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As you probably know, influencer marketing is the tactic of collaborating with popular individuals on social media (known as influencers) to promote a product or service.
It’s increasingly common for brands to send a free sample of their product to an influencer for them to review, or even to provide payment in exchange for a favourable post.
It’s a technique that’s particular popular in the beauty, fashion and travel industries – but it can work just as well with any product or service that can be easily showcased in a photo or video.
So, why do so many brands decide to work with influencers?
Influencer marketing is appealing because influencers are people who already have a large, engaged and active base of followers who are particularly interested in their niche.
It’s likely that influencers will have more followers and reach than your company’s page on social media.
For this reason, having an influencer promote your product could lead to much greater exposure, brand awareness and potential sales than just posting on your company social media account.
Influencers have a lot of, well, influence, over their audience, as they’re a figure that inspires trust, respect and admiration amongst their followers.
Many people will consider buying an item – or at least researching it further – if they see that an influencer who they follow is talking about a product in a positive light.
When you’re choosing which influencers to reach out to, remember to keep your target audience in mind.
If you’re a horror book publisher, for example, it doesn’t make sense to reach out to a beauty influencer to promote your great new book – even if they have a lot more followers than your typical booktuber.
Always make sure that you’re reaching out to people who are targeting the same sector, country and target audience as you. After all, you’re trying to reach the people who are most likely to want to buy your product.
When you’re targeting an international market, bear in mind that you may want to look for influencers beyond the obvious sites like Instagram, Facebook and YouTube.
If you’re targeting China, for example, you’ll want to find influencers on the popular Chinese social app WeChat, and if it’s South Korea, you might want to think about the Korean app Line.
Here at Webcertain, we have plenty of experience discovering the most relevant and popular influencers for our clients – whatever their industry or target country. If you’re interested in running an influencer marketing campaign, why not get in touch with us today?