Influencer marketing is one of the fasting growing social marketing tactics. While unwitting brands pay top dollar for celebrities to promote their message through product placement posts that feel as inauthentic as they look, knowing marketers realize that you don’t need Beyoncé’s Instagram following to get bootylicious results with a solid influencer marketing strategy.
At the core of the success of influencer campaigns lies one of the oldest marketing devices in the world: word of mouth. According to Forbes, 81% of consumers’ purchasing decisions are influenced by their friends’ social posts. That means the most important part of creating an influencer strategy is figuring out which of their peers your customer base looks up to. That person will play a fundamental role in crafting a genuine connection with your brand.
Like all marketing tactics, partnering with the right influencer largely depends on the goal of your campaign.
If you’re looking for revenue-driven conversions, niche influencers with a smaller yet highly engaged following will be your best bet.
If you’re looking to raise general awareness of a particular product or create buzz about your brand, a large influencer may be the way to go, but be warned: popular influencers may charge six-figures for a one-off promotion.
Zeroing in on the right connection takes time and research. You can start searching through Instagram hashtags and sending messages of interest via DM, or you can let Deph Digital do the dirty work for you.
Once you’ve found the perfect match, it’s important to clarify your deliverable expectations in order to negotiate a fair rate. Influencer contracts encompass a variety of details (the duration of the agreement, content usage rights, FTC guidelines, affiliate links or codes, non-compete clauses, payment terms, etc.), arguably, one of the most important being content expectations.
While revenue-driven campaigns may consist of cross-platform promotions that share links for several months, an entire awareness campaign could be fulfilled with one Instagram live. The work is scalable, the possibilities are endless.
Still need help identifying an influencer that fits with your brand? We can help with that.