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Lee, Mira (Jan 2015). "Electronic word of mouth (eWOM): How eWOM platforms influence consumer product judgement". International Journal of Advertising. 28. doi: 10.2501/S0265048709200709. S2CID 146353372. Audience demographics: Study the influencer's followers to ensure your campaign reaches the right audience. Analyze factors like age, gender, location and interests (e.g., Millennials who identify as women) to determine if they are likely to become your customers. Influencer marketing can offer more benefits to your business than merely boosting sales. Fixating only on conversions and revenue data can mislead brands into thinking their campaigns are not working. A niche is a highly specific market segment of consumers that an influencer can market to online. Your niche can be based on a category of content that you’d share on social media as well as the demographics (age, location, income, etc.) and psychographics (values, beliefs, interests, etc.) of your target audience.

Kapitan, Sommer; Silvera, David H. (2015-03-27). "From digital media influencers to celebrity endorsers: attributions drive endorser effectiveness". Marketing Letters. 27 (3): 553–567. doi: 10.1007/s11002-015-9363-0. ISSN 0923-0645. S2CID 143916226. With traditional social media marketing, a brand can set up its identity on whatever platform it chooses, and as time passes and its follower bases grow, it can see who its brand champions are. These are the customers who like and share content or mention the brand itself in a post. Followers like these can be further nurtured through personal attention and as part of a highly segmented group of all the brand champions. Efforts to market to this group focus on ways to keep them spreading the word. Articulate your influencer goals, such as building a following around your passions, working with specific brands you admire, and generating income. Most discussions of social influence focus on social persuasion and compliance. [4] In the context of influencer marketing, influence is less about arguing for a point of view or product than about loose interactions between parties in a community (often with the aim of encouraging purchasing or behavior). Although influence is often equated with advocacy, it may also be negative. [5] The two-step flow of communication model was introduced in The People's Choice ( Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet's 1940 study of voters' decision-making processes), and developed in Personal Influence (Lazarsfeld, Elihu Katz 1955) [6] and The Effects of Mass Communication (Joseph Klapper, 1960). [7] Inspire engagement and sharing of your message by tapping into the relationships that have already been developed between the influencer and their audience.

Influencer Marketing Statistics

a b Ki, Chung-Wha (2019). "The mechanism by which social media influencers persuade consumers: The role of consumers' desire to mimic". Psychol Mark. 36 (10): 905–922. doi: 10.1002/mar.21244. S2CID 201352512.

Plus, there’s no shortage of would-be influencers. In a 2019 survey of several thousand millennials and Gen Zers, 54 percent said they would become influencers if they could. Although we don’t know how long the market will be this hot, social media continues to be very popular. And brands and individuals are making the most of this gold rush while business is still booming. Sprout in Action Updates & Enhancements Team Sprout Sprout Engineering Learning Portal Press All Sprout Social Resource Center Case Studies Guides Webinars Data Reports Templates Interactive Events Podcasts Community Free Social Media Tools While many brands would consider nano-influencers as being inconsequential, they can be of extreme importance to firms who make highly specialized and niche products.

How has the pandemic changed influencer marketing?

a b "FEDERAL TRADE COMMISSION 16 CFR Part 255 Guides Concerning the Use of Endorsements and Testimonials in Advertising" (PDF). Federal Trade Commission. November 2010 . Retrieved 2 April 2018. May sell products, services, and subscriptions directly to consumers or sell ad space on their content. You can look at the influencer’s engagement metrics, comments and interactions, as well as past results for other brands to gauge their level of influence and likeability. Neglecting to research the influencer Read more: What Is a Marketing Channel? 8 Types to Prioritize 8. Post unique content on a regular basis.

Podcasting is a relatively recent form of online content that is growing in popularity. It has made quite a few household names now, possibly best epitomized by John Lee Dumas of Entrepreneurs on Fire. If you haven’t yet had the opportunity to enjoy podcasts, Neal Schaffer has put together a comprehensive list of the Best Digital Marketing Podcasts to listen in 2023.a b Hsu, Tiffany (2019-06-17). "These Influencers Aren't Flesh and Blood, Yet Millions Follow Them". The New York Times. ISSN 0362-4331 . Retrieved 2019-07-19. Areas of measurement will be very dependent on your goals. Many will be irrelevant to your influencer marketing campaign. Some of the most common areas of measurement include: And it happens more often than you’d think. Research shows 72% of businesses run influencer campaigns in-house as they’re wary of fake influencers and mediocre results. For brands that need a wider pool of influencers, hiring an influencer marketing agency who will do the research and coordination for you is a good bet. 3. Decide on campaign goals and messaging Influencer marketing is now a mainstream form of online marketing. It has been a buzzword for a while now, and the mainstream media regularly refers to it. Yet, there are still people who don't really understand what influencer marketing is all about. Indeed, some people come across the phrase for the first time and instantly ponder, "What is influencer marketing?"