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.
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.
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!
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.
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.
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.
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.
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.
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.
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.
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.
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.