The landscape of marketing and brand promotion is undergoing a radical transformation. The digital age is historically fast paced and is not showing any signs of slowing down. As a result, one of the most significant recent shifts is the rise of influencer marketing. But for small independent businesses, the concept of influencers and content creators might seem foreign or perhaps overwhelming.
However, if we take the time to understand the power and benefits of working with influencers it can be a game changer. From small or lifestyle brands to creative businesses and interior designers alike. Let’s demystify the world of content creators and shed some light on influencers, what they are and why small independent brands work with them to boost brand visibility, credibility and sales.
What are Influencers?
Influencers have a notable following on various social media platforms. Be that Instagram, YouTube, TikTok or a blog. Some find themselves in the limelight through accident and others through design using strategy to create an engaged following. In turn, they establish themselves as authoritative and trustworthy figures within specific niches. And as a result, they attract loyal and engaged audiences. These influencers create and share content that resonates with their followers, including product reviews, tutorials, lifestyle insights, and more.
Types of Influencers
Influencers come in various shapes and sizes but for ease of identifying them categories have evolved based on their follower count. And although their niches vary, their reach and engagement levels within each category are comparable per niche. The main categories include:
Mega-Influencers
These influencers boast millions of followers and often have a broad reach across various industries. While they can be highly effective, they come with a very high price tag for collaborations and often engagement levels are low. They are best suited to huge campaigns featuring global brands.
Macro-Influencers
With follower counts ranging from 100,000 to a million, macro-influencers have a substantial impact on their niche audience but again they are better suited to big brand campaigns as their fees can be prohibitive.
Micro-Influencers
Micro-influencers have smaller audiences but importantly they tend to be highly engaged. With anything from 10,000 to 100,000 followers they are known for their authenticity. And with a strong connection with their followers, they make an ideal choice for niche-focused campaigns.
Nano-Influencers
Nano-influencers are the rising stars of the content creator world. With follower counts ranging from 1,000 to 10,000 what they lack in reach is more than make up for when it comes to engaged followers. This makes them (along with Micro Influencers) ideal for independent brand collaborations depending on budget. They’re also more likely to work in return for PR products rather than a fee too.
Why Work with Influencers?
Expanded Reach and Brand Awareness
Influencers build a loyal following which brings with it an opportunity for small businesses. And that opportunity is the ability to tap into ready-made audiences. Partnering with influencers allows brands to reach potential clients and customers they might not be able to reach through traditional marketing methods. An influencer’s endorsement introduces your brand to their followers, creating brand awareness and recognition.
Authenticity and Credibility
Influencers have a unique ability to connect with their audience on a personal level. Their followers trust their recommendations and opinions. In fact, their followers often consider them as friends. And so, when a content creator promotes a product or service, their audience perceives it as a genuine endorsement. This builds trust and credibility for your brand.
Targeted Marketing
Influencers tend to have a niche audience. And when their niche aligns (like the stars) with a brand it allows you to target your ideal customers directly. This, in turn, leads to higher engagement and conversion rates. Whatever creative industry you’re in, influencers can help you reach the right audience effectively.
Creative Content Generation
Collaborating with influencers also brings with it fresh and innovative content. The skill of an influencer or content creator is their expertise within their own niche. They have developed their platform and following by producing engaging posts that resonate with their audience. They bring new ideas and perspective on how to present your brand. And this infusion of creativity can be inspiring not only to your ideal clients and customers but to your own marketing ethos moving forwards.
Cost-Effective Marketing
It goes without saying that most small businesses have limited marketing budgets, but influencer marketing really can offer a cost-effective solution. Unlike traditional advertising where costs can quickly escalate, influencer collaborations come with a clear contract agreed by both parties. This makes it easier to plan and manage expenses. And should a piece of short form video go viral there’s always the option to put a little spend behind it to really maximise those conversions.
Boosted SEO and Online Presence
No one knows quite what Google Perspectives will look like or how it will perform at the moment. Or for that matter how it’s algorithm will work but we do know that it will be driven by real people’s perspectives. Social media and blogs will dominate this space as Google tries to claw back some of its lost search volume. This can lead to valuable backlinks to your website. These backlinks will not only improve your website’s search engine ranking and domain authority, but it will also enhance your online visibility.
Social Proof and FOMO
FOMO or ‘Fear of Missing Out’ is a not new concept when it comes to marketing. But when utilised in conjunction with content creators it takes on a whole new perspective. When an influencer endorses your products or services, their followers want to follow suit and gain a shared experience with that influencer. And if you add in a sense of urgency this can create an immediate call to action depending on your campaign goals.
Conclusion
So, what are influencers and why should small independent brands work with them? Influencer marketing is emerging as the leading way for small and independent brands to compete in the modern digital landscape. And by collaborating with influencers within your niche you can target your ideal customer or client. Not only that but by finding and working with creators that reflect your own brands ethos and values you gain access to your target audience. This helps build on your brand credibility and raises your online presence.
It’s important to remember that successful influencer marketing relies on authenticity. Aligning with influencers who share your brand values is imperative. As is also setting clear objectives for both sides of the collaboration. And so, as you embark on your influencer marketing journey make sure be open to experimentation. But equally, be careful to measure the results and adapt if necessary. Because by constantly reassessing and adapting your approach you will achieve the best results.
Written by Rachel Edmonds
If you enjoyed this article, why not subscribe to our bi-weekly “Creative Advice” round-ups? That way you never miss out on a good idea, case study or tip that you can get inspired by and use in your own business.
