Where can your influencer marketing budget come from?
Influencer marketing can achieve multiple end goals if done effectively.
We’ve already talked in detail about seven knock on effects of influencer marketing an app including reviews, getting seen by other influencers, feedback, continued views and installs, reusable content, ranking on YouTube and uplift in the app store in this article.
But with so much potential crossover between departments, we’ve seen many app promoters who want to try influencer marketing struggle to know who to ask for budget.
In this article we cover the two biggest interest departments that will benefit from your influencer marketing campaign, marketing and branding.
For a detailed guide on how to convince your boss to invest in influencer marketing by answering three questions, check out this article.
The marketing department is the most obvious place to start in your quest for budget.
Influencer marketing has developed in the past years to a reliable, profitable and scalable marketing channel and we have previously argued it is now a viable alternative to online display advertising.
With today’s access to analytics, the channel is not a shot in the dark but offers a measurable return on investment for which you can test the effectiveness of each and every influencer you collaborate with, providing a mechanism to optimize your efforts.
While YouTube had traditionally offered access to more data, the other platforms are catching up.
Audience demographics such as male/female, country, age, can be pinpointed, engagements quantified, click through rates on specific collaborations tracked.
More specifically the channel can be easily scaled by continually testing new creators and building a portfolio of the ones who deliver the best returns on investment and working with them on longer term deals.
However budget can also be obtained from the branding department because working with influential video creators also increases brand awareness amongst your target customers.
Seeing your app being talked about by influencers can create a buzz around your product and raise your brand profile. As other influencers take note of the new topic they might also pick up on it and cash in on the search.
Social media platforms such as Instagram and Snapchat are particularly good for branding as you end up with images you can likely use again in further campaigns pending a licensing agreement with the influencer.
If you choose influencers who fit in with your brand ethos, they can help you carve out and tell your brand story to your target customers — much more effective and trustworthy coming from a person rather than a brand.