Social media is one of the main areas where entrepreneurs are looking for forms of brand promotion on the Internet. Influencer marketing allows you to use the most popular platforms to reach customers directly and effectively reach your target group. It is currently one of the key strategies for online marketing.

What is influencer marketing?

Influencer marketing is all marketing activities that are based on the cooperation of a brand with an influencer (a person conducting business online, mainly in social media, who has a large group of recipients). The mechanism is based on using the power of influencers to influence the opinions, views and decisions of their followers. What are the most commonly used methods of promotion? Among them, it is worth mentioning in particular sharing discount codes with recipients, marking the profile of the advertised company in stories and posts, testing products and sharing reviews, as well as posting sponsored posts on the network. You can also often come across competitions in which the winner receives a product of the promoted brand.

Benefits of influencer marketing

Collaboration with influencers has many advantages and often facilitates obtaining measurable business benefits. What can be obtained by using this method of brand promotion?

Increased brand reach – influencers reach thousands, even millions of people. Thanks to them, it is possible to significantly increase the brand's visibility on the market.

Credibility – Influencers who are trusted by their audience can increase the credibility of the advertised brand. Their recommendations are considered credible and convincing.

Better targeting – influencers often have a well-defined audience, which allows for precise reach to potential customers.

Increased engagement – campaigns run by influencers who are active in social media tend to generate a higher level of audience engagement than traditional forms of advertising.

When does working with influencers pay off?

Entrepreneurs often wonder who should use influencer marketing . It is extremely beneficial primarily for companies whose activities are aimed at millennials and generation Z. This is due to the fact that people from these age groups usually look for opinions online about the products they are interested in. This method of promotion works perfectly for entrepreneurs operating in the lifestyle industry, among others. However, this is just one of the areas that can gain a lot from influencer marketing. There is no shortage of small brands using social media advertising, offering specialist products that are promoted in groups of users focused on a specific topic.

How to choose a creator?

In order for influencer marketing to be truly profitable, it is of great importance to make a thoughtful choice of the right creator. How to go about it? Searching for an influencer involves the need to constantly monitor various media channels. You need to know what is currently happening in social media and remember the specifics characteristic of individual services.
The influencer and the brand they will promote should represent the same values. This is a way to gain authenticity, which is key to gaining the trust of the audience. This is extremely important today - the time when public interest focused only on celebrities involved in paid campaigns is over.

How to avoid threats?

When deciding to work with an influencer, you should get to know the chosen creator well and make sure that the terms of cooperation guarantee security. What issues are worth checking before entering into a contract?

• Does the influencer have real followers? Otherwise, the entire collaboration simply makes no sense.

• How many brands does a person work with at once? Too many brands can cause the ordered messages to get lost in the thicket of too many advertising posts. However, the opposite situation is also not favorable.

• What is the history of the chosen influencer? If the content shared in the past contradicts the brand values, it can reflect badly on the entire image of the company.

Consequences of choosing the wrong influencer

Like any advertising strategy, influencer marketing also comes with some risk. There are currently many fake accounts on social media – an increasingly common problem, exacerbated by the rapid development of AI software. Creators can easily generate posts and also buy followers. Faked reach is one of the biggest threats to brands using influencer marketing.
It’s also worth being aware that most channels now require sponsored content to be labeled. Low-engagement audiences simply skip ads. So it’s important that the audience of a chosen influencer is engaged with their content and watches the published materials in their entirety.

Influencer marketing is a powerful tool that, if used correctly, can bring significant benefits to a brand. Choosing the right influencer and collaboration strategy is key to success in this field. If your company needs to increase its reach, credibility, and engagement with customers, it is worth considering this method of promotion as part of your marketing strategy.

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