The digital landscape is competitive and evolving. The present time and age in this digital landscape is of influencer marketing. When executed well influencer marketing can increase your reach and build strong relationships with your audience. In this blog, we’ll explore the dos and don’ts of influencer marketing, Things to look out for, and much more.

What is influencer marketing?

Influencer marketing is part of social media marketing, Where you pay or partner with an influencer for the promotion of your goods or services. These influencers have established trust and a connection with their followers in their niche, thus any recommendation by them is taken seriously by their followers.  Brands try to use their popularity for the promotion of their products.

Any recommendation given by them is taken as social proof. You can collaborate with them or choose a product mention strategy depending on your need.

Types of influencer marketing

An influencer can be anyone with a loyal audience such as a blogger, TikTok star, YouTuber, etc. There are various types of influencers depending on their follower’s size, niche, etc. Let’s explore the different types of influencers 

• Mega Influencers: Celebrities with over one million followers on social media.
• Macro Influencers: Any person with more than 10,000 followers on social media
• Micro Influencers: These are the daily influencers who have less than 10,000 followers or a niche audience
• Nano Influencers: Any individual with less than 1,000 followers on social media. These influencers might generate community-based or location-based content. 

Every type of influencer has a different set of pros and cons. Depending upon your brand’s goal, budget, and niche you can decide which category of influencer suits your business.

DOs & Donts of influencer marketing

The Do’s represent some of the best practices of influencer marketing while the Donts represent the mistakes to avoid.

Dos

• Objective: Set a clear objective and goal for this collaboration and campaign. 
• Align with your brand voice: Use an influencer whose content aligns with your brand values and message. 
• Niche: Their niche should meet your target audience goals. 
• Transparent: There should be transparency between you and the influencer for the smooth functioning of the endorsement campaign.
• History: Check the history of the influencer, does he or she have a legal case or controversy? Does collaborating with them hurt my target audience? 
• Long-term relationship: Look for influencers who believe in long-term commitment to your brand and feel associated or connected to it.
• Creative freedom: Provide creative freedom to the influencer. Dont interfere in their content creation process.
• Multiple platforms: Make sure you run your campaign on various platforms. Use the platforms where your target audience is most active.
• Compliance with rules: The influencer should comply with your brand’s guidelines. Similarly, you should comply with their terms and conditions.

Donts

• Ignorance: Don’t be too ignorant that you don’t keep an eye on the content that is being created.
• one strategy: No one strategy is applied to all platforms or types of content. Different platforms and content require a different strategy.
• Audience Feedback: Never ignore your audience’s feedback. Try to align your content with their needs and wants.
• Contract: Make sure you and the influencers don’t breach the contract.
• Neglecting budget and analytics: Never neglect your analytics. Check the performance of your campaign by monitoring these analytics. Make sure your campaign stays under the budget determined for it. 
• Failure to set clear goals, and KPIs: A major reason for the failure of a campaign is the failure to set a clear goal and KPIs. Only when you set a clear goal you can achieve desired results. By using correct KPIs you can measure the success of your campaign efficiently.
• Content: While giving creative freedom to an influencer is a good idea you should make sure that content aligns with your guidelines, brand’s tone, and target audience’s expectations.

Finding the right influencer 

Look out for these factors before finalizing any influencer

• Engagement matters: Don’t fall into the trap of followers rather choose engagement over followers. Use an influencer who has more engagement, especially in your niche.
• Social media trends: Check various social media and monitor which influencer is making a major impact.
• Budget: Decide your budget first and then choose an influencer. Different types of influencers charge differently. So choose the one that fits your budget.
• Monitor customer’s online conversation: Monitor your customers’ social media and notice who they follow, mention in their conversations, or look up to.
• Tools: Use influencer discovery tools such as Buzzsumo, followermonk, etc. They also provide filters for more personalized searches.

Conclusion

Once you have finalized an influencer, build a relationship with them for the smooth functioning of your campaign. Create engaging content with them and interact more often for a better understanding. Influencer marketing is part of digital marketing. We at Lumia 360 can help you with digital marketing and manage your customer reviews as well. We are well experienced and follow the latest trends and technology. To learn more about our services visit Lumia 360.

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