Last updated on May 15, 2023
With the advent of the new era for marketing, businesses have shifted to the virtual world. Digital marketing is on the rise and it is crucial for brands to have a concrete digital presence. A great way of creating such a presence is to be visible to your target audiences via engaging content that they prefer to consume and this is where social media influencers play a pivotal role.
Influencers with their extensive audiences open up channels for a brand to reach out to these prospects. But, can brands collaborate with any random influencer? Absolutely not! It is essential that brands pick the right influencers that not only have a genuine follower base but also resonate with their brand values and build up a good customer perspective.
So, what is a social media influencer? In simpler terms, social media influencers can become the voice of your brand, so what they speak and who they speak to should be relevant to your brand’s objectives as well as authentic.
Here is an extensive guide that can help brands pick out the perfect social media influencers for a successful marketing campaign.
Mantras to pick the top influencers for your brand awareness campaigns:
It’s important to keep in mind that not every influencer is going to fit well for your brand campaign. You can either manually search for influencers, scour internet databases,
or find them with influencer marketing platforms.
Influencer marketing companies like Influencer.in, which has a coverage of more than 25,000 social media influencers and bloggers, can be a good place to start your search for the right influencer.
Following are some of the key factors you can use to determine the suitability of the influencer for your brand.
When it comes to selecting influencers, marketers are faced with two possible choices: micro Vs macro-influencers. Given the huge difference between micro and macro-influencers,
most marketers are naturally faced with the dilemma of which one is best for their brand. On the face of it, macro social media influencers might seem more effective because of their
huge reach. But things are not always that straightforward. To understand which type of influencer would work best for your brand, you need to first understand the difference between them.
The biggest difference between micro and macro-influencers is the size of their following. Macro-influencers have hundreds of thousands of followers, often exceeding a million. Their followers are often spread out all over the country (sometimes the globe) and have very diverse interests. Kylie Jenner with 99.9 million followers would be considered one of the biggest macro social media influencers in the world. Virat Kohli with 193M followers is one of the biggest macro-influencers in India.
On the other hand, micro-influencer meaning is more small scale. They usually have a niche audience and they are perceived as ‘peers’ by their followers. These followers are generally
concentrated in one specific region and have a single common interest binding them together. A thrifty Instagram fashion Influencer with 1500 followers would be considered a micro-influencer.
They might have a smaller number of followers, but they can still be very useful for brands.
|ROI of a macro influencer-driven campaign can be determined easily||The level of trust with the audience is lesser as it might seem constructed or unauthentic.||Micro-influencers appear more authentic and genuine.||Micro-influencer meaning is they are small scale.They have fewer followers compared to macro and hence, the reach and engagement are capped.|
|Increased level of reach and engagement||Macro Influencer campaigns are more expensive.||This type of campaign is easier to launch.||It can take a longer period of time to comb through the extensive list of micro-influencers as there are so many.|
|Macro influencers have the tools and expertise to drive the campaign with high-quality content with or without your help||The campaigns may be harder to execute.||Working with these micro social media influencers will help you focus on niche markets and target the right audience.|
|They have a more developed sense of professionalism as it’s their livelihood and they take their work very seriously||Brands with a limited budget can work with these micro social media influencers.|
While there’s no denying the efficacy of macro-influencers, micro-influencers can be more helpful for small businesses and start-ups. Your final decision on whom to use depends largely upon your marketing goals, your time constraints and your resources.
While choosing an influencer to launch a brand campaign, be sure of whether the campaign is a global or country/region/city-specific campaign. The geographical location is a key factor which can help you make the best decision regarding the selection of influencers for your campaign.
If you are launching a campaign worldwide but it’s not available globally then it doesn’t make sense. It’s best to target your location and pick influencers from that region for a better reach.
While seniority in grade holds more importance in an influencer marketing campaign, you must also consider if the seniority actually has an effect on your campaign objectives. Though a veteran influencer may have more recognition and a larger audience, new and emerging influencers come with their own distinctive benefits. They are more cost-effective and have a level of exclusivity with brands.
The influencers who have been in the market for a long time would have endorsed countless brands throughout their journey establishing them as paid brand promoters. Using a new influencer will give you the opportunity to achieve brand exclusivity.
