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Jun 10 2022

An Introduction to Influencer Marketing on Social Media

Influencer marketing on social media has become one of the most impactful marketing methods available to date. Social media and influencer marketing go hand-in-hand to help brands natively target engaged audiences across activated social platforms. 

Influencer marketing was once considered a marketing fad, but as people began spending more time scrolling through social media for entertainment and discovery purposes, it became a constant piece of marketing spend. 

Influencer marketing can be incredibly impactful when done correctly, but detrimental when not. Working with an influencer marketing agency can ensure your social media influencer advertising strategy is optimised from the beginning. From creative ideation, to strategy, influencer outreach and vetting, campaign activation, and reporting, an influencer marketing agency can give you the expert advice and support you need to get started. 

But what is influencer marketing on social media?

Influencer marketing on social media is a digital marketing method that utilises individuals with prominent followings or engagement on various social media platforms. These influencers can promote brands, products and services to their audience for monetary compensation or product gifting. 

Why does influencer marketing on social media work? 

Consumers nowadays have become wary of branded content online, but specifically on social media. Using influencers helps brands bypass this distrust as they help humanise the brand with their perceived authenticity. Influencers have worked hard to build trust with their audiences, meaning their recommendations are heavily considered in purchasing decisions. 

In addition to this, influencer content can natively target audiences. Their content appears as users scroll through their Home feeds or For You Page, meaning users don’t immediately realise they are being advertised to. This means audiences will pay more attention to the content initially because it is from a creator they enjoy. 

Influencers understand social media. They make use of the different features social media platforms have available because it not only provides a variety of content to their audience, but increases organic reach—it’s a win-win situation. Working with influencers gives brands access to this knowledge, meaning brands can have a variety of content created specifically for them. This can be posted to the influencer’s channel or be curated and reposted to the brand’s channel. 

Influencer marketing offers brands access to hard to reach audiences, especially if they opt to use micro influencers. Although micro influencers don’t have the largest followings, their audience base is hyper-engaged, meaning they often have higher conversion rates. 

FAQs

Why are social media influencers good for marketing?

Social influencer marketing is good because consumers have become wary of branded advertisements. They have lost trust in brands being honest in their promotions. Influencers allow brands to bypass this distrust. Influencers have earned their followings by acting as experts within their chosen fields, meaning their opinions are respected by audiences. 

What is the best social media channel for influencer marketing?

Influencer marketing on social media can be hugely impactful. There’s no definitive answer to which social media channel is best for influencer marketing because it completely depends on the brand, audience, messaging and social media influencer campaign goals. 

Each social platform has its own benefits. So when considering influencer marketing on social media, you need to understand and assess exactly what each platform offers, its primary audience base, and the types of influencers or creators available. 

Instagram influencer marketing and Facebook influencer marketing will offer completely different results, even if the content and strategy is relatively similar. 

What is social influencer marketing?

Influencer marketing on social media is the process of using social media users with large and/or engaged followings to promote your brand, products or services on different platforms.

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

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