remember these tips:
- Stay focused on your target audience. Don’t try to be all things to all people. Remember who you are designing your campaign for and don’t deviate from that core group.
- Try to engage with the core audience. No matter how spectacular a campaign may be, if the audience doesn’t trust the messenger, the message will be lost.
- Keep the look and feel of your campaign consistent. Whether you are promoting your own brand or working with an influencer, if your brand is gluten free, don’t pair with an influencer who is consistently seen eating gluten products.
- Oversaturation is just as bad as no exposure. Think of posting too much paid material as white noise. A good rule to adhere to is not exceed the one to five rule: one sponsored post to every five organic posts.