This is a key factor to take into consideration while choosing the right influencer for your campaign. This is an important entity to keep in mind when wondering how to find influencers on Instagram. Determine the age category of the audience and check if the brand aligns with the interests and preferences of the influencer’s fan base.
Your influencer marketing strategy will be even more effective if you adopt a multilingual content strategy. This is highly relevant for a country like India where the majority of the people especially in tier-2 and tier-3 cities consume content in their regional language.
If you want your brand content to touch the emotional chord of your target audience, it will be a good idea to invest in influencers who are well-versed in regional languages. For instance, in order to empower the youth of Tamilnadu, we, at Influencer.in have launched a Tamil YouTube channel called Arrear Irundalum Career which offers career tips and advice. Check out this interesting video on how to create a good resume.
Here are the lists of the top influencers in fashion, beauty and food categories. This diverse types of influencer marketing services could help boost your brand campaigns.
For more influencers, here are the lists of all influencers in various categories
from automobile to parenting and technology to name a few.
If you are wondering how to find influencers on Instagram, Youtube or other platforms, one of the easiest ways to get your influencer campaign up and running is by collaborating with influencer marketing companies like Influencer.in. By logging on to Influencer.in, brands can easily find influencers of their choice by choosing from an extensive database of 25,000 influencers based on category, location, channel and reach.
Additionally, once the influencer gets shortlisted, they are automatically notified with a short brief of the campaign, making the entire process quick, easy and hassle-free. From keeping track of the posts being uploaded by the influencers to examining the reach of the campaign, the entire process of influencer marketing can be performed on one single platform.
Our influencer marketing services also include the usage of an app that makes this entire process as convenient as the click of a button. It essentially gives an automated approach to large-scale influencer marketing campaigns thereby, improving efficiency and saving time.
Furthermore, with an exceptional content sharing feature, influencers can share all types of content in one central system, adding a lot of transparency and ease to the process.
Influencer marketing offers a subtle approach to promoting your business through various platforms that fit your brand’s identity. From the visually-appealing medium of Instagram to the engaging video platform of YouTube, choose an approach that will attract your audience like a moth to a flame.
However, it is not all about socially shareable posts! You can also opt for blogging and other forms of content marketing for brand awareness with valuable backlinks.
Instagram has grown to become the biggest and most successful social media platform with around 50,000,000 Indian users. Marketers have begun recognising the potential within this
platform and have been leveraging its power to their benefit. So what exactly is it about Instagram that makes influencer marketing so effective?
Human beings are visual creatures and their attention is more easily captured by a beautiful, catchy image than by a long expanse of text. Instagram lets the users tell a story through pictures and that’s essentially why it’s so successful to this very day. Influencers have mastered the art of storytelling through images and that has created a significant marketing avenue for brands. Most consumers will be captivated by the images and will want to know more about the product and the brand. Additionally, the top Instagram updates ensure that each post has a fresh new approach to it, making it all the more intriguing to followers.
Today, consumers have begun to reject outright the ‘annoying salesman’ approach most advertisers resorted to in the past. But Instagram allows you to be yourself and develop an actual connection with the audience. A paid partnership on Instagram is one of the many ways through which you can reach out to your target audiences.
When you find an Instagram Influencer to promote your product, your brand becomes a part of the influencer’s personality, which, in turn, extends to thousands of their followers. Consumers are more compelled to check out the product when marketed in a more natural way.
One of the most popular techniques that influencers use is tagging the brands that they swear by. While posting a picture, they will add a link to your account in the description and ask their followers to visit your page. This technique is helpful in driving more traffic to your brand and this indirect approach works a lot better than directly telling their followers to use the product, which might make them suspicious.
Take note, that influencers who get paid for promoting a brand also need to disclaim to their audience if a particular post is a result of them leveraging the feature of paid partnerships on Instagram. This also adds transparency to the entire influencer marketing process.
Capture, post, chat, tag, follow- Instagram offers so many ways for influencers to reach out to their audience. The Instagram stories feature is also a great way to create engaging content that converts. This personal touch is exactly what makes Instagram the powerhouse for influencer marketing.
It is true that a brand that does not use video content for marketing its product will have trouble reaching its maximum potential. According to recent research, around 476 million Indians use YouTube regularly. With such a rapidly expanding audience base, YouTube has become one platform that brands need to leverage in order to expand their reach.
According to another research, 65% of audiences who view videos have brand opinions, which have been strongly influenced by a YouTube influencer they follow. Read further to understand why YouTube has been one of the most desired platforms for influencer marketing.
