With more products and services on the market than ever before, consumers need guidance amidst a stream of new companies seeking to capture their attention. Younger consumers (namely millennials and Gen Z) have presented a unique challenge to marketers as they seem to share a general mistrust of traditional advertising. In fact, one study found that 84% of millennials don’t trust ads.
As a future marketer, should this be cause for concern? Hardly! The rise of social media has presented a host of opportunities to reach young buyers where they like to be–scrolling and watching social media content. On social media platforms, influencers wield a unique power through their ability to form strong connections with their audiences. Brands and marketers are tapping into this power and they’re reaping the rewards.
By accessing the large, loyal audiences of successful influencers, you can increase brand awareness and generate quality leads for your clients. Keep reading to learn all about influencer marketing and how it can transform your marketing strategy for the better.
What Is Influencer Marketing?
Influencer marketing much resembles its older cousin: celebrity endorsement. The main goal is to reach a target audience through a well-respected and trusted personality, who has an influence on the purchasing choices of individuals within a specific niche. As you’ll learn after social media marketing training, most people don’t really care about your brand; however, you can change that by strategically selecting an influencer to position your brand as something that people should care about.
The process involves hiring an influencer to create content that features your brand or a specific product. But how do you choose the right one to collaborate with? Most brands assume that the bigger the audience, the better. While there are many benefits to accessing a large market, it would be a mistake to overlook the power of micro-influencers.
Is Bigger Better?
Why would a marketer decide to collaborate with an influencer that has fewer than 100,000 followers? Smaller influencers have a uniquely intimate connection with those who engage with their social media content. When an online creator has a small following, they are able to communicate with users on a personal level through direct messages and perhaps even answer all of their comments. This positions the creator as more of a social media “friend” than a celebrity, who can build better trust with their audience. Placing your product in front of a following that trusts the opinion of your brand influencer is a great marketing move.
Best Practices for Influencer Marketing During Your Social Media Career
After completing your social media marketing certification, there are some best practices to keep in mind when working with influencers. Firstly, it’s important to choose creators in an appropriate niche for your brand. For example, if you sell computers, it might be appropriate to choose an influencer in the school niche who appeals to viewers seeking advice on succeeding at school.
Choose a creator who posts content on a platform that your ideal buyer frequents regularly. Finally, always approach influencer marketing with a plan and schedule in mind. Consider how many posts you’d like, what kind of content will be most compelling to the audience, and when each post should go out. Remember to exercise patience and you’ll start seeing results with time.
Are you excited to begin your social media career?
Contact Cumberland College to learn more about our training program!
