Influencer marketing is nothing new. PR pros have been building positive relationships with influencers since the dawn of the profession. What has changed is the definition of what, or who, an influencer is.
No longer reserved for journalists, media personalities, industry analysts and community leaders, the word influencer is used to describe anyone who has a large and loyal (mostly) online following. Click To TweetThat means Instagrammers, YouTube Creators, Bloggers, Podcasters and so on. There are millions of them each with his or her own niche, own voice and, therefore, own influence. And there’s money to made as brands are ready to pay out for Stories, Tweets and Lives.
So when The State of Influencer Marketing report, published by Klear, a marketing software company, stated that influencer relations activities have grown by 198 per cent in a year, it was no real surprise.
Instagram influencer marketing
The study focused on Instagram and #ad hashtag used by most influencers when its a paid-for post. In 2017, Instagrammers used the tag more than 1.5 million times. New guidelines from the Federal Trade Commission which require full disclosure of commercial relationships are driving this trend.
Brands are making budgets go further too. Instead of dropping a load of cash on a Kardashian-type personality, they are seeking to partner with ‘micro influencers’. These social media users might have smaller followings, but their engagement levels are a lot higher than most A-listers. And engagement drives content up those algorithms that serve up hot, relevant stories. The study shows that 90 per cent of sponsored post received on average 680 likes.
Influencer marketing is being used across industry according to the study. Fashion and beauty are the biggest categories by far, but food, travel, consumer electronics and automotive also feature.
Personally, I’ve recently been working on influencer marketing campaigns for government organizations, long-term care facilities, pet product companies and consumer electronic gadgets.
It’s an effective tactic for many goals and objectives. Find out if influencer marketing could work for you. Set up no-obligation chat.