What is influencer marketing and how does it work

Influencer marketing is the promotion of goods or services through influencers. Influence marketing is otherwise called influencer marketing (from English influencer marketing), these concepts are identical.

In simple terms, influencer marketing, or influencer marketing, is when a blogger or celebrity talks about a company or its product.

Promotion with the help of opinion leaders is one of the main tools of Internet marketing. For some businesses, influencer marketing works better than SMM, email marketing, targeted and contextual advertising, or other channels.

TeachWiki Media has a great influencer marketing guide . After reading it, you will be able to run ads with bloggers. In this article, we will only cover a few basic and simple questions about influencer marketing.

Who are influencers or opinion leaders

Opinion leaders are people with a large audience of fans, subscribers, supporters, readers. They can be both celebrities - actors and athletes, and bloggers, popular thanks to social media accounts. Smaller companies are more likely to work with bloggers, while federal brands can afford to advertise with celebrities.

TeachWiki Media has a guide that details what influencers are and how a business works with them.

Influencer bloggers are often categorized based on the size of their audience. The audience sizes below may vary for different social networks.

Nanoinfluencers. They have from a thousand to 10 thousand subscribers. Nano-influencers have few followers, but they are loyal. The audience is more active than bloggers with a large number of followers. Also, the level of engagement, the ratio of coverage to the number of subscribers, the conversion of selling posts are higher.

Microinfluencers. The subscription base is from 10 thousand to 100 thousand people. Micro-influencers have more reach than nano-influencers, and advertising is more expensive. Engagement and loyalty are on average lower than nano-influencers, but higher than macro-influencers.

Macro influencers. They have over 100 thousand subscribers. Macro-influencer blogs have already become a business. Their audience is numerous and diverse. There are many celebrities among macro-influencers - athletes, singers, TV presenters.

Advertising with macro influencers is expensive. Promotion services from macro-influencers are bought, as a rule, by large federal brands.

Bloggers with millions of followers are called mega-influencers.

Why influencer marketing works

Social media users notice other users' posts more often than other content. Such posts get more views and reactions in feeds.

Bloggers are users who are trusted by the audience. They gathered around them people with similar interests - subscribers who are united, for example, by profession, lifestyle, hobbies, and so on. If an influencer talks about a product, they are more trusted than advertising on behalf of the company.

For example, you want to start selling dog accessories, and there are many dog owner communities on social media. If the leaders of such communities test your products and tell their subscribers about them, the latter are likely to believe their findings.

Another example of influencer marketing. The company commissions an advertising post from a celebrity who loves animals and pays a lot of attention to them on her blog. In the post, the celebrity says that she gave the company's goods to her Spitz and he liked the gift.

How companies work with bloggers

There are many interaction models, but we will cover three of the most common.

How do companies measure the effectiveness of influencer marketing? The following indicators are usually used:

How advertisers find bloggers

There are many options. Sometimes bloggers are found at business or digital get-togethers, media events, offline conferences.

There are chats and channels in social networks and messengers - for example, fromBerek in Telegram. In it, you can read reviews on bloggers, place ads with them, including at a wholesale price. Another example is the instabloog telegram channel , where there are reviews of bloggers and advertisers.

Many advertisers look for bloggers and order ads from them through specialized services - exchanges. On exchanges, you can find the right bloggers, place ads in their channels, and evaluate statistics. Here are some examples of such services.

How to find out more