Influencer marketing is not a new term, we have all have seen Sachin Tendulkar's controversial promotion of cold Drinks back in the '90s. Well, he was a celebrity and what the brand did was influencer marketing. Digital Influencer Marketing is indeed old wine in a new bottle.
Today, as the Internet has narrowed down the target audience to the T, you can reach the only people that will be interested in your product very easily. To ease it further and make this digital interaction more humanised, digital influencers are the key. They will add the "trust factor". When you will see someone you trust using the product on the screen be it, motor vlogger, using a particular bike, or a beauty influencer using a cosmetic, you will tend to be interested. Capitalising on this, the past years have seen the rise of digital influencers.
The best part, you can replace the bigger influencers who demand a huge amount of money with small influencers with 20-25k followers on social media. The digital influencer marketing has to be one of the top successful digital marketing strategies of today and it has a bright future.
I am sure you don't want to miss this opportunity. So, let me decode this for you further:
As I mentioned in the above examples, a person with power to affect purchasing decisions of a significant number of people, due to his authority, knowledge, position, or relationship with the audience. Yes, in traditional marketing, this included a 'teacher' who can due to her position, knowledge, relationship, and authority affect the sales of a particular book.
Well, a digital influencer has extended the definition of the influencer as well. Having a following in a distinct niche, with whom he or she actively engages, a digital influencer uses internet as a medium to affect the purchase of a product. While the size of the following depends on the size of his/her topic of the niche, these are not only marketing tools, but also great social relationship assets for brands and that is how you should yield benefits of digital influencers.
As diverse is the social media with Facebook, Instagram, Snapchat, Youtube, Linkedin, I can go on, the types of digital influencers also have a range. From follower count to the level of influence, here is how you can differentiate digital influencers:
Social Media followers are not just a number, but a number that matters as much as the investment you are going to make in this endeavour.
As I listed several social media platforms, each creator from these platforms is different. You have different digital influencers based on the types of content:
Well, human to human interaction between a brand and an influencer has to be complicated by its nature, However, to ensure seamless interaction and traction, here is what you should do to connect with a social media influencer:
Search the "niche" terms: From "content marketing" to "beauty blogging" search the term you want to find an audience for, go through the names the pop.
Check reach, relevance and resonance from the list: If they have the reach, they re relevant in the current scenario and what is the level of trust between followers and influencers.
Values and Budget: Well, both these point are the most essential. This holds significant value for both the parties. Neither of them can risk a blunder on social media. Hence check that in advance. Also, it is best to go ahead and make a separate budget of this marketing activity and research what do the type of influencer you want to reach demand usually.