Influencer marketing is no longer about follower counts or glamorous photoshoots - it’s about trust. Today’s influencers are shaping conversations, driving authentic engagement, and tapping into niche communities in a way like never before. Whether it's a micro-influencer sharing a lifestyle “hack” or a viral influencer posing in a million-dollar campaign, brands are rethinking their strategies to harness the evolving power of influence and community.

What is Influencer Marketing? 

The biggest mistake a marketer can make is solely using buzzwords for the sake of using them. This is no different when it comes to influencer marketing - a term thrown around far too often, likely without understanding the true meaning. Influencer marketing employs relevant, niche content creators to improve brand awareness, increase traffic, and drive brand messages. “Influencer” is a relatively broad term. Theoretically, anyone could be an influencer! However, the options become limited depending on your brand's preferred reach and budget. The one thing to remember: don’t get wrapped up in the idea that you need a celebrity or “star” to make an impact. The best strategy for influencer marketing is teaming up with a creator who reflects your brand and already communicates with your audience. 

Who’s The Target? 

If your brand is considering dabbling in influencer marketing, it is important to identify your target and the social platforms they frequent. Online creators tend to live on social media apps where they can rapidly produce intimate, high-quality content, such as Instagram, TikTok, and YouTube. Video content is a huge element of influencer marketing, producing conversation-based communication between creators and their audiences.

For the sake of simplicity, it’s safe to assume that Gen-Z and Millennial internet users are the primary targets for influencers. 72% of individuals in these combined groups say they follow at least a few influencers online. 

• Millennials: Millennials prioritize authenticity and transparency when interacting with brands. This correlates well with influencer marketing as long as it’s done in a meaningful way! This group also values social responsibility, so consider working with influencers who value this, too. 

• Gen-Z: This consumer group loves short-form video. What are the odds that this is an influencer specialty? Gen-Z prioritizes diversity, inclusivity, and trust, so ditch the traditional advertising tactics and team up with an influencer who has created a transparent community.    

Although the focus tends to be on these two generational groups, influencer marketing can still be successful with Gen-X or Gen Alpha users. Remember, it’s all about finding an influencer who knows your audience! 

Staying Up to Date on Social Media Trends 

Before diving into influencer marketing, your brand must have a comprehensive view of your own social media and the dynamic daily trends. Influencers gain most of their interactions from engaging in trends online. Many influencers solidified their platforms by participating in a trend or creating one. If your brand is choosing to work with a content creator, you should know and understand the digital commotion surrounding your industry as well as what’s getting your audience excited online. Here are a few tips for keeping up with the dynamic social landscape. 

• Utilize Social Listening Tools: These tools allow you to monitor conversations across multiple social media platforms in real time. If your brand consistently monitors keywords and relevant hashtags related to your industry, you can identify emerging topics of interest to your audience. 

• Attend Social Media Conferences: These can be virtual or in-person. Conferences provide an excellent opportunity for your brand to hear from social media experts in your field. Ask questions and network with people bursting with relevant, up-to-date information. 

• Measure Your Success: This is one of the best ways to analyze your compatibility with an influencer. Do some self-reflection! By leaning in and discovering what your audience likes about you, you will have a clearer vision of what else they like. You’d be surprised how much you can learn by stepping back and listening. 

• Follow Industry Leaders and Influencers: By following other people in your industry, you can become a more knowledgeable marketer and start predicting consumer preferences. This is a great way to stay informed on the latest news and insights. Take notes on the strategies that work and assess how they can apply to your own audience. 

The Fallacy of High Costs

80% of marketers say influencers are an essential part of their strategy. With a statistic like that, it sounds like you're behind if you’re not already collaborating with creators. However, there are a lot of fears and obstacles that can prevent a brand from adopting this strategy. A big one - cost. Each platform has estimated costs for sponsored influencer posts. Also, the more “popular” the influencer is, the more the bank will break. Content type and timeline of your campaign will also impact the pricing of your influencer collaboration. If you’re a smaller business, don’t let this scare you away! There are countless micro and nano influencers with niche interests and audiences who appreciate the flexibility, communication, and community your brand can offer. Remember, influencer marketing is a relationship in which both parties benefit from the collaboration.

5 Tips for Finding the Right Influencer for Your Brand 

Let’s start by defining the different types of influencers. Mega influencers are the kings and queens of social media; their social platforms have over 1 million followers. Macro influencers have anywhere between 100,000 and 1 million followers. Micro-influencers typically range from 10,000 to 100,000 followers. Finally, nano influencers will have anything less than 10,000 followers on their profiles. 

As stated before, choosing the right influencer will come down to your goals and budget. Depending on the size of your organization, specific creators will fit more with your brand’s aesthetics and identity. At the start of your influencer marketing journey, it’s essential to keep in mind reach and niche. Your brand should walk through the steps below and keep these crucial elements in mind while you do it. 

1. Create an outline of your goals 

Establish the specifics of your campaign and estimate desired outcomes. This plan should include information about your brand identity, target audience, and intended posting platforms. This is all about self-reflection — you must understand yourself before attaching your brand to another face. 

2. Create a list of influencers who align with your goals 

Reach and niche! Research influencers who are social experts, participants, or dabblers in your industry. Find out who their target audience is and assess how closely this relates to yours. Balance developing a quality list with a variety of options. Don’t worry; this step isn't the endgame. 

3. Calculate these influencers’ engagement rates 

Look closely at their content and analyze what the numbers mean. Compare engagement numbers like likes and shares with views and followers. Do this for at least 10 of their posts to begin understanding the story of their engagement. 

4. Is their content relevant to your offerings? 

Numbers say one thing, but message says another. An influencer may be in the same industry circle as your brand, but do they have the right personality and tone to represent your brand? Deciding if your brand or products will be relevant and flow nicely on their feed is crucial.

5. Choose influencers with the same values as your brand

We mentioned this briefly, but values are immensely important in influencer marketing. Your brand, your target audience, and your chosen influencer should all share similar morals and interests. The partnership should feel like an extension of your brand, not a completely different entity with contrasting views or ideals. 

What Influencer Marketing Can Do For You

Influencer marketing remains a key tool for a brand’s digital marketing strategies as the digital landscape rapidly changes and develops. However, success depends on so much more than choosing a popular face. Navigating costs and collaboration dynamics requires proper analysis and understanding of your brand identity and audience members. As we move into 2025, find out what an influencer collaboration can do for your brand. It’s likely that there is a content creator out there just waiting to film a “day in my life” using your product.