Influencer Marketing Company Strategies and Their Role for Brands in 2022
Large companies, medium, small businesses, and startups use influencer marketing campaigns to promote products and services. Influencer Marketing Company does this professionally. Today's tactic of specialists is a synthesis of digital and influencer marketing agency services. But how did it all start and should you incorporate this tactic into your strategy? The answer is already below!
A Step Back in History
Everyone today associates the word "Influencer" with social media. But it hasn't always been that way. The history of influencer marketing began long before the advent of social media and the global influencer agency itself. In the last century, influencers or opinion leaders were stars, and even earlier, monarchs.
The wonderful story of one potter who lived in the 18th century comes to mind. It could be a prime example of the first influencer marketing. Josiah Wedgwood was a young English potter who became famous for his craft by the age of 35. In order to sell his wares to the upper classes, he had to enlist the support of the queen. Having done so, he received the right to sell his work with a special royal insignia.
Roughly the same thing is being done today by influencer marketing companies. But the place for implementation was changed to social networks, and, instead of monarchs, some ordinary people who are trusted by a large audience.
The Concept and Benefits of Influencer Marketing
Influencer marketing for brands is the promotion of products through recommendations from influencers. This tactic of marketing in the modern world began its active development in 2006. And then you could already hear about facebook influencer marketing. Instagram came a little later, in 2010. Today, influencer marketing agencies use all popular social networks and a variety of content types for promotion.
What is the success of this tactic? People are tired of advertising. The sheer amount of it reduces interest in companies. Brand ambassadors, in turn, use native and unobtrusive offers that fit seamlessly into the canvass of content.
Advantages in Tools
Social media influencer marketing agencies use this tactic in several ways. They can also be called influencer marketing tools. So, what are they?
- Promotion through brand recommendations, where they provide a link to go to the store;
- Availability of user-generated content that can be shared;
- Feedback from influencers;
- Discounts when working with an influencer;
- Working with micro opinion leaders.
Influencers are certain individuals who have credibility with your target audience. They influence the opinion, they are creative, they inspire. And advertising with this person is several times more effective, it strengthens the decision to buy. As a result of social media influencer agency's work, you get more customers and sales.
What Are Influencer Marketing Companies?
The ecosystem of influencer marketing is formed by influencer social media influencers agency services, bloggers, and platforms. What do influencer agencies do? They search for brand ambassadors and check them out. Who will be interested in the services of influencer management agency? These are startups of any size and companies in B2C. For the B2B segment, influencer marketing is also an acceptable promotion tactic.
The services of an influencer marketing agency also include help with media buying, creating advertising content, reposting, digital ROI analysis, and more.
There's also the micro-influencer agency. Their range of work includes tracking micro-influencers. They determine their value, their effectiveness for the business outcomes.
Influencer Marketing Firms: Leverages
What influences your decision? Top influencer marketing companies have studied this aspect and come to the conclusion that there are 3 leverage points:
Leverage #1: Authority. We don't think it needs much explanation.
Leverage #2. Relationship strength. The better the audience knows the influencer, the more effective the promotion will be.
Leverage #3. The size of the audience, the amount of reach.
So social media influencer marketing should be based on 3 pillars: authority, relationship strength, and audience size. What social media metrics can show that a blogger is worthy of attention? Engagement and reach!
Instagram Influencer Marketing Agency
This social platform brings together users from a variety of market areas. And it's not uncommon that an ordinary person, not a celebrity, becomes an influencer and has more subscribers than stars. In the eyes of their audience, they seem close and familiar. That's what the influencer company uses. The most difficult process is the need to find a suitable influencer.
Therefore, the social influencer marketing agency:
- Determines the scale of the Influencer. By the way, it’s not always that the audience of millions will be more attractive. People trust more those pages that have fewer subscribers;
- Fake or not? It is very important to determine whether the page is really popular. To do this, experts conduct analysis, study its analytics;
- Target Audience. The answers to questions "Who is your customer?" and "Who is the subscriber of the Influencer" are important to match.
Influencer marketing is a popular and, probably, the most effective promotional tactic. It can significantly reduce advertising costs. Therefore, it is not surprising that this marketing channel is growing.
But you need to understand that your brand agent doesn't necessarily have to be a person with an audience of millions. Sometimes, the audience of 10,000 subscribers is enough. Which influencer will be effective for promoting your products, will prompt the influencer marketing company, after careful analysis.
What companies use influencer marketing?
All niches and segments of business today use influencer marketing. Marketers are convinced that this tactic is the best way to increase brand credibility and recognition. The main principle of influence marketing is native and unobtrusive advertising.
When does a company need an influencer marketer?
If a company's goal is to increase awareness and trust among its target audience, then influencer marketing is the best way to get results. For a successful campaign, it is important to identify the right influencer and to build an effective collaboration model.
How do I use influencer marketing for my business?
Influencer marketing can be used in many different ways. It can be a blog article, a joint live broadcast, a video about your product, etc.