Why are businesses using social media influencers?

Why are businesses using social media influencers?

Why are businesses using social media influencers?

“92% of Consumers Trust Peer Recommendations Over Advertising”.

It’s a staggering fact that peer recommendation is overtaking traditional media and clearly outlines just how important social media influencers are becoming in today’s market. Influencers build brand affinity, and with the recent changes brought about by Facebook we are likely to see more companies partnering with social media influencers in order to advance ahead of the competition.[1]

What is an influencer?

Influencers are individuals who have the power to impact purchase decisions of others because of their (real or perceived) authority, knowledge, position, or relationship. In consumer spending, members of a peer group or reference group act as influencers. [2]

Different types of influencer you might consider using?

Micro-influencers hold around 500 to 10,000 followers. The drive for one post is around 25% – 50% as they’re able to connect with the audience one on one.

Macro-influencers – This group of influencers has around 5% to 25% engagement per post and their following ranges from 10,000 – 1 million followers. They have a strong connection with a certain spectrum like fashion, travel, business, lifestyle and so on.  Although the engagement rate is lower than what micro-influencers get, macro-influencers can reach up to 10 times more people.

Mega-influencers – These influencers could be a social media celebrity (for example: Shaaanxo, beauty blogger) or a celebrity with a social media account. They have over 1 million followers but only receive around 2% – 5% engagement. If you want to work with a celebrity influencer, you really need to ask yourself if this is the right way for your brand. [3]

Working with influencers

  • Be really clear on your objective
  • Understand and identify the factors that have an impact on your target audience
  • Do your research. Spend time following potential influencers
  • Make sure the influencer is relevant and aligned to your business
  • Have a crisis plan – once your business is aligned to an influencers voice, any change in the tone of their output may also be linked back to your brand

To Conclude…

Social media influencers can have a significant impact on your social engagement and reach. However, the key is to select the right type of influencer that aligns with your business strategy. If you’re interested in the prospects of working with a social media influencer and want to learn more, drop us a line at contact@marketingmaps.co.uk . We’d love to hear from you!




[2] http://www.businessdictionary.com/definition/influencers.html
[3] http://weareanthology.com/we-are-anthology-digital-influencer-and-social-media-marketing-blog/2017/4/26/the-difference-between-micro-macro-and-celebrity-influencers

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