The YouTube Brandcast 2018 event revealed very important figures about how powerful influencers on YouTube really are.
These numbers prove that YouTube is an indispensable platform for brands trying to widen
their consumer base through video content that converts.
While Instagram and YouTube are great visual ways of reaching your target market, leveraging influencers with a strong blog is one of the sure-shot ways of convincing your target audience about your brand.
Collaborating with influencers to do a sponsored post with engaging content is a great way to get the word out there. This is essentially the bloggers’ view of the brand’s product or service in their own voice and tone.
Two of the biggest advantage of a sponsored blog post are:
Be it a product launch or a review, an influencer writing about your product can create a buzz in the market. Their entire network and followers get to see it, giving a huge boost to your brand
awareness campaign. You can also leverage the power of regional content through influencer marketing to widen your reach.
Let’s face it, in this competitive world, appearing at the top of a Google search is everything. While there are plenty of methods and steps to be followed to
achieve this, one of the prominent ways is have adequate backlinks to your website. Ensure that these backlinks are of high quality and from an authoritative domain for best results.
BlaBla Cars, a company that connects car owners and co-travellers to share city-to-city journeys, used this method when they launched in India. As part of their marketing campaign, they tied up with Influencer.in to reach out to a travel influencer.
For this campaign, the brand chose a popular travel influencer, Siddhartha Joshi who took a ride from Pune to Mumbai using BlaBla cars and wrote a piece on it on his blog. The blog not only got around 500 shares but also included links to the brand’s website.
Want to tie up with travel influencers? Check out our top 20 travel influencers!
Every marketing approach comes with a set of do’s and don’ts and influencer marketing is no exception to this. To begin with, a few influencers may have a predefined way of showcasing their content. Give them the freedom to speak about your brand in their unique way to make the campaign seem more authentic and relatable. It is also important to ensure that the brief given to influencers is crystal clear and to the point with no payment delays. While planning to launch an influencer marketing campaign, there are a few areas where you could go wrong. There are a few issues faced by influencers, you can understand their issues and help create a smooth and successful campaign by understanding these issues and overcoming them together.
These issues were compiled based on our interactions with influencers, the survey we ran amongst influencers and learnings from various events such as Social Media week Bengaluru.
Although most influencers are working for a fee, it is important to understand that they are putting in a lot of effort to make your brand and product look good. So it is important to acknowledge the effort that they put in. When the influencers see that you are valuing their effort, they are bound to do a good job with the products and it also helps build a good relationship with influencers.
Whether it is a Twitter campaign or a product review that you are looking at or influencer marketing for your event, the first thing you need to communicate is a brief. This will help them understand the expectation of the brand. The brief needs to be extremely clear and you will need to introduce your brands and what you would like the influencers to do in it. Specify time, social media channel and the deadline for all their actions.
For any influencer campaign to work, brands need to give the influencers some space and freedom to bring out their creativity. Allow them to speak in their own voice only giving them guidelines on your message. They are representatives of the brand and the more authentic the content is, the more successful the campaign will be.
As a brand, it is important to make timely payments as delayed payments can lead to influencers not wanting to work with you on a future campaign. Also, as you delay payments there are chances of them taking to the internet to talk about your brand. It is always a good idea to give influencers timelines about the payments and stick to it and if there is a delay it is advisable to keep them informed.
Social media influencers are usually shortlisted based on the brand, its business and the marketing objective. Depending on the target audience, geography and demographics the right set of influencers is chosen.
If you’re looking to become a social media influencer, here’s what you should do:
There are no free lunches. Social media influencers are compensated for the campaigns in either monetary terms or free samples/services/products depending on the business and campaign. The costing varies and is discussed with the influencer one-to-one.
A social media influencer will aid you in creating brand awareness on social media platforms, they can also help in quality leads and conversions. However, using influencer marketing you can not derive a guaranteed measure of sales. No matter how many top influencers in India you use, you also need to make sure that your products and services are on point.
After you find the right social media influencer for your brand marketing campaign, you can reach out to them through DM or business email. Frame a detailed message addressing them and their work, and talk about your brand and products. Then, express your interest in collaborating with them for endorsing your brand. There are a few macro-influencers who have separate managers to maintain their collaborations, you can reach out to them as well.