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In the world of digital advertising, one thing stands out: influencer marketing. Brands, both small and large, are harnessing influencers to showcase themselves and build brand awareness.

But one thing most people don’t know is that influencer marketing is not a one-shoe-fits-all solution. Within the marketing arena are multiple niches, and as such, choosing the right influencer is a must.

What is an Influencer?

What started as fun platforms to post pictures and shoot videos have become multi-million dollar money makers. Influencers are considered experts in their chosen niche, regardless of type. They have dedicated followers who trust in what they say. However, there is more than one type of influencer.

Influencers of today range from mega-influencers to micro-influencers. Mega influencers have hundreds of thousands, if not millions of followers. They usually work with well-known brands in their niche, creating videos or sponsored posts.

Macro- and micro-influencers also have a following, just not on the same scale as a mega-influencer. However, having a smaller following doesn’t mean they aren’t as influential. Some influencers who fall into the macro or micro category have higher levels of engagement than influencers with millions of followers.

What is Influencer Marketing?

Influencer marketing utilizes social media to build brand awareness and increase engagement. Based on a brand’s needs, influencers create content to boost exposure and brand awareness. They are compensated according to a mutual agreement between themselves and the brand.

Note, mega influencers will demand higher rates of compensation when compared to lower-level smaller influencers. For people just starting as an influencer, they may even work with brands for free or in exchange for free merchandise to boost their own exposure.

Benefits of Influencer Marketing

In today’s digital landscape, working with influencers is now more effective than traditional advertising. With the right influencer marketing strategy, brands come and go from virtually unknown to viral overnight. The key is finding the right influencer whose beliefs match the brand. For example, a fashion brand would gain no value from working with a sports influencer.

While the choice of influencers is vast, choosing an influencer takes research. Both the brand’s and the influencer’s goals need to be cohesive. Also, it’s essential to be aware that working with most influencers does come with a price tag.