Online influencer marketing is becoming a key lever for brands and agencies trying to send credible and trusted messages to their targets, especially on social networks.
Which influencer to choose? On which networks?
Here are few advices for a proper and effective usage of Influencer Marketing:
Infobesity, clickbait, overload of promotional offers… Faced with this over-solicitation of Internet users, brands must show agility and creativity to push ever more innovative content. It is also a question of relearning to identify consumers that have become more and more demanding, and less and less accommodating when it comes to intrusive advertisements.
At the same time, the observation of a certain lack of trust of internet users for traditional medias is reshaping the map of online influence. Today for example across Southeast Asia, people spend much more time daily on social media than watching TV.
This opens up a wide field of experiments for brands trying to regain credibility and to reduce the mercantile dimension of their messages, in particular by passing through a KOL (Key Opinion Leader) also know as influencers.
Three categories of influencers are noticeable:
- Celebrities: known and recognized for their activity by the general public, they have a gigantic community and are vectors of visibility and notoriety.
- Niche influencers: born on social networks by building a much more engaged and affiliated audience, they bring relevance and consistency to brands.
- Micro-influencers: they have few subscribers, therefore form the long tail of influencer marketing, but are appreciated for their authenticity and their proximity.
Properly choosing your influencer:
Several variables come into play when defining which influencer suits best your strategy. If the size of a community may seem paramount (number of subscribers on each network invested by the influencer), it is important to look very closely at the commitment rate it generates (ratio of number of interactions to number of subscribers).
If it is high enough, it can guarantee the responsiveness of the audience to your brand. Finally, it will also be necessary to select an active influencer displaying a high impression rate, in other words; Whose audience will be really reached by his posts.
On which social networks?
If Facebook remains the most popular platform, Twitter remains the social network of news and short formats. To Millennials, Snapchat and Instagram have become unavoidable. Instagram is the preferred platform for lifestyle visual content, with 46% of its users following a brand on the platform! Finally, Youtube becomes the new TV and drains more and more users aged 18 to 49 years on its video content.
New perspectives for brands that can use the fame, influence and authenticity of influencers on a multitude of new channels.
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