Let’s talk Influencer Marketing

If you spend a fair bit of time on the internet, we’re certain you would have come across influencer marketing. Many brands have sourced a well known person or celebrity to enhance their product or service, claiming it’s their ‘holy grail’ and they simply cannot live without said product or service. We get it, it’s hard to ignore and can really amplify your brand. 

In today’s social media landscape, influencer marketing has become a key pillar that key brands should consider. Leveraging brand ambassadors can boost engagement and spark meaningful conversations about your business. But how do you know if partnering with an influencer aligns with your marketing goals? Let’s explore the ins and outs of influencer marketing and how it can work for your brand.

What is influencer marketing?

Influencer marketing is a hybrid between traditional celebrity endorsements and modern content-driven marketing. Influencers span various industries and platforms, including Instagram, YouTube, TikTok and blogs. While these online personalities may not be household names as such, they wield significant influence over their audiences, building trust and driving consumer behaviour.

What are the benefits of influencer marketing?

There is an array of benefits when it comes to influencer marketing, it is particularly effective for:

• Targeting specific audiences with precision
• Building brand awareness among new customer segments
• Encouraging sales from cold audiences
• Driving organic engagement with authentic and relatable content.

It has been especially powerful in connecting with millennials and Gen Z, often dubbed the “unreachable generation.” As social media users sift through endless content, they seek genuine recommendations from people they trust.

How to find the right influencer for your brand

Brand fit is crucial. Choose influencers whose values, audience, and niche align with your brand to maximise ROI. If the influencer’s audience doesn’t overlap with your target market, the partnership is unlikely to yield meaningful results. Remember, their followers aren’t initially interested in your product – they care about the influencer’s opinion.

Collaborations thrive when both the influencer and the brand are authentic. Loyal audiences can easily spot the difference between genuine partnerships and forced endorsements. So here are some practical steps to identify influencers that align with your goals:

• Search Relevant Hashtags

Look for hashtags in your niche to uncover influencers who are already engaging with your target audience. For instance, if you’re targeting health-conscious consumers in New Zealand, hashtags like #HealthyLifestyleNZ or #FitnessNZ are good starting points.

• Engage with People Already Talking About Your Brand

Monitor comments, tags, and mentions to find individuals in your community with a following who are organically interested in your brand.

• Explore Different Platforms

Don’t limit your search to Instagram. Blogs, YouTube channels, and other platforms often have influencers with deeply loyal communities.

• Create an Influencer Outreach Hub

Add a dedicated page or link on your website where influencers can reach out. When influencers contact you directly, it’s likely their audience aligns with your brand.

• Know Your Target Audience

Before reaching out to influencers, have a clear understanding of who you’re trying to reach and what they care about.

We hope this has sparked some ideas on finding the perfect influencer to represent your brand. If you’re seeking more guidance on crafting a winning digital marketing strategy, our team of experts is here to help – reach out today!