FAQs: Working with Influencers

The digital age has changed the brand-consumer relationship, offering more individualized lines of communication. Brands now have access to consumers through social media, with influencers helping introduce the two via social media influencer campaigns. Influencers open a fast-tracked lane to buyers that helps put products in the spotlight.

Separating your brand from competitors is what marketing is all about, and influencers help differentiate brands by driving awareness to sell products, offering their personal testimonial in the process.

Finding an influencer marketing agency that thoroughly understands all aspects of social media influencer campaigns, from Instagram and TikTok influencers to YouTube and celebrity influencers, is critical for your brand’s success. We’ve worked with influencers to promote health, lifestyle, hospitality, wine, spirits—the list goes on. Let’s review some FAQs on how to navigate an influencer partnership.

#1 Should I partner with an influencer?

The short answer is yes—no matter what industry you’re in, there’s an influencer for the job. Partnering with an influencer can help seamlessly connect your brand with a targeted audience. People follow influencers because they value and trust their content and recommendations, which puts your product at an advantage.

Influencers can boost your brand’s credibility. Since the audience chose to follow this influencer, you’ve accomplished an organic way of reaching through an influencer with mutual interests. Ensuring your brand and the influencer share values will ensure their audience aligns with your brand’s mission, too.  

#2 How can I include an influencer in my marketing plan?

Influencer campaigns can take many forms, including influencer content creation campaigns, influencer collaboration campaigns, and brand ambassador programs.

Content creation campaigns allow influencers to create their own organic content highlighting your brand, while collaboration campaigns allow influencers already known for a particular niche to blend their style with that of your brand’s. Lastly, brand ambassador programs allow influencers to be an ongoing champion of your brand over a set period of time.

#3 What can an influencer campaign achieve?

Ultimately, an influencer campaign can drive sales through effective, personal testimonials.

Your choice of influencer depends on your campaign goals. If you’re prioritizing engagement, look for influencers with a higher engagement rate. Choose an influencer with a larger audience if you want your campaign to reach as many people as possible, or consider celebrity influencer partnerships if your budget allows.

#4 How do I find the right influencer?

When searching for the perfect influencer, here’s what to keep in mind:

• Budget: Your campaign’s budget will determine how many influencers you can work with and their follower count.

• Values: Make sure the influencer’s passions match your brand’s, so their endorsement of your product is authentic and relevant to their online persona.

• Goal: Ensure their engagement rate or follower count aligns with your campaign goals.

#5 Are there different levels of influencers?

Yes, there are many levels of influencers: nano, micro, macro, and mega. Choosing an influencer with a higher or lower follower count can drastically change your results depending on your campaign goals.

a) A nano-influencer has 1,000–10,000 followers. These influencers have fewer eyes on their posts but often foster a community of tight-knit followers who are active and engage with their content.

b) Micro-influencers have 10,000–100,000 followers. Though they have a larger following, the percentage of those followers that engage with content is often lower than nano-influencers. Notice a trend? Often, the higher the follower count, the lower the engagement rate.

c) Macro-influencers have between 100,000–1 million followers, and mega-influencers have over 1 million followers. Aside from their large following, working with macro and mega influencers can give you connections to their established relationships, as they’re usually experts in the field or celebrities.

 

#6 What’s the future of influencer campaigns? Are they here to stay?

Influencers are definitely here to stay, even if the social platforms they’re on change. The main players (for now) are TikTok, Discord, YouTube, and Instagram, but creator content isn’t going anywhere.

Not only are influencers here to stay, they’re also growing out of social media and onto larger platforms. Take Corporate Natalie, an Instagram and TikTok influencer who recently starred alongside Will Arnett in a Dunkin’ Donuts commercial. Or Benny Drama, who appeared in a Superbowl commercial for e.l.f. cosmetics. We’re seeing more brands rely on the established audiences of influencers to connect with consumers more authentically than a celebrity or professional athlete.

In today's specialized world, understanding the reach influencers have can extend your brand to an audience you didn’t even know existed. 

More questions? Reach out to info@thethomascollective.com.