Influencer marketing has become increasingly popular in the last few years, along with the growth of social media. Influencers generally refer to people who create content across different social media platforms, mainly on YouTube, TikTok, and Instagram. Influencer marketing involves brands paying influencers to create content that is used to promote the brand, and its products or services.

Why is it important?

• Influencers are in a unique position where they have close relationships with the people who view their content. This is because they create relatable content and engage their followers. As a result, people trust influencers and their opinions. 92% of Gen Z trust influencer recommendations more than traditional adverts or celebrity endorsements.
• Ad blockers have become more increasingly common and thus people are able to avoid disruptive digital adverts more easily. Influencer marketing combats this issue as they do not come across like these disruptive ads but instead come across like normal social media content. Additionally, people tend to seek out influencer content as a form of entertainment, so consequently are unintentionally seeking out your paid promoted content.
• Influencer tend to be quite creative so can create content for you that aligns with their own brand identity which will help your product stand out.
• If you find an influencer that has an audience like your own target market, you’re able to reach the ideal demographic and increase your brand awareness to the people you are aiming to acquire as customers.

How to go about finding influencers

Our first tips is to see what their demographics are like. Look at their audience’s age, location, gender, etc. and try to match it with your target market. Additionally, the influencer you choose will ideally have similar values to your brand. Next it is important to determine what your goals is. If you would like to increase brand awareness and reach as many people as possible, you should reach out to influencers with big followings e.g. over a million. On the other hand, micro influencers serve to a more niche audience and can be beneficial to a brand because they could have higher engagement. This can provide access to a small subset of a targeted demographic interested in your business.